3 Tips for Creating More Realistic Donor Personas

3 Tips for Creating More

Realistic Donor Personas

3 Tips for Creating More Realistic Donor Personas

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

What are personas?

Personas are fictional representations of your ideal supporter, donor or volunteer.

http://www.johnhaydon.com/hdcb



How are personas useful?

Personas enable you to experience your brand through the eyes of your donor and volunteer. Personas help neutralize your subjectivity.

Personas can help you redesign your website, improve engagement on Facebook and other social media, and create more relevant messages.




Sally Supporter - Volunteer Persona

Sally is a 35-year old single mom. She manages a customer support team

at a healthcare company. At work and in her personal life, Sally exhibits a

high level of integrity and passion.

She believes that it’s her mission to create a better world for her children,

and that creating that world exists in each and every interaction she has.

Sally has tremendous leadership capability, but very little time for

anything other than her job and her children.

Age - 35

Family - Children in K-12

Career - Management, sales, professional

Income - $50,000 - $70,000

Ways to reach Sally: Email, direct mail

What do they look like?

Like characters in a movie, personas will be archetypes:


3 Tips for Creating More

Realistic Donor Personas



Use Google Analytics

1. Use real data to create your personas

https://support.google.com/analytics/answer/2799357


https://support.google.com/analytics/answer/2799357



Use Facebook Audience Insights


https://www.facebook.com/business/news/audience-insights


https://www.facebook.com/business/news/audience-insights




Use Survey Data




2. Talk to an actual donor




Sally Supporter - Volunteer Persona

Sally is a 35-year old single mom. She manages a customer support team

at a healthcare company. At work and in her personal life, Sally exhibits a

high level of integrity and passion.

She believes that it’s her mission to create a better world for her children,

and that creating that world exists in each and every interaction she has.

Sally has tremendous leadership capability, but very little time for

anything other than her job and her children.

Age - 35

Family - Children in K-12

Career - Management, sales, professional

Income - $50,000 - $70,000

Ways to reach Sally: Email, direct mail

3. Keep refining your personas

Your donors are squishy. They evolve, change their minds, and grow…


Get access to previous training sessions

Get access to the Hump Day archives: http://members.johnhaydon.com/course/smart-marketing-lessons/



http://members.johnhaydon.com/course/smart-marketing-lessons/




Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Make-a-Wish Foundation, ALS Worldwide, and more…

About John:


http://www.amazon.com/Facebook-Marketing-Dummies-Business-Personal/dp/1118107403/