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3 Tips for Creating More Realistic Donor Personas

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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.

Sign up here to register for weekly trainings:
http://www.johnhaydon.com/hdcb

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3 Tips for Creating More Realistic Donor Personas

  1. 1. 3Tips for Creating More Realistic Donor Personas
  2. 2. 3Tips 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.
  3. 3. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 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.
  4. 4. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 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:
  5. 5. 3Tips for Creating More Realistic Donor Personas
  6. 6. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon Use Google Analytics 1. Use real data to create your personas https://support.google.com/analytics/answer/2799357
  7. 7. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon Use Facebook Audience Insights 1. Use real data to create your personas https://www.facebook.com/business/news/audience-insights
  8. 8. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 1. Use real data to create your personas Use Survey Data
  9. 9. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 2. Talk to an actual donor
  10. 10. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 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…
  11. 11. Get access to previous training sessions Get access to the Hump Day archives: http://members.johnhaydon.com/course/smart-marketing-lessons/ 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
  12. 12. 3Tips for Creating More Realistic Donor Personas The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon 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:

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