1. Persona 1: Donor
Want to Save the World
A donor is 18 to 50 years old, in college or early- to mid-career
professional. This person is busy, enjoys outdoor recreation, and
donates to green or environmental charities.
He or she either has, or plans to have, children. He/she feels
guilty about personal energy use, and wants to accelerate CO2
reduction, but does not want to change their lifestyle.
This person is frustrated about the lack of progress on climate
change, and wants to do something. This person is neither an
"evangelist" or an "early adopter" - but is sitting on the other
side of the adoption gap, waiting until a critical mass of
adoption has happened, proving that adoption won’t be
inconvenient, before moving forward on their own projects.

2. Persona 2: Recipient Efficiency
Needs to Save Energy
My inspiration: Hi, Dad!
This person is a homeowner, age 30 to 80, living in older
housing stock (aka, poorly- or un-insulated).
The energy saver is married or formerly married, living in a
suburban or exurban area. They're scraping by financially,
possibly underwater on the mortgage, or close enough to
underwater that they fear taking on any debt.
Their heating and/or cooling costs (depending on the
region in which they live) are painful, making them put off
necessary purchases or maintenance.

3. Persona 3 Recipient: Sustainability
Wants Smaller Carbon Footprint
This person is a homeowner, solidly situated in their career,
age 40 - 65. The household income is $95 to $250k, but
most of their income is tied up in the mortgage. This person
is married, and lives in an area ranging from the urban ring
(close suburbs) to exurbs. He or she is tech savvy, and a
social media user.
Males look forward to status and bragging rights conferred by
project. Both genders feel some guilt about their personal
energy use. Neither wants to change their lifestyle - they
would prefer to add clean power than cut use. Both donate
to green or environmental charities. They live in a state with
strong subsidies and/or feed-in tariffs for renewable energy.