Crowdfunding Becker Personas. You cant be all things to all people, you have to know who is your target audience and why they care.

1. Backer Personas
Campaign Engineering
Albin Bajramovic
FundCaster.COhttp://bit.ly/Udemy-CCE

2. ?
BuyerBacker Persona
is representation of your target backer based on customer discovery and some educated speculation about:
Demographic
Want/Need -Motivation
Behavior Pattern

3. !
If you don’t know your buyerbacker persona:
You will try to be all things to all people
No way of knowing who it is you are communicating to
Impersonal communication and weak call to action

4. BuyerBacker Persona Will Help You:
Decide where to spend your time marketing
Come up with targeted messaging
Choose what bloggers to reach
Choose what trend setters or industry leaders to connect with
Fine-tune your offering (features and benefits)
!

5. How Do You Create BuyerBacker Persona?
Do research (previous campaigns and relative market)
Interview friends and existing or potential customers and backers
Talk to industry leaders
Conduct surveys and focus groups
?

6. ?
How To Leverage Your Buyer Personas?
Targeted Messaging
Targeted calls to action
Congruent feel of the campaign

7. Compiling Personal Research?
Personal Profile Checklist (print out)
Separate worksheet for each type of persona
At least 20-40 reference points for primary persona
One on one meetings or video conference
Compiling findings into real data
•Be organized!
•Focus on “WHY” behind behaviors
•Choose one primary persona
•Tell your persona’s story

8. Framework for building persona’s stories:
Demographic information
NeedWant
What are their challenges and pain points
How do they get information
Common objection to current solution
Day in their life
Tailor questions to your campaign!

9. Persona’s Name
BACKGROUND:
•Relevant background info like education or hobbies
DEMOGRAPHICS:
•Gender
•Age Range
•Household Income
IDENTIFIERS:
•Buzz words
•1:1 meetings or video conference
•Telephone interview
•Mechanical Turk
•Surveys

10. Persona’s Name
GOALS:
•Persona’s primary goal
•Persona’s secondary goal
CHALLENGES:
•Primary challenge to persona’s success
•Secondary challenge to persona’s success
HOW WE HELP:
•How you solve your persona’s challenges
•How you help your persona achieve goals

11. REAL QUOTES:
•Include a few real quotes taken during your interviews that represent your persona well. This will make it easier for your entire team to relate to and understand your persona.
COMMON OBJECTIONS:
•Identify the most common objections your persona will raise during the campaign.
Persona’s Name

12. MARKETING MESSAGING:
•How should you describe your solution to your persona?
ELEVATOR PITCH:
•Make describing your solution simple and consistent across all members on your team.
Persona’s Name

13. Buyer Persona
Tony
Example:

14. Tony
DEMOGRAPHICS:
•Skews male (80%)
•Mid 30’s
•Income 70-100K
BACKGROUND:
•Some college education, self- employed and working.
IDENTIFIERS:
•Early Adopter
•His egos don't prevent him from seeking facts, data and guidance.
•Socially cognizant

15. Tony
GOALS:
•Finance project or startup
•Engage Audience
CHALLENGES:
•Overextended
•Limited understanding of crowdfunding
HOW WE HELP:
•Make it easy to benchmark readiness before and progress during the campaign.
•Provide just in time actionable feedback and education.

16. Tony
REAL QUOTES:
•“I will do what it takes to get things right, I just need some guidance.”
•“I don’t want to run another failed campaign”
•“I just didn’t know what it takes”
COMMON OBJECTIONS:
•I am not sure I will have time to go through it all.

17. Tony
MARKETING MESSAGING:
Run a data driven crowdfunding campaign.
ELEVATOR PITCH:
•Fundcaster is our crowdfunding prediction engine that helps campaigners estimate and improve their chances of success.

18. !
Customer Discovery is an Ongoing Process
If new data and feedback don’t fit, account for new information
Customer/Backer persona is not any one particular person –keep it fictional

19. Now you are ready to build marketing assets!