Developing Personas for Nonprofits
Marketing is driven by the core principle, "Right message, right person, right time". This principle is especially relevant for nonprofits that need to engage multiple audiences to market their organization, raise funds effectively, and make an impact.
Having a persona development process helps to uncover the who (these organizations need to talk to), what (they want to hear), and where (they like to hear it) of a nonprofit's target audience. It starts with six key steps:
Six Key Steps
Identify ideal audience options (right person).
Begin by examining the nonprofit’s audience segments and their reasoning. While they may have initial ideas, it is crucial to verify these through your own research. Confirm their marketing and outreach goals (e.g., reducing donor attrition, increasing funding, etc.). Understanding their mission statement helps pinpoint the target audience’s qualities. During your initial discussion, clarify their organizational and marketing goals, even if previously discussed.Narrow down key target audiences (right person).
Select your top three audience types and define key members. Key audience factors include age, location, gender, occupation, marriage status, race, and interests. Identifying these helps you communicate effectively and motivate them to act.Ask the right questions (right person + right message).
Now that you have your top audience segments, you need to start thinking about what types of questions to ask each one. You will need to start with at least 3-5 interviews (at least one from each audience segment). Different organizations and different audience members require different approaches. These sample questions are a jumping-off point and should be built upon. When conducting persona interviews, it’s essential to follow up every question with “Why?”— especially for open-ended questions. People are not always great at reflecting on their feelings or behaviors, so helping to lead the questions gives you better insights into why they give/support this mission.Interpret the data. Look for patterns in the story (right person).
Gather your collected data from interviews and identify common themes. Are there recurring patterns or shared characteristics? What overlaps are present? Note shared motivations and connections—demographics, fears, struggles, goals. What stands out as important or notable? What assumptions were not confirmed? These insights are crucial for crafting your ideal audience member and are the foundation for creating persona profiles.Design your persona profile (right person).
With a clear understanding of your audience’s common traits and significant factors, begin creating your persona profile. This is a semi-fictitious representation based on your data. The goal is to craft a single persona that epitomizes the ideal audience member for your organization.Establish your messaging approach & calls-to-action (right message).
Identifying your desired audience actions helps craft purpose-driven messages. Determine each audience member's relevance, how you can support them, and your desired outcomes once connected. Specific messages are more effective. Calls to action (CTAs) are crucial; they should be emotion-driven, clear, concise, and specific. Common nonprofit CTAs include inspiring your audience to donate, volunteer, or share their experiences.
Putting it all together.
(right person + right message + right time).
Remember, the main goals in creating a donor persona are to help organizations better understand their target audience, how to reach them, and what to say to achieve a desired action.
Think of it like playing an instrument. The right note at the right time makes all the difference, whether you are striking a chord or making a statement.🎶
Post by Hillary Weeks, Content Creator and Strategist
Edited by Chana Lynn
