Developing Donor Personas: A Scientific and Social Approach to

Effective Multi-Channel Communications

Presented by

Ann Oleson, Founder Converge Consulting

Someone sleeping in class

• The top findings from the donor motivation study

• A model for crafting effective communications/personas

• Examples of relevant communications

• Application of findings to your alumni/donor communications

Our Time Together

Our Marketing Philosophy

Alumni Communications Plan

• Strategize– Research– Segmentation/Personas– Plan

• Execute– Right message, right audience,

right medium, right time• Analyze/Course Correct

– Evaluating what works

Research

• National benchmark research– Wealth Engine, PEG, CASE

• Alumni research (quantitative/qualitative)

• Social Media Listening/Monitoring

What Motivates Your Alumni?

Who are your alumni?What do you know about them?

Meet Jennifer • 35 years old • VP of Sales for Company • Student Government Officer • Honors Student: 3.9 GPA• Not engaged with her college• No home phone number• Gives 10% of income to

philanthropy• Serves on a number of boards in

community • Has great feelings toward her

college but never been asked to engage in a meaningful way

Meet Jennifer

Just because Jennifer is able to give does not mean she is motivated to give.

How do we understand who Jennifer is, what she cares about, and how to reach her?

• Develop a motivationally-based segmentation model

• Uncover the motivations that drive the different types of relationships

• Prioritize which alumni segments provide the best opportunities for colleges

• Provide recommendations regarding how these different alumni segments should be managed to optimize their individual likelihood of donating

• Develop a predictive model and applied tool to classify alumni into segments based on a minimum number of questions

Research Objectives

Segmentation Method and Analysis

A Motivational Segmentation of College Alumni

Secondary Research

Over 250 research articles concerning college donating and charitable giving were reviewed to identify current issues, trends, and alumni motivations.

– The following variables were identified in the literature and provided guidance for the questionnaire design.

Questionnaire Development

• Age• Gender• Income• Marital status• Employment• Education level• Ethnicity• Religious affiliation

• Personal identification• Pride• Perceived need• Benefits from giving• Uniqueness of college• Obligation or duty• Professional benefits• Current involvement• Trust• Prioritization• Recognition• Gratitude

• Type of college• College prestige• Professors• Campus/facilities• Activities• Grades• Time to graduation• Tuition• Scholarships/grants• Family legacy• Academic major• Residence• Placement• Student loan balance• Social experience

Demographics College Experience College Relationship

• Personal values• Religious values• Political orientation• Tax benefits• Networking• Life satisfaction• Perceived need

Charitable Giving

• Insert slide from page 3 of white paper segmentation measures

• Insert slide from page 4 of white paper graph

Persona Development

The national study identified three segments of alumni respondents that vary significantly in terms of their attitudes and motivations associated with giving to their alma maters:• Champions• Friends• Acquaintances

Pull image from page 5 of the white paper

Summary of Findings

Implications– Colleges are better at managing relationships with ___________ than

they are with _____________. – Colleges ineffectively manage the _______________ segment.– Colleges spend as much money contacting Acquaintances as they do

either Champions or Friends. This is a waste of scarce resources that would be better spent enhancing programs targeting other segments.

DISCUSSIONStrategy

Targeting PrioritiesChampions are the most important segment for colleges to target and manage.

– These alumni donate the most frequently and make the largest average donations. They are the foundation for alumni giving programs.

• Although we did not focus on major gifts, financially able Champions have the passion to make major donations.

– Champions are the low hanging fruit for fundraising programs. Colleges who already have proactive alumni relations programs are likely enjoying at least some success with these alumni through self-selection.

Champion Comments

Sometime I don't hear about all the events so post on Facebook and email more often! I really enjoyed the Bowl tour, the flight was great, loved the football buses, all the events were amazing including the paddleboat, tour and best of all the fabulous tailgate party and big win at the Bowl. I plan on donating more and being more active after meeting all of you. Thank you so much!

Targeting Priorities

Friends are the second most important target for colleges.

– Like Champions, Friends donate frequently. But their average donation is much smaller.

Friends provide outstanding opportunities for revenue growth.

– Friends donate much more to charities than any other segment, but only devote7% of their charitable giving budget to their college .

– Even small increases in the proportion of Friends charitable budget being allocated to their alma mater would provide substantial rewards.

Friends are already in the habit of giving to their college and other charities.

– Colleges need to do a better job persuading Friends that their college deserves more of their support relative to other charities.

Friend

From a Friend: I am a Head of School for an independent school in ---------, --, and therefore have quite a bit of experience in fundraising, just having raised $21 million for our capital campaign. I am retiring in June 2012 and will be returning to -------, where I have a home close to. After taking some time off I intend to get more involved with the institutions I attended in the area. You may contact me after June 2012 here is my e-mail and phone number

Feedback from a Friend

– Low cost ways in which to keep updated and a way in which to engage

Messaging

Effective Communications

A GREAT EXAMPLE OF SEGMENTED/TARGETED COMMUNICATIONS

I work for a non-profit organization in Cambodia and fundraising is also part of my responsibility. I've found that knowing a little bit about my donors and customizing the message is important to be effective due to the overwhelming amount of requests people receive. That would be difficult with a donor/alumni base as large as XXX's but information gleaned from social media and online surveys could be helpful. Good luck! Christina

The More You Know…

How to Create Personas

• A number of sources can be used:– Database information (engagement

and participation metrics)– Past giving behavior (LYBUNTS,

SYBUNTS, etc.)– Prism cluster– Ability to give– Attitudinal Data

• Surveys• Focus groups• Social Media

President Hennessy, “I have more in common with someone who is a young alum living in Los Angeles than I do with someone living in my neighborhood.”

We need to develop personas based on what people care about and how they want to be engaged.

Question for Group Discussion:

• What one group of individuals is a challenge that you would like to engage further?

• What information do you have/do you need?

• What creative ideas do you have for strategy and execution?

Volunteers neededThe University of Northern Iowa is looking for a few volunteers to help host the UNI tent at the Principal Charity Golf Classic at Glen Oaks Country Club in West Des Moines on Thursday, May 31. Please email Amy Mohr with your name and preference of morning (9 a.m.- 1 p.m.) or afternoon (1-5 p.m.) if you are interested. For all alumni, wear your team colors on Thursday, May 31, in support of UNI and get in free to the Principal Charity Golf Classic in West Des Moines. Dr. Noel M. Tichy to speak at Education Lecture Series

UNI alumni and friends are invited to attend a free lecture by Dr. Noel Tichy entitled, “Empowering Leaders at Every Level: Great Leaders Must be Great Teachers,” on Wednesday, April 11 at 7 p.m. in the Maucker Union Ballroom.

Just Launched! Hail It ForwardGive back to your Michigan community by sharing one-to-one career guidance with U-M alumni and students, including assistance with mentoring, professional branding, relocation, and employment opportunities. For example, Zachary Rable, '10, is looking for an internship/shadowing opportunity in the field of urban planning. It takes only a few minutes through Facebook. To help grow your Michigan community and help Zachary, visit facebook.com/Michiganalumni and click on the Hail It Forward application tab.

Examples from Audience

How are you using information about your alumni to segment the communications that they receive?

Add infographic strategize, implement, analyze

Just in Case You Forgot….

• Not a static process• Communicating to three groups

break into segments• Campaign codes• Sub-segment college of education

response rate 1/3 of everybody else• Market testing before you send out

50,000 • Run an A/B testing• Test different messages• Constantly be tweaking message

Applications and Analysis

1.) Use all available research to develop strategy (especially research relating to your alumni)2.) One size fits all approach to alumni communication doesn’t work. Segmentation and personalization are keys to communication3.) Evaluating and testing is a continuous process 4.) Things Change

Take it Away…

Questions?

To Continue the Discussion

@AnnCOleson

White Paper

Webinars

ann@convergeconsulting.org

Findings from the Field: Communication Channel Preferences

Findings from the Field: Philanthropic Interests

The Power of Words

http://www.youtube.com/watchv=Hzgzim5m7oU