welcome q&a€¦ · corporate giving connection is a full service development, marketing, and...
TRANSCRIPT
• Welcome• Donor Personas 101• Personas into Action• Persona Tips• Q&A
Agenda
#DataToDollars
Session Host
Kelly Velasquez-HagueContent Marketing Director
OneCause
Jen LinckChief Marketing Officer
Corporate Giving Connection
Corporate Giving Connection is a full service development, marketing, and corporate social responsibility consulting firm focusing on strategic planning and implementation for your nonprofit organization or corporation.
FUNDRAISINGLANDSCAPE
CHALLENGE: STANDING OUT
DONOR PERSONAS101
WHAT’S A PERSONA
WHO ARE THEY
HOW MANY
WHERE DO I FIND
Fictional representations of your ideal donors.
Most causes have 2-4 personas; quantify and prioritize them for max impact.
Created using data, results and interviews. This is critical to success and growth!
WHY DO I NEED PERSONAS?
1. To target your voice and marketing efforts to specific segments
2. To identify opportunities for messaging and placement
3. To ensure all stakeholders have a solid grasp of the key audience
4. To humanize your donors and give your team a way to speak consistently about them as distinct groups
#DataToDollars
WHERE DO I GET THE INFO?
• Do research online
• Social media
• CRM, fundraising software
• Web analytics
• Quantitative data (surveys)
• Qualitative data (interviews)
PERSONAS IN ACTION
Personas: Examples
Francine Executive Leader::
“As a professional, I strive to get things done and make things happen, including fundraising. I move fast, but if you can engage me in your cause, I am loyal and ardent supporter.”
ASSERTIVE
JOB TITLE
AREA
DEMOGRAPHICS
CEO, ORExecutive Director, ORVice President, Sr. Consultant
Urban or Suburban
Female. Age 45-60.
"I am a business executive who believes a sound business strategy is critical no just in the for profit world, but for nonprofits to be successful. I want to make a difference, but want to invest in causes that will use my donations effectively and have maximum impact. I appreciate tech and cutting-edge causes, but good stewardship of resources and sound strategy is key to engage my giving.”
MOTIVATIONS• I am driven by deep commitment and hard work,
and being the best at what I do. • I want to be viewed as leader in the causes I
support. • I want to hear from the Board on strategic plans and
positive results.
GOALS• Top and bottom line revenue.• Acquire new donors (incl reaching younger
supporters).• Retain donors and raise more from them.• Program efficiency and real-life impact $
PREFERRED MEDIA CONSUMPTION• Newspaper, Trade Publications• LINKEDIN• Conferences, Conventions• OneCause Annual Report
FEARS & CONCERNS• Financial stability of nonprofit. • Wasted resource and fundraising inefficiency.
CHALLENGES & FRUSTRATIONS• Don’t use my donations wisely• Too many communications• Too many asks throughout the year• Lack of personal fundraising• No modern tools for donations
AREAS OF INTEREST• New Program Support• Annual Giving• Board Volunteering
EXPERT
OUTSPOKEN WELL-INFORMED
DONATION HISTORY• Major Gift• Gala Table Captain • $21K in 2018; prefers personalized asks; tech OK
Ian Board Influencer::
“I believe technology is the key to social good and that nonprofits can better leverage it to drive impact. Build models, programs and innovate in your nonprofit space, and I’ll support your solution all day long.”
DETAIL-ORIENTED
JOB TITLE
AREA
DEMOGRAPHICS
IT Director, ORVP, Technology
Urban
Male, 30-39. Urban.
“I am an IT professional with history primarily in the for-profit world. Based on that experience, I want to be seen – and valued – as forward-thinking, and be involved with causes that are doing innovative work. I appreciate the value of hard work, but am really looking for causes on the cutting edge of nonprofit work and social impact.”
MOTIVATIONS• I want to give to the “best-in-class” causes.• I want to be seen as a cutting-edge philanthropist.• I gravitate to new programs, ideas and social impact.• I like innovation and am drawn to causes that use
technology for good.
GOALS• Fund new ideas, new areas, new programs.• Give to technology initiatives or tools that provide
social impact.• High growth, high return nonprofits with scalable
models and track records of success
FEARS & CONCERNS• Whether causes are full embracing technology.• Need to plan now to attract and retain
millennials.
CHALLENGES & FRUSTRATIONS• Too many donors calls from the cause.• Old outdated communications, traditional appeals –
want to be a mobile donor.• Meet me where I am with technology
FAST-PACED
CAPABLE ANALYTICAL
PREFERRED MEDIA CONSUMPTION• Tech Industry Publications• Social impact blogs and case studies• Social media (Facebook, Twitter)• Colleague Recommendations• Charity Navigator
AREAS OF INTEREST• Adult technology and education programs• STEM programs• Infrastructure IT projects
DONATION HISTORY• Annual Fund• Sponsor a Tech Camper• $6K in 2018; prefers recurring donations; online
Melissa Millennial Motivator::
“I am an cause junkie. Once I find a group that does work I believe in, I am engaged 100%. I love to volunteer, give my time, recruit friends via social and am growing into a long-term donor.”
ARTICULATE
JOB TITLE
AREA
DEMOGRAPHICS
Manager, Analyst, Specialist, Entrepreneur
Urban or Suburban
Female. Age 30-39. Urban.
“It’s paramount that I give to a cause that helps me engage digitally with their mission and visually connect with the social impact. I am comfortable and enjoy the human stories, they why of how a cause makes a positive impact. You can find me on social media, digesting large volumes of information and searching for the right organization to give my time, talent and treasure to.”
MOTIVATIONS• I am a peer-to-peer influencer.• I gravitate to creative, innovative & successful
campaigns.• I want to donate on a flexible & intuitive platform
that engages me in the cause.
GOALS• Participate in multiple events and campaigns.• Increase YOY participation & recruiting new donors
for the causes I support.• Reimagine and grow the organization’s volunteer
program.
FEARS & CONCERNS• Jeopardizing my social cred if a cause isn’t legit.• Not being taken as a serious donor.• Understanding where I can best give and fit in.
CHALLENGES & FRUSTRATIONS• Donor communications are too long and boring.• Tell me about your impact and show me images!• Need easy ways to engage, on my time and
schedule, and on the tools I use everyday.
PASSIONATE
PERSUASIVE ASSERTIVE
PREFERRED MEDIA CONSUMPTION• YouTube• Instagram, Twitter, Snapchat • Reddit, Human Rights Watch• Late Night Shows
AREAS OF INTEREST• On the ground research, • Social activism• Event fundraising & Peer-to-Peer
DONATION HISTORY• Fund A Cure• GivingTuesday• $1K in 2018; but dedicated volunteer top 5%
DONOR PERSONATIPS
#DataToDollars
TIP 1: BASIC BIO
• Basic demographics• Median age• Gender• Education level• Occupation/Title• Employment type• Race• Marital status• Kids or not
• Interests/hobbiesWHAT DO YOU KNOW?
#DataToDollars
TIP 2: ENGAGEMENT KEYS
• Goals• Challenges/frustrations• Values and fears• Where they get information• How they like to hear from you• Target areas (programs, activities)
HOW DO YOU MOTIVATE ME?
#DataToDollars
TIP 3: DONOR HISTORY
• Cadence (monthly, yearly, etc.)• Avg. gift history• Donation Channels (annual, major, event)• Method (online, mail, in person, etc.)• Annual donations (total vs. to your org)• Past objections
HOW DO I GIVE?
#DataToDollars
TIP 4: BRING IT TO LIFE
• Real picture• Key message/appeal• 2-3 sentence description or “bio”• Quotes from the person (real ones
from interviews or made up)• Name/archetype (ex. Millennial
Marjory, Superfan Sam, Annual Agatha, etc.)WHO AM I?
Francine Executive Leader::
PUT IT INTO ACTION
1. Educate staff and stakeholders
2. Use in onboarding process
3. Include in internal marketing strategies
4. Embed in presentations and communications
5. Audit website, social, and collateral
6. Segment your existing donors into personas
7. Brainstorm how to segment communications
8. Identify communication to persona gaps
WHAT DO I DONEXT?
Jen
1. START WITH YOUR DATA2. MAP IT OUT3. MAKE IT REAL!4. GET INTO THEIR MINDSET5. IMPLEMENT ACROSS TEAMS
Persona Roadmap
Questions?
www.raise.onecause.com
