Marketing Personas are fictitious characters you create to represent your various different audience segments – subscribers, advocates, donors, volunteers, etc.
They’re nothing more than a tool to help you better understand what motivates people to donate, volunteer, and support your org.
And the better you define your personas, the easier it will be to create branding assets, social media content, website copy and email messages.
6 Steps To Creating Marketing Personas for Your Nonprofit
Following are six steps you can follow to create a set of personas.
1. Define Your Segments
Start with a list of the various different segments that you deal with. And give them names! This will help you interact with them once you start asking them questions.
2. Define Demographics
Demographics, as we will see, are very different from Personas. It’s very difficult to create content that resonates when all you know is where someone lives and how much money they make.
Still, you have to start somewhere and demographics is a perfectly fine place to start.
- Where do they live?
- What gender are they?
- What level of education have they achieved?
- What is their income?
- What is their marital status?
- Do they have kids?
3. Articulate Their Values and Beliefs
Next, you’ll want to know what their values, opinions and beliefs are.
Knowing this information will give you a very good handle on what will be going on in their heads when they visit your website, complete a donation or attend an event.
- What are their passions and interests?
- What are their dreams and goals?
- Are they politically conservative or liberal?
- What are their personality characteristics?
- What motivates them to share information with others?
What’s great about social media is that you can get this information simply by visiting social profiles. This gets much easier if you use a service like Rapportive or have social CRM features built into your donor database.