Blackbaud recently published a guide called How to Identify and Empower Those Who Can Engage an Entire Community that includes information about four distint nonprofit social media personas.
To help you better understand these personas, they also published a handy-dandy infographic, which I chopped up below.
1. Key Influencers
Key Influencers are widely read and shared by more people than posts generated by any other group. These folks comprise about 1% of your online community. Along with Engagers, they create about 80% of the online content in your community.
Engagers have well-established social networks and are strong influencers of people they know personally. These folks comprise about 5% of your online community.
3. Multichannel Consumers
Multichannel Consumers enjoy keeping up with social media content and occasionally participates. They influence to some extent, but their sphere of influence is not a dominant part of their persona. These folks comprise about 45% of your online community.
4. Standard Consumers
Standard Consumers read and watch updates more than they create new content or make comments, and they are influenced by their more socially active friends and family. These folks comprise about 49% of your online community.
Developing Your Nonprofits Personas
It would be a terrible mistake to simply pin these graphics up on your cube without making them come to life.
The more you feel in the details of your persona’s lives, the better you create content that truly speaks to them. You can fill in the details about your personas by following these 12 steps.