How to Create an Ideal Donor Persona?
In the previous article, we discussed the importance of creating a donor persona. This detailed profile can help you to build an effective marketing strategy for your organization and attract people who will support your charity.
Here are some questions to ask in order to develop a comprehensive donor persona profile. For your convenience, we have grouped these questions into three sections.
- Basic demographics.
First of all, you should know the average age and income of your target donors, as well as their typical range of professions.
It is also important to choose residential regions to target. How can you determine the locations of your ideal donors? It turns out that there are some common patterns among donors. For instance, you can find out which zip codes or regions are the most “generous” and target those locations. We will tell you more about the common characteristics of donors in our next article.
- Media sources used.
Do some research and determine where your potential donors get their information. Do they use social networks, search engines, or simply printed newspapers?
A great way to find out is to conduct a survey. With EvalX’s online survey software, you will get valid results. Your audience will be strongly motivated to respond because, with each survey submitted, a donation is transferred to the nonprofit at no cost to the respondent!
Once you have defined the sources of information that your donor persona prefers, be sure to arrange for your organization’s presence in those media channels.
- Core values.
Determine the most exciting aspect of your charitable cause for your donor persona. What is his or her motivation to support you? How did they become engaged with the cause? Do they like enjoy regular updates about your organization’s results and achievements? Answering these questions will help you to provide your potential donor with the right information to motivate a contribution.