A. Supporters/Donors
Demographics:
-Age: 30–65+
-Gender: All
-Income Level: Middle to high income
-Location: Often local or national depending on your organization’s reach
Motivations:
-Want to contribute to a meaningful cause
-Desire tax-deductible contributions
-Interested in long-term impact and transparency
Online Behavior:
-Engaged with informative and emotional content
-Likely to read annual reports and success stories
-Responds to impact-driven campaigns and clear donation calls-to-action
B. Volunteers
Demographics:
-Age: 18–35 primarily (can include retirees over 60)
-Gender: All
-Occupation: Students, early-career professionals, retirees
Motivations:
-Seeking purpose and hands-on contribution
-Looking to gain experience or give back to the community
-Social interaction and networking
Online Behavior:
-Actively follows events and behind-the-scenes posts
-Engages with peer stories, volunteer testimonials
-Uses platforms like Instagram, Facebook Events, and LinkedIn
C. Beneficiaries
Demographics:
-Age: Varies widely depending on cause
-Gender: All
-Socioeconomic Status: Typically underserved or at-risk groups
Motivations:
-Seeking support, services, or information
-Desire empowerment and inclusion
Online Behavior:
-Follows the organization for updates, resources, and opportunities
-May not engage often publicly but are active readers
-Likely on mobile-first platforms, especially Facebook and WhatsApp (if international)
D. General Public
Demographics:
-Age: Broad (15–65+)
-Gender: All
-Location: Urban and suburban audiences more likely to engage online
Motivations:
-Curiosity about cause
-Potential to convert into donors or volunteers
-General social responsibility interest
Online Behavior:
-Responds to viral, visually compelling, or educational content
-Engages with cause-based hashtags or awareness campaigns
-Shares content if emotionally moved
- Create Audience Personas
Persona 1: “Compassionate Professional – Emily”
Demographics: 42 years old, female, married with two children, lives in a suburb, works in marketing.
Motivations: Wants to make a difference through regular giving; values transparency; seeks measurable impact.
Online Behavior:
-Regularly uses Facebook and LinkedIn.
-Donates during campaigns like Giving Tuesday.
-Shares success stories and charity events.
-Subscribes to newsletters and watches impact videos.
Persona 2: “Eager Volunteer – Josh”
Demographics: 24 years old, male, single, recent college graduate, lives in a city.
Motivations: Looking for meaningful volunteer opportunities; wants to gain experience and meet like-minded people.
Online Behavior:
-Active on Instagram, TikTok, and LinkedIn.
-Shares volunteering photos and tags the organization.
-Responds to behind-the-scenes content and calls for help.
-Interested in quick, interactive content like reels or stories.
Persona 3: “Hopeful Beneficiary – Ana”
Demographics: 34 years old, single mother, low-income, lives in a rural area.
Motivations: Needs access to the services your NPO provides (food, education, healthcare, etc.).
Online Behavior:
-Uses Facebook primarily via mobile.
-Quiet follower, rarely comments but reads updates carefully.
-Searches for information about programs and application deadlines.
-Prefers content in plain language and in her native language.
Why Personas Matter
Using these personas, your team can:
-Create tailored content that speaks directly to each group’s needs
-Schedule posts on platforms they frequent
-Adjust tone and call-to-action for different segments
-Increase conversion by targeting messages more precisely
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