Here are the two personas I created:
John Purple – 86 years old, holds a Master’s degree in English Literature, and is Upper Middle Class. He values education, culture, community, and the arts. His interests and hobbies include classical music, documentaries, painting, gardening, and fine dining.
Lilly Blue – 32 years old, holds a Bachelor’s degree in Communication, and is Middle Class. She values diversity and inclusion, the LGBTQ+ community, truth, knowledge, and the environment. Her interests and hobbies include political activism, news and public affairs, television, pop and rock music, and animals.
Both of these personas are passionate about their community, so a good talking point would be how my station provides service to and enriches our community through our programming. I would remind them of why they watch and listen to my station, what they value about the services my station provides, and explain how their financial support will allow my station to continue making a difference in our community. I think Lilly could respond well to incentives like premiums and matching challenges because of her interests and hobbies.
I do not think that incentives such as premiums would work well for John, as he is an older listener and probably not interested in T-shirts, bags, or CD’s. I also think that Lilly would be discouraged from making a donation if the on-air personalities sound like they are reading from a script, because she would want to hear more personal testimonials.