Persona 1
John, college grad, family man, homeowner, almost reaching our Major Donor level but not quite there yet-
Goal: How do I get him to be a Major Donor?
– Hobbies- Cars, computers, woodworking, takes kids to their sports events
– Values truth, Local news, community, green initiatives, kid inclusivity
– We offer local news and radio camp for kids, attempt to use local shops for our thank you items
– Continue strengthening our overall goals and improve our meetups to be more kid inclusive
John is not interested in global news. He really is concerned about his family so when developing talking points I need to focus on our local news and local events. A family focused program may get him to make the final leap to Major Donor.
Persona 2
Sarah, has never given, some college, mid 20s, works at a bar or coffee shop, listens to WFDD/our station at work with staff. Low income, has roommates.
Goal: To get them to give at the $5 entry level (60 a month)
– Shop Local, Community, buys organic at local farmers market, involved in the arts in our community, volunteers for art orgs around town
– Local meetups, local news, Carolina Curious (a local listener driven segment)
– Meetups/out reach in younger areas. Advertise more on social media-
We need to focus on getting a marketing team with social media experience that can really speak to our younger audience and reach them where they are (TikTok/ Reels). There does not need to be a lot of crossover between our email campaigns and social media because they will target different groups. Sarah won’t want to hear about major donors because that is too far out of her reach and will alienate her.