Personas:
AB – 20 year old college student, loves live music and discovering new bands, not a lot of spare money to spend but tries to donate once a year at the lowest level during the fund drive to get our latest t-shirt, doesn’t tend to sign up for volunteering but does enter to win show tickets on a regular basis
CD – 50 year old lawyer, loves our community involvement, is a sustaining member at a significant dollar amount but not necessarily a “major donor,” enjoys the swag but that isn’t a primary donation motivation, occasionally a station volunteer at events
While we definitely push to have people become sustaining members, someone like AB feels comfortable with a one time donation rather than breaking it up monthly. We do try to explain the benefit of sustaining vs. one time, especially for those who are habitual lump sum donors. On the other hand, working with someone like CD to get them from a high level donor to a major donor might involve the hurdle of how it benefits them.