Here are my personas:
David, 77, master’s degree, retired from state government work. He is upper middle class who has given generously to the station for decades, usually in a few larger gifts per year. Passionate about the news, and seeks information from multiple sources. Father of two children, grandfather of 5. Dotes on the kids. David values education and truth. His work in state government, where he worked often with media, gave him an appreciation for accuracy. He also cares deeply about the community as he’s lived here his entire adult life. Our station provides accurate news all day every day for David to listen to. Our station promises that we will continue to find programming that provides informative and engaging news for our audience to tune into.
Julie, 41, has broadcast background, runs the family business while also taking part in community theater, very savvy on social media. Married with two sons, whom she adores. Is middle-income family and donates at least once a year. Passionate about improving her community and providing a solid education for her children. Julie values the arts of all kinds, as well as increasing educational opportunities in the community. Our station provides programs about arts programs in the community. Our station promises that we will continue to find new ways to share with our audience information about the arts in our community.
Topics that I will want to keep in mind as I develop talking points include knowing what types of programming would appeal to them so I can either increase their gifts to push David into a major gift and Julie into a monthly reoccurring gift.
Points that might not resonate well with these two include reduced staffing and a lacking social media presence. We need to work on more than just posting