We are a classical music station. The two personas I created are:
One – Reginald, 75, lives in Florida with his husband but they are from Chicago where they first found the station and listen through streaming. Degree educated, passionate about music, arts, concerts and being active in his retirement. Listens to the station for both calm and musical education. Appreciates the tone of the station, respect for the listener. Used to take thank-you gifts but no longer. His giving is all but guaranteed, he’s a long time member and will give once a year only, if he’s tuned in to the drive or receives a letter around the time of his renewal month.
Two – Rebekah, 42, lives in Chicago, she and her husband are working parents to two kids. She plays the station in the car for everyone, and sometimes at home. Rebekah listens because her parents did, it was a part of her childhood. She is passionate about access to the arts for everyone in the community, especially young people, and one of her kids plays the violin. She values the station’s emphasis on and commitment to showcasing works by under-represented composers and playing a variety of classical music. Her giving is more spontaneous, and more likely driven by talking points on air and special incentives from pledge drives like thank-you gifts that she can share with her kids.
Both listeners are good prospects for the sustainer program. Talking points would focus on what specific things the station brings to them individually.