1.
3Tips for
Creating More
Realistic Donor
Personas

2.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
What are personas?
Personas are fictional representations of
your ideal supporter, donor or volunteer.

3.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
How are personas useful?
Personas enable you to experience your
brand through the eyes of your donor
and volunteer. Personas help neutralize
your subjectivity.
Personas can help you redesign your
website, improve engagement on
Facebook and other social media, and
create more relevant messages.

4.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
Sally Supporter -Volunteer Persona
Sally is a 35-year old single mom. She manages a customer support team
at a healthcare company. At work and in her personal life, Sally exhibits a
high level of integrity and passion.
She believes that it’s her mission to create a better world for her children,
and that creating that world exists in each and every interaction she has.
Sally has tremendous leadership capability, but very little time for
anything other than her job and her children.
Age - 35
Family - Children in K-12
Career - Management, sales, professional
Income - $50,000 - $70,000
Ways to reach Sally: Email, direct mail
What do they look like?
Like characters in a movie, personas will
be archetypes:

5.
3Tips for
Creating More
Realistic Donor
Personas

6.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
Use Google Analytics
1. Use real data to create your personas
https://support.google.com/analytics/answer/2799357

7.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
Use Facebook Audience Insights
1. Use real data to create your personas
https://www.facebook.com/business/news/audience-insights

8.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
1. Use real data to create your personas
Use Survey Data

9.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
2. Talk to an actual donor

10.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
Sally Supporter -Volunteer Persona
Sally is a 35-year old single mom. She manages a customer support team
at a healthcare company. At work and in her personal life, Sally exhibits a
high level of integrity and passion.
She believes that it’s her mission to create a better world for her children,
and that creating that world exists in each and every interaction she has.
Sally has tremendous leadership capability, but very little time for
anything other than her job and her children.
Age - 35
Family - Children in K-12
Career - Management, sales, professional
Income - $50,000 - $70,000
Ways to reach Sally: Email, direct mail
3. Keep refining your personas
Your donors are squishy.They evolve,
change their minds, and grow…

11.
Get access to previous training sessions
Get access to the Hump Day archives:
http://members.johnhaydon.com/course/smart-marketing-lessons/
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

12.
3Tips for Creating More Realistic Donor Personas
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online
fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New
Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and
various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund,
Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic,
TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston,
National Wildlife Federation, Make-a-Wish Foundation, ALS Worldwide, and more…
About John: