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The first step in any nonprofit communications strategy, no matter the goal, is having a solid understanding of who makes up your audience. Gone are the days of traditional communications streams of one message to one audience. It is now many-to-many: your supporters are unique individuals, and should be treated as such with content and messages that are tailored to their interests and needs.
Persona development is a process that links audience research to segmented marketing strategies by humanizing your audience. Who are they as individuals? What motivates them? Why are they interested in your organization? Audience personas can help your organization be more effective in your content creation, campaigns, and constituent relations and retention - influencing hearts, minds, and behaviors in a more authentic and personalized way.
During this webinar, we’ll walk through:
How to identify your organization’s highest impact target audiences. Determine who they are, what they care about, and what makes them unique.
Strategies for effective data collection and analysis for persona development
How to test and activate your personas through digital channels
Strategies for ongoing data collection, audience segmentation, and personalization to drive higher response rates and create lasting relationships with your supporters
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