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.