Know your audience to communicate more effectively.
When publishing on the internet (a web page, a blog post, an image on social media), we do not know who will read it and what he or she will think about it. Yet, it is of paramount importance to have a good post targeted to your audience.
How do we define the audience? And how do we know what our audience is thinking?
To answer these questions, Starkad created personas.
A persona brings together several key demographics that can help dictate choices for the design of a humanitarian campaign or the vocabulary for a publication.
Why is it important for web marketing to discover how personas use information? Which websites do they visit?
Which source do they trust?
What is their decision cycle before making a donation?
For Starkad, persona analysis is important because it is an integral part of all our services.
There are some general trends that are useful to understand. Here is an example of 4 personas based on typical donors, by generation.
For the Generation Y (or millennials), trust is very important. They prefer authenticity and blogs to traditional media.
Like the millennials, Generation X wants to build trusting relationships and often refer to their peers’ approval. They often use the internet and social media is an excellent way to reach them.
In general, Baby Boomers donations are more generous than other personas.
Civics prefer more formal communication, respect experience and more like formal wear.
Their values and experience make them great candidates for NPO implication.