The secret to increasing engagement is knowing your audience. Success becomes more of a gamble if you don’t know who you’re trying to target with any marketing endeavour. Identify your nonprofit’s target audience to reduce the guesswork in your marketing strategy. Your target audiences influence what you say, how, and where.

A target audience persona is a fictitious portrayal of an average member of your target audience based on behavioural data and information you have learned from getting to know your supporters personally. To construct a persona, use one particular person to symbolise what you already know about each of your primary audiences to improve your marketing efforts. When you start developing your target personas, it is essential to include the following five factors:

  1. Social traits: line of work, earnings, interests, and familial position. Do they have children, are they married, or are they single?
  2. Demographics: age, financial status, gender, geographical location, and educational level.
  3. Identifiers: the type of supporter (volunteers, gives large/small or irregular donations.
  4. Marketing approach: what kind of message will they react to, and how can you persuade this person?
  5. Challenges: what roadblocks prevent the person from engaging with your charity, and how effective has your marketing been on this target persona?

Charities can produce engaging content with the highest likelihood of being read or viewed if you know where each donor is in their giving journey and how they prefer to receive information. You will discover more about your donors with each objective and campaign as you gather data and analyse the outcomes.

Charities must carefully consider how to prioritise their efforts to bring in new donors from all generations. According to recent statistics, women and older people are generally more likely than younger people to participate in charitable and social activities. As a result, charities should concentrate on maintaining and encouraging their support while also keeping in mind the potential contribution of young people.

Young people may want to help worthy causes, but their assistance is not necessarily monetary. They are more inclined to contribute their time instead. Or, if they choose to donate financially, young people are more likely to do so sporadically than older people. Charities should consider these behaviours when creating programmes to engage the younger population. Involving the next generation of donors to sustain your nonprofit organisation is crucial.

Engaging that demographic becomes easier once you have identified and developed a target audience persona around it. Use one of the personas in every message you send or create, and tailor your marketing strategy to the target market you’ve identified. Therefore, engaging correctly with various audiences is crucial for organisations wanting to grow and maintain support across all generations.

A Tool to Extend Your Reach

Story Resonate has a Donor Management System that helps to develop connections with multiple audiences. Our donor system allows you to tailor your storytelling to impact a diverse range of donors based on defined target personas. Building a nonprofit target audience is ideal for organising and streamlining your marketing efforts. It is as significant as creating a content strategy or a social media marketing plan.