4 Quiestions that Help you Understand your Donor

By Ramon Garcia


When you think of a supporter or donor, a certain image may come to mind depending on the type of work that you do. If you don't, you should start thinking about it. I have talked about the importance of creating content in your social media outlets that speaks directly to the people who you want supporting you. I have also given some ways in how to make your posts memorable for those who decide that your work is worth supporting through donations, volunteerism, and rallying other to contribute in your cause. This time I will give you four important things to consider when creating a profile of your ideal supporter or donor.
These 4 concepts will outline the help you identify and outline the personality type of those who you want to reach out to and move them to become active supporters of your cause.  You may think that you want every possible donor you can get, but the reality is that it is going to take a certain type of persona to engage in the work you do.  You want your donor to be engaged and active supporters all around, and for that it is important to find those who will connect deepest with your mission.


Concept #1
What age, gender, and job does your ideal supporter or donor have? When you answer this question consider the typical personal that most cares about what you do. To give an example, you could say that a donor of a non-profit organization that works in eliminating Domestic Violence, is a 50 year old woman who hold an administrative position in a bank and whose name is Lindsey. 


Concept #2
What are this person's motivators? While exploring this questions, look at what is of value to them, and how do they measure success usually. To continue with the same example: Let's suppose that Lindsey values justice. She usually measures success by considering the timeframe that it takes to achieve a certain goal.


Concept #3
Who does your ideal supporter relate to? What is the circle that they live in, who are their friends, bosses, subordinates typically. Lindsey hangs out at the local coffee shop during lunch with her female supervisor, and they talk about social issues like poverty, and tax injustice.


Concept #4
What benefit would contributing to your cause give your donor? Is it intrinsic? Why would it be a benefit to them? For example, when Lindsey contributes to the local Domestic Violence shelter, she receives a letter in the mail that tells her how many victims have been kept safe. She collects these letters to show off to her supervisor at the company party.


When you take time to answer this questions you will be closer to understanding what your ideal supporters are all about. You will be able to develop content and calls to action that are appealing and engaging. Always keep in mind that it takes time and effort to send an effective message that is meaningful, and now you have some tools that will help you get closer to those who will support your work and your mission.






Source: David J. Bradley Getting Digital Marketing Right: A simplified process for business growth, goal attainment, and powerful marketing.