Global non-profit identifies donor personas to streamline and improve marketing outreach to donor base of more than five million.

Overview:

Global non-profit identifies donor personas to streamline and improve marketing outreach to donor base of more than five million.

Problem:

A leading non-profit with a donor base in excess of 5 million needed an efficient marketing segmentation strategy to support its vision for building sustainable relationships with its donor base. Senior leadership recognized that their donor base is aging and needed comprehensive donor profiles and a communications strategy that would resonate with millennials and increase funds raised. Existing marketing efforts were limited, relying largely on antiquated direct mail without a methodology to understand and utilize psychographics, philanthropic donation triggers, and motivations for event  participation.

Approach:

Southern Growth Studio used Design Thinking to better understand their donor base and frame their need states. Through over 500 field intercepts, empathy interviews and online surveys, multiple donor personas were codified and developed. The team designed multiple dynamic journey maps to chart key touch points and experiences to uncover opportunities to refine the donor’s   experience.

Results:

The organization shifted from a transactional relationship with donors to an experiential strategy that deepened relationships with their donor base. Events, marketing messages and communication platforms were adjusted according to the specific persona type and maximized the lifetime value of donors.