1 / 30

Developing Personas for Strategy

Developing Personas for Strategy. Dolores McDonagh Principal Consultant Charity Dynamics. What is a Persona?. A persona is a representation of one of your key target audience members.

woods
Download Presentation

Developing Personas for Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Developing Personas for Strategy Dolores McDonagh Principal Consultant Charity Dynamics

  2. What is a Persona? • A persona is a representation of one of your key target audience members. • Personas identify the motivations, expectations and goals of that site visitor and bring them to life by giving them names, personalities and often a photo.

  3. Personas are also… A really good way to AVOID THIS!

  4. Websites are the Third Rail of Organizational Politics!

  5. Other Benefits of Personas • Puts us “in the shoes” of each audience group • Helps us keep user scenarios in mind during the design process • Ensures the design, layout and functionality of the site meet the needs of the audience

  6. Using Web Personas throughout Website Design Process

  7. Interviews Surveys Web Analytics Discovery Key Themes/Personas Site Recommendations

  8. How To Get There: Discovering Your Personas Website Constituents: • Audiences • General Website Visitors • Online Donors • Oversample Key Audiences • Input Tools • Analytics • Surveys • Interviews & Focus Groups • Social Media Don’t Forget Internal Stakeholders: • Executive Team • Marketing • Data/IT • Fundraising • Program Staff Listening to gainINSIGHT to move in the right direction. // Page 4

  9. Input from Internal Stakeholders informs: • Departmental Goals • Key Audiences • Location of Possible 3rd Rails! Don’t forget key internal ‘Volunteers’

  10. Internal Stakeholder Input • Website Working Group • Departmental Meetings • Interviews • All Staff Survey Take your customer service staff to lunch!

  11. Key Audiences Input • Google Analytics • Fundraising and Engagement History • Surveys • Interviews • Focus Groups

  12. Google Analytics • Key Analytics • Number of Visits • Average daily, monthly, annual • Note any spikes and connect to reasons • Average visitation time • Percentageof visitors who are returning visitors • Bounce rate

  13. Browsers and Devices tablet mobile desktop * Compares Jan – July 2012 to Jan – July 2013 for one nonprofit website • Browsers give hints on users sophistication • Internet Explorer 37% • Safari 24% • Chrome 19% • Firefox 15% • Other 5% (including Android at 1.38%) • Mobile and Tablet Traffic* • Mobile traffic is UP 167% • Tablet traffic is UP 278%

  14. Site Traffic & Visitation Analysis • How are they getting to your site? • Direct Traffic: Typing in “YourURL.ORG” in browser window or has a bookmark • Search Traffic: Using Google to find you • Referral Traffic: Other sites are directingthem to you • Content analytics – who’s visiting what?

  15. Fundraising & Engagement • What’s Working for You Now? • Don’t Ignore Offline Successes • What is Social Media Telling You?

  16. Key Survey Questions • Purpose of their Visit • Were they able to find what they wanted • How easy was it to accomplish their task • What challenges did they experience • How often do they visit and how likely are they to visit again • Demographic Information • General Comments • Willingness to be Interviewed Make your survey invitations engaging (even if your website isn’t yet…)

  17. Phone Interviews • Follow up to email surveys • Great tool to ‘get behind the numbers’ • Listen for quotes and key desires and issues for constituents . Using a 3rd Party Interviewer may elicit more ‘honest’ feedback (especially from affiliates or program audiences) // Page 11

  18. Using Personas to Identify Key Themes & Get Buy In Discovery Help Clarity Content Categories & Themes Key Themes/Personas Get Buy In Site Recommendations

  19. Daniel Existing Client Adult with cerebral palsy Who is Daniel? Longtime Easter Seals client 60-75 year old adult with cerebral palsy Uses Easter Seals’ assistive technology resources Uses accessibility tools such as iPad due to limited dexterity Passionate about being a member of the Easter Seals family Attends weekly occupational & physical therapy sessions at his affiliate’s provider facility

  20. Daniel Existing Client Adult with cerebral palsy Needs & Challenges: Stay up to date on cerebral palsy research Learn about new treatment options find local facilities that provide occupational therapies Read general disability news and legislation Be as self-sufficient as possible using assistive resources Learn more about becoming an Easter Seals volunteer

  21. Lindsay Prospective Client Recently diagnosed with a disability (paraplegic) Who is Lindsay? Recently paralyzed female veteran Age 20-30 Faced with a life-altering new perspective, she has to relearn how to go about daily life and regain her independence Had no prior connection to Easter Seals Is considering Easter Seals services, but also inundated with other information from organizations that provide veteran support too Overwhelmed by her situation and looking for support Needs & Challenges: Wants to understand her options for ongoing physical therapy Locate nearby medical rehabilitation services Find assistive technologies that can help her maintain independence To not feel limited by her disability and find opportunities to increase her self-sufficiency Find a new career path given her physical limitations

  22. Samantha (and Danielle) Family/Caregiver Parent of a young child with autism and other disabilities (Down syndrome) Who is Samantha? Mother with a 6 year old daughter with autism and other disabilities (Down syndrome) Age 28-40 Upon her daughter’s diagnosis at the age of 2, Samantha was scared, desperate and overwhelmed Using a Google search on “autism,” Samantha found Easter Seals online Daughter participated in early intervention as a toddler, following diagnosis Has no prior connection with Easter Seals Needs & Challenges: Keep up to date on info and therapy for children with autism and other disabilities Ongoing enrollment in therapy and special needs classes Daughter has participated in Easter Seals summer camp for the past 2 summers Wants to connect with other parents and caregivers who have children with similar disabilities Wants to read success stories of other Easter Seals clients

  23. Cynthia Donor/Fundraiser Longtime donor to Easter Seals (direct mail & recent online donor) Who is Cynthia? 55-75 year old female Regular donor to Easter Seals (typically direct mail, but new to online giving) Passionate about helping her family manage living with disability Looking to learn more about opportunities for children & young adults with disabilities Is interested in Walk With Me & other fundraising events Needs & Challenges Understand how her support makes a difference Keep up to date on research and info about children with disabilities Find ways to help her grandchild (and her family) live with minimal limitations Find out more information that they haven’t received from doctor Look for more ways to be involved with Easter Seals (Walk, Legacy, Sustained Giving)

  24. Paul Engaged Supporter Easter Seals consultant (employee), advocate, Walk volunteer • Who is Paul? • Passionate about the Easter Seals mission • Age 35-45 • Has worked with Easter Seals for 4 years • Does not have a family member or loved one who is a client of Easter Seals • Most interested in children’s services and stories of hope • Takes action in response to Easter Seals advocacy alerts • Has volunteered at his local Walk With Me event • Needs & Challenges: • Search website for current list of programs provided by Easter Seals • Develop content for fundraising campaigns based on variety of services and success stories - needs to feel confident that all programs are listed accurately on the websites • Occasionally make updates to content on site, but unsure about where existing content can be located on back-end • Take action in response to an advocacy alert • Learn how his action made a difference • Learn about other ways he can volunteer

  25. Using Personas to Make Decisions Discovery Key Themes/Personas Uncover New Features Keep Users needs ‘Front & Center Site Recommendations

  26. Personas  Decisions User Conversations led directly to new sections and features of website

  27. Use Persona Planners to make sure you press Adam’s buttons (and get him to press yours!)

  28. Personas  Decisions Don’t forget Audiences like the Press!

  29. Use Personas in each step of the Process Discovery Key Themes Site Recommendations Buy In from Key Stakeholders

  30. Dolores McDonagh, Principal Consultant Charity Dynamics dmcdonagh@charitydynamics.com 301-578-8601 Twitter: @charitydynamics LinkedIn: Dolores McDonagh Facebook: Dolores McDonagh

More Related