The Donor Personas are a cluster segmentation of demographic and philanthropic information. They focus on the how, how much, and the type(s) of organizations a household prefers to give to. A description of each Donor Persona follows.
DONOR PERSONASDESCRIPTION
WORLD CHANGERSGiving Worldview
  • Anything can be accomplished with the right plan, team and leaders.
Philanthropic Motivation
  • Very generous while exhibiting less emotion toward causes.
  • With a high Net Worth-to-Income ratio, they are financially savvy and appreciate EOY giving benefits.
  • They have the highest likelihood of giving large gifts.
  • They own highest values of real estate and likely to appreciate organizations that support “quality of life.”
  • Healthy, with lower BMI and significantly more informed about diet, exercise and wellness.
  • Highly educated, and spend significant portions of discretionary income on education.
  • Fairly urban.
  • Fairly strong affinity for Global Causes and Domestic Relief.
  • They also have giving tendencies to give to all types of Non-Profit Organizations. 
How to Sway Them
  • Less impulsive, best to use methodical approaches, with multiple touches and lots of info needed before committing.
  • Use facts and figures to show how organization leverages resources into results. Just like business, they want to back causes with ongoing improvement, both in results and efficiency.
  • They respond to positive-potential messages.
  • They seek mass-scale improvement rather than case-by-case improvement.
  • They are much less swayed by anecdotal stories, avoid overuse of emotional appeals.
MOVERS + SHAKERS
Giving Worldview
  • Everyone should have it as good as I do.
Philanthropic Motivation
  • They appreciate organizational engagement through thank you communications and ongoing updates.
  • They prefer mutual relationships where they feel reciprocated value.
  • With a high Net Worth-to-Income ratio, they are financially savvy and appreciate EOY giving benefits.
  • Healthy, with lower BMI and significantly more informed about diet, exercise and wellness.
  • Highly educated, and spend significant portion of discretionary income supporting education.
  • Fairly urban.
  • They have giving preferences for Public Radio and Arts & Culture.
How to Sway Them
  • Likely to become bigger givers over time; relationship-building efforts now can achieve greater ROI later.
  • They are quicker to make decisions and may need fewer touches and info to gain support.
  • They appreciate a sense of achievement and respond to messages that support that desire.
  • Use facts and figures to show how organization leverages resources into results.  Just like business, they want to back causes with ongoing improvement, both in results and efficiency.
  • May respond to emotional or anecdotal appeals, but take care to avoid a sense of manipulation.
BUSY BEES
Giving Worldview
  • I’m here to help when I can.
Philanthropic Motivation
  • They prefer mutual relationships where they feel reciprocated value.
  • They are the youngest of the Personas and in their busiest phase of life.
  • They have more children at home than the average population  and are likelier to identify with family & children’s causes.
  • Healthy, with lower BMI and significantly more informed about diet, exercise and wellness.
  • Fairly high education levels.
  • They prefer causes associated with Animals and Health.
How to Sway Them
  • Upwardly mobile, they are likely to become more valuable givers in time. Efforts to gain support now can pay off more significantly in future campaigns.
  • They are quicker to make decisions and may need fewer touches and info to gain support.
  • They like feeling a partnership with the organization through regular updates and shows of appreciation.
  • They prefer emotional and factual pleas almost equally.
HAPPY-GO-LUCKIES
Giving Worldview
  • Doing something worthwhile feels good.
Philanthropic Motivation
  • More likely to appreciate progressive causes.
  • More likely to appreciate the opportunity to help complete initiatives, such as challenges, matching gift goals or capital campaigns. 
  • Less healthy, with higher BMI and less informed about diet, exercise and wellness.
  • Lower education levels than Movers + Shakers, World Changers and Busy Bees.
  • They show no clear giving interest among various types of causes.
How to Sway Them
  • They want to make things better.
  • Messaging should center on encouraging achievement. Through the cause, they can build something lasting.
  • Much less methodical, they can make quick decisions to help, especially for one-time events, given the right emotional pull, especially if they’ve felt earlier organizational gratitude.
  • More likely to respond anecdotal appeals and less likely to appreciate facts and figures.
EASY GOERS
Giving Worldview
  • If needed, I might be able to help.
Philanthropic Motivation
  • More likely to appreciate traditional causes.
  • More likely to appreciate the opportunity to help complete initiatives, such as challenges, matching gift goals or capital campaigns. 
  • Less healthy, with higher BMI and less informed about diet, exercise and wellness.
  • Average levels of education.
  • They show tendencies toward Veterans causes.
How to Sway Them
  • Messaging should touch on their own ability to achieve something through the organization and its initiatives.
  • Less methodical, they can make quick decisions to help, especially for one-time events.
  • More likely to respond to emotional or anecdotal appeals, extensive facts and figures may hinder the delivery of emotional appeals.
  • They tend toward causes supporting the way things were (better) in the past.
SOLID CITIZENS
Giving Worldview
  • Everyone deserves the same opportunities I’ve had.
Philanthropic Motivation
  • Tend to be retired, established and experience very low day-to-day stress.
  • Very generous and extremely consistent donors who tend to have high lifetime value over a series of gifts rather than a single large gift. 
  • More likely to be investor/saver and desire to invest in well-run organizations.
  • Little need for external recognition, they are motivated to give from within.
  • They want others to have fair opportunities.
  • They appreciate making things better instead of giving to "feel better."
  • With a high Net Worth-to-Income ratio, they are financially savvy and appreciate EOY giving benefits.
  • They tend to favor organizations with local reach.
  • Less healthy, with higher BMI and less informed about diet, exercise and wellness.
  • More likely to have a high school level education than any college or advanced degrees.
  • They tend to be more rural and highly patriotic.
  • Much more likely to support traditional causes than progressive ones.
  • They show significant affinity for Veteran causes, Domestic Relief and Animal causes.
  • Highly trusting, with great likelihood to respond via phone.
How to Sway Them
  • Very low impulsiveness, methodical approach is best, with multiple touches and thorough information needed before committing.
  • Use facts and figures to show how organization leverages effectively. They prefer causes without waste and with ongoing improvement, both in results and efficiency.
  • If applicable, stress how their support improves their immediate area and region.
  • They respond to positive-potential messaging. 
  • They seek mass-scale improvement rather than case-by-case improvement.
  • They are less swayed by anecdotal evidence. Avoid overuse of emotional appeals. However, the right emotional appeal, especially backed by a solid plan, can be effective.
EVERYDAY PEOPLE
Giving Worldview
  • I’m willing to listen and see if I can pitch in.
Philanthropic Motivation
  • Similar in several respects to Solid Citizens, but less financially savvy and successful, with corresponding outlook on giving.
  • Lowest levels of discretionary income.
  • Much likelier to give in small amounts.
  • Slightly older than most other Personas 
  • Lowest education levels.
  • Predominantly rural with more traditional cultural outlook.
  • High patriotism.
  • Shows affinity for Veterans causes.
How to Sway Them
  • Emotional appeals with anecdotal examples tend to be more effective than cold facts and figures.
  • Respond better to local causes and organizations.
  • May respond better to causes they identify with personally or through family or friends.
  • They tend toward causes supporting the way things were (better) in the past.