Does your nonprofit understand its target audience? Whether you're looking to connect with potential donors, rally supporters behind your cause, or persuade lawmakers on Capitol Hill, your organization needs to deliver messages and content that prompt the recipient to take action. Yet, all too often, we produce content that sounds like it's produced for ourselves, rather than the people we're looking to reach. Join See3 and former Chronicle of Philanthropy managing editor Peter Panepento for a lively webinar that will help your organization identify, profile, and reach its target audience. We will walk you through the process of creating effective audience personas that will guide your messaging and inspire action.

1. Put Your Audience First
How to Build an Effective Persona
Presented by Peter Panepento

2. BRIDGETT COLLING
Director of Content Marketing, See3
PETER PANEPENTO
Principal, Panepento Strategies
peter.panepento@gmail.com
@ppanepento
www.panepento.com
bcolling@see3.com
@BridgettColling
www.see3.com

3. See3 works with nonprofits and social causes, activating people to
change the world. We develop strategies and create media to
deliver on goals like fundraising, advocacy, awareness, recruitment
and more.
Our clients include:

4. Does your organization
have a written content
marketing strategy?

5. What is your budget
for content marketing
in 2015?

6. What’s the biggest barrier
to improving your content
marketing efforts?

8. Content Strategy
It’s not
really about
YOU

9. Content Strategy
It’s about
YOUR
AUDIENCE

10. Nonprofit Content
Talking about
ourselves

11. Nonprofit Content
Defining our goals
(at least kind of easy)

12. Nonprofit Content
Understanding our
target audiences

13. Nonprofit Content
Telling stories that
connect with your target
audiences

14. The Difference
Content that’s
about
YOU

15. The Difference
Content that’s
about
YOUR
AUDIENCE

16. The Difference
Content that’s
about
YOUR
AUDIENCE

17. Audience Personas
● Fictional profiles of the people you want to reach
● Help you understand the people you want to
take action on your behalf
● Make it easier for you to develop and target your
content

18. Typical Nonprofit Personas
Who are you trying to reach?
● Prospective/current donors
● Volunteers
● Peer-to-peer fundraisers
● Lawmakers
● Activists

19. Developing Your Personas
Understand and
articulate your
organization’s goals

20. Who do you need to reach
to achieve these goals?
Developing Your Personas

22. Esri ZIP Code Lookup
http://www.esri.com/data/esri_data/ziptapestry

25. Find out who they really are:
● What motivates them?
● What are their pain points?
● How can you help them?
Developing Your
Personas

26. Developing Your Personas
Think like a reporter

27. Examples

37. Source: HubSpot -- http://offers.hubspot.com/free-template-creating-buyer-personas

41. Discussion and Questions