Target Audience Analysis

Using data from three national studies of non-profit donors and a psychographically based segmentation framework (VALS typology), we have identified three key audience segments for Peruvian Hearts (PH) to target:

The ExperiencerThe Believer

Click on each photo below to view the persona.

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David,
Age 34

Lita
Age, 23

Experiencers are comprised of young, socially and politically active, progressive supporters of grassroots movements for policy change. This group’s power lies in volunteering, promoting awareness through social and digital media, donating in small amounts, and making longterm commitments to issues and organizations.

Demographics

18 to 30, mostly female

How They Give

  • Donations ($25-$100)
  • Volunteer for organization
  • Participate in fundraising events
  • Share personal stories and organizational information via social media

Media Preferences

  • Mobile devices
  • Social media (Facebook, Twitter, etc.)
  • Website
  • Email

Method of Engagement

  • Facebook
  • Website
  • Email
  • In-person

Marketing and Communication Considerations

The marketing and communications targeted to this segment will involve the following:

  • Graphically-charged marketing content
  • Stories, infographics and photos, which are easy to share via email and social media
  • Online petitions, which provide instant gratification, are low in cost, promote information sharing, and support policy changes
  • Partnerships with consumer organizations that give back
  • Consistent messaging between website, social and digital media, all follow-up correspondence and organization updates
Seeing compelling stories and photos empowers me to be the kind of person who actually does something about the world’s issues, and when I share the stories I hope to inspire others to feel the same way.

Experiencers are actively seeking opportunities to contribute, but might not have all the immediate resources to make an impact. The opportunity with experiencers is to foster a long-term relationship. This relationship is seeded when experiencers connect with the organization’s story and mission, and work to share the its content. Experiencers are quick to feel personally committed to the organization’s goals and promote them at every opportunity. They are more likely to use their personal email address and social media accounts to do this. As time goes on, their ability to contribute financially grows.

Click on each photo below to view the persona.

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Trent,
Age 32

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Tami, Age 70
McKay, Age 72

Believers are comprised of conservative and family-oriented people who value career, responsibility, education, and community. They focus on goal achievement, career success, and stability. This group’s power lies in providing social structure to their communities, supporting traditions, donating consistently, and raising families.

Demographics

35 and older, mostly male

How They Give

  • Recurring donations to various causes (about $3000 annually)
  • Participation in fundraising events

Media Preferences

  • Mobile devices
  • On-demand video services (Netflix, Hulu, YouTube)
  • Social media as a news source (Twitter, LinkedIn, YouTube)

Method of Engagement

  • Phone call or text
  • Website
  • Email
  • Mail

Marketing and Communication Considerations

The marketing and communications targeted to this segment will involve the following:

  • Earned media (news stories, video features promoted by others) that engage with PH message.
  • Word-of-mouth recommendations
  • Visual messages that help believers see the impact and outcomes of their donation
  • Video messages that are easy to consume and share

 

Once I travelled and actually saw the many people live, I decided that I want to leave this world a better place for today and tomorrow’s children. That’s why I donate. 

Believers will have a lot of values that resonate with Peruvian Heart ideals and methods it uses to achieve its goals. They have more to give, but can often be harder to reach. The challenge will be catching them at the right moment to engage with Peruvian Hearts.

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