Choose Persona
Bringing It Back
to the Donor
Broad Appeal, Unique Approach
March of Dimes is not one-dimensional, and neither are your donors. Understanding a supporter’s motivation for your cause — in the channels they prefer — is key to amplifying your message in the most targeted, efficient, and effective manner possible.
Experience “March of Dimes Giving Day” as your supporters would by clicking on the personas below.
Meet Abby
Abby is a student at a community college. While she doesn’t have much disposable income at this time, she gives because she is passionate about women’s access to health care. Like most her generation, giving using her smartphone is the most convenient.
Messaging Approach
Abby doesn’t know a lot about March of Dimes, but she’s passionate about advocating for and getting involved in organizations that uplift women. Her messaging approach would lean in on her desire to be a part of something bigger than herself, using strong CTAs that encourage her to make a difference, like “join the movement” or “stand with women and babies.”
Ways of Engagement
Abby has opted into SMS. Abby recently changed emails and the email in the database is now inactive.
Text Message
Lightbox
Meet Mike
Mike is a graphic designer who has just purchased his first home and recently got married. His wife works in health care, which has made him passionate about issues related to this. He made his gift while checking out a livestream fundraising event.
Messaging Approach
Mike has heard of March of Dimes but doesn’t know much about the organization. His messaging approach would be educational, leaning into his affinity for health causes.
Ways of Engagement
Mike is a digital prospect who will give his first gift, providing his full contact information for the first time during the Giving Day Campaign.
Paid Ads
CTV
Paid Social
Lightbox
Meet Melissa
Melissa is an executive at a local business. She enjoys giving back to the community, but as a mom with a demanding job, she doesn't have much time. She prefers to give and engage via email and, given her busy schedule, she sees value in subscribing to a sustained giving program.
Messaging Approach
Melissa is familiar with March of Dimes but specifically cares about women’s rights and equity in health care. Her messaging would lean into March of Dimes' efforts around equity and access to care and encourage a sustaining gift to ensure this important work continues.
Ways of Engagement
Melissa is a sustainer and now receives a limited mail cadence but is still informed of a few opportunities to give an incremental gift via digital outreach.
Email
Paid Ads
CTV
Paid Social
Meet Bill
Bill has just begun enjoying his retirement from corporate America. He spends more time than he used to on Facebook looking for new activities and volunteer opportunities to fill his time, which is why a paid ad on social media works well for him.
Messaging Approach
Bill’s daughter had a premature baby, and he learned more about March of Dimes during this time. His messaging would focus on the importance of funding research and other support to ensure the health of all babies and moms.
Ways of Engagement
Bill has supplied his full contact information through past giving and often contributes at or near the Mid-Level giving thresholds.
Direct Mail
Email
Paid Ads
Paid Social
Meet Debra
Debra is loving life in her 80s. She has been a loyal giver to your direct mail for years. She loves to share with others why March of Dimes is important to her, making her someone who might be very interested in hearing from a planned giving officer.
Messaging Approach
Debra has great familiarity with March of Dimes and remembers why it was founded. Her messaging would emphasize how important it is to continue to expand the work beyond where it began to include all health issues that affect moms and babies, including their access to care.
Ways of Engagement
Debra prefers direct mail communication and writing a check to make her annual giving contributions. She doesn't use email or social media and thus hasn't provided an email address for digital communication.
Direct Mail
