Donor personas

Two facts per giver, 20 personas

A persona is a giver's generation, from their birth year, crossed with the kind of place they live, from their postal code. Four generations plus Age unknown, times four kinds of place, make 20 personas. A giver keeps their persona unless the birth year or address on file changes. What changes year to year is their lifecycle stage inside it.

Personas turn on when the file covers enough givers

The table needs each giver's birth year and postal code. Birth years must cover at least 25% of givers and a postal code we can place at least 50%. Example Relief Collective meets both: 90% of its 24,223 givers have a postal code we can place. Givers without one are in no persona. The dark tick is the minimum.

Postal codes are placed in the United States, Canada, the United Kingdom, and Australia, using our own mapping of each postal area to City, Suburb, Town or Country, built from official public geography files with our own density cut-offs. Nothing is bought or appended to place a giver. A giver with no birth year joins an Age unknown persona.

Your 20 personas, ranked by Donor score

Each persona takes the median Donor score of its givers: how healthy their giving is to date. A persona with fewer than 10 givers keeps its place and shows no numbers, so no card describes a handful of people. In the app, a Rank by toggle switches the table to the Opportunity score.

Strongest giving and most room to grow are different personas

Boomer Suburbanites rank No. 1 by Donor score and No. 12 by Opportunity score. Millennial City Dwellers rank No. 1 by Opportunity score and No. 16 by Donor score. Steady givers have less room left. New givers have the most.

Total giving is lifetime net giving of every giver in the persona. Median LTV is the median lifetime giving per giver to date, not a forecast. Scores are medians of the givers' scores, from 0 to 100.

Boomer Suburbanites

Total giving

$4.5M

lifetime, all givers

Median LTV

$694

lifetime giving per giver to date

Total givers

2,583

with at least one gift

Donor score

59

median · No. 1 of 20

Opportunity score

48

median · No. 12 of 20

First 100 to call: Boomer Suburbanites

The hundred givers in the persona with the most room to do more, in Opportunity score order. Each row carries a Next ask: the single step most likely to land for that giver, given their lifecycle stage. The first 10 are shown here.

Givers and places are made up for this sample, so no row matches a real person. In the app these are your own givers, by name, for your team's use. The Full Register adds an age band, never a birth year, and every download is recorded.

The four Next asks

Scores, stages, and what stays private

What stays private

• Nothing is bought or appended to place a giver. Birth year comes from your CRM, the postal code from the giver's address, and the kind of place from our mapping of official public geography files. A giver whose postal code we cannot place is in no persona.
• Birth year sets the generation and is never shown. Lists show an age band, from 18 to 24 up to 65 and over. A birth year that would make a giver younger than 18 is treated as unknown.
• A persona with fewer than 10 givers shows no numbers and has no page, list, or download.
• Lists are named, for your own team. Downloads are recorded and limited per person per day.