Now that we have identified your donation personas (Step 1), chosen your targeted first nonprofit (Step 2), established a relationship with your preferred nonprofit (Step 3), chosen the best donation options for testing (Step 4), deployed our best practices to optimize conversion (Step 5), put in place best practices for AOV and LTV (Step 6), identified a turnkey compliance solution (Step 7), and learned how to market the overall relationship with your nonprofit (Step 8)...
It's time to walk through best practices for leveraging relationships with multiple nonprofits to benefit multiple personas.
Doing all of the above, you will achieve a minimum of 19% conversion improvement, 18% AOV lift, and 20% LTV bump.
This is Step 9 in the process. If you haven’t completed the previous steps, please go back and walk through them. This process is simple, but it’s necessary to follow each step sequentially to optimize your results.
The ten key steps are as follows:
In Step 9 of this Master Class, we are going to teach you how to:
As you remember from Steps 1, 2, & 3, identifying your customer and donation personas is crucial for driving impact, conversion, AOV, and LTV when partnering with a nonprofit.
In those first three steps, we identified multiple customer personas and prioritized which nonprofit to partner with first based on your #1 persona.
Now, we’ll apply the same process to your second, third, and fourth personas.
Since we’ve already set up the mechanisms for your primary persona, you know how to navigate this process.
This step isn’t about repeating Steps 1-8, but rather about managing multiple personas to optimize sales and increase donations.
There’s nothing complicated about having a multiple persona nonprofit strategy, but there are five critical best practices you need to follow to optimize your overall ecommerce performance.
Use your primary persona as the benchmark when selecting additional nonprofits and marketing those relationships. Make sure you maintain the integrity and impact of your primary nonprofit relationship without undermining or diluting it.
If you clearly understand your personas, this strategy will boost your results by further improving conversion, AOV, and LTV. However, if you’re unsure about your other personas, sharpen your focus. Do more research on your customer base and their buying patterns to create clear, data-backed persona profiles.
Because we've already established our first persona and its nonprofit strategy, it’s crucial to accurately identify your second, third, and fourth personas before building nonprofit strategies around them.
Make sure you have a clear set of products or services that each persona group is purchasing if you're going to implement a multiple-persona nonprofit strategy.
Pivot from your primary nonprofit to an alternative nonprofit if customers start browsing, shopping for, or purchasing products that don’t align with your primary persona but fit your second, third, or fourth persona.
For this strategy to work, you must understand that Persona 2 typically buys a different type or range of products than Persona 1. In fact, Persona 1 would almost never buy Persona 2’s products.
This is crucial for optimizing this strategy since you don't want to undermine the primary nonprofit relationship and its impact on our primary persona.
If there is no clear delineation, you risk harming the primary persona results.
Despite recent restrictions from Google and Apple, leveraging technology to identify your personas on the website is essential for a multiple persona strategy.
Use cookies, login requirements, or traffic sourcing (such as from internal emails) to identify which persona is shopping.
Once you’ve identified that a shopper belongs to your second, third, or fourth persona, you should pivot your messaging throughout their shopping experience.
Ideally, feature the persona’s nonprofit logo prominently in the hero section of your website. Product pages and the shopping journey should also be tailored based on the persona.
When moving to checkout, ensure that the round-up, donation, or percent of purchase donation options are targeted to the relevant persona's nonprofit.
You've identified your primary persona as female divers, but you also have a secondary persona of male triathletes.
If the majority of your website visitors are women—let’s say 55% are female divers—and another 25-30% are male triathletes, you need to pivot your approach based on this segmentation.
When products cater to male triathletes, shift your focus accordingly. Feature the nonprofit associated with your male persona at the top of the homepage. For instance, this could be a road running nonprofit, a trail running nonprofit, or one related to the Special Olympics.
Remember, you used Steps 1, 2, and 3 to identify and match the second persona’s nonprofit with male triathletes. So, if you chose a trail running nonprofit, male triathletes shopping on your site will see your support for trail running and the option to donate at checkout or round up their purchase.
With a multiple-persona nonprofit strategy, it's crucial to engage in outbound marketing activities targeted to specific personas.
Just as we tailor our website and shopping experience to different personas and their relevant nonprofits, we must also adjust our communications.
When sending emails or posting on social media about your nonprofit relationships, customize these communications for each persona.
For example, if you're sending a marketing email for a seasonal sale or discount, create different versions for each persona. Each version should highlight the nonprofit relationship that matches that specific persona's interests.
Adding nonprofit partnerships to your ecommerce business strategy, when deployed correctly following these 10 Steps, has a proven track record of consistently boosting sales.
Customers tend to gravitate towards companies they can connect with emotionally.
By tailoring each persona's experience to a nonprofit that resonates with their individual interests, you can forge deeper connections and solidify customer loyalty, leading to increased conversion rates and lifetime value (LTV).
Boosting sales with a multiple persona nonprofit strategy is straightforward, provided you have a clear understanding of your personas and the products they prefer, and can seamlessly adapt on your website.
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