Danielle's Development Persona

**Danielle, Director of Development**\ **Age:** 35 in United States or Canada **Wants/Goals** - Develop a comprehensive and effective fundraising strategy tailored to her nonprofit\'s specific mission and target audience. - Communication plan that she is confident in to more frequently an...

**Danielle, Director of Development**\ **Age:** 35 in United States or Canada **Wants/Goals** - Develop a comprehensive and effective fundraising strategy tailored to her nonprofit\'s specific mission and target audience. - Communication plan that she is confident in to more frequently and effectively communicate with donors. - Understand best practices and get new ideas/inspiration. **Challenges/Problems**\ **External** - Major giving is doing well, but mass and mid-level is not doing well. - Engagement problem with current donors. - We don't communicate well or report enough to our donor base. - We don't have the budget to hire an agency. **Internal** - Feeling alone or isolated. - Want to feel confident that what she's doing is based on proven practices. **Objections** - I don't want to just do group calls. - I don't have time. - This feels like it's more suited for beginners. I want more direct access to experts. **Questions** - How much does this cost? - Who else is getting results? Anyone similar to our organization (size/sector)? - How much support will I have? - What exactly am I getting? - How do I convince my boss? **Identifiers** - Driven but lack knowledge or education in fundraising. - Passionate about the social sector. - Mostly non-technical but required to be familiar with donor management systems, etc. - Social and enjoys learning in community. - Busy juggling multiple projects and priorities. **Exploration Frustrations** - Hard to get specific questions answered through self-serve options. - Either too much (expensive DFY services) or too little (DIY courses) access to experts. - Lack of success stories or evidence of positive outcomes. - Inflexible scheduling for group calls/access. - Limited networking opportunities. **Decision Criteria** - Positioning (digital only or full-service?) - Cost/Value - Social Proof - Direct access to expertise - First impressions **My One Thing**\ "Your donors are going to be in good hands. Your donors will be an important part of your mission and we'll be an integral part of your team."