Online Volunteering and Charitable Fundraising: User Persona Development Ben Adamson University of Minnesota

Online Volunteering and Charitable Fundraising: User Persona Development

                             Ben Adamson

                        University of Minnesota

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!      Paul J. Nini (2006), said it best when he asserted that by focusing “on our own

interests and agenda, we run the risk of excluding or alienating those for whom the

communications we develop are intended” (p. 128). As a result, designers stand a small

chance at producing successful work when they fail to consider the needs and wants of

their intended audience. For this reason, I set out to gather a variety of input when

designing my master’s thesis project, in order to inform the development of an effective

solution that resonates with its users. By uncovering key patterns and themes, a set of

persona documents were drafted as a means of incorporating ongoing user input into

the design process. The following text describes the data and rationale behind each of

the documents produced.

!      Personas are fictionalized characters or user profiles that exemplify the target

audience of a design solution. According to Ireland (2003), “they are typically visual and

textual descriptions, but ideally, they are the results of studying real people” (p. 28).

Although they should be viewed as a frame of reference as opposed to strict criteria for

evaluating and influencing product features or design directions, the ultimate goal of

personas, “is to identify specific user goals and needs so that they can be aligned with

business needs and technical goals to create an agreed upon, prioritized list of features and

functions” (Purpura, 2003, p. 76). Personas often possess distinct demographics and

personality traits that are not universally shared; however, they should ultimately reflect the

fundamental needs and common goals of the group they were designed to represent.

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!      In order to reflect the diverse the needs of Bettter’s primary user groups, three

personas were created: “Sandra Park” (figure 1), who exemplifies potential volunteers for

the service; “Robert Sullivan,” (figure 2) who reflects the needs of potential donors; and

“Doria Mateo,” (figure 3) who exhibits some the unique requirements of users representing

nonprofits or charities. Taken as a whole, these characters possess the range of contrasting

viewpoints that should be considered when evaluating Bettter priorities and design

decisions. Through word of mouth and a number of social networks, I began the

persona development process by administering an online survey to a total of 61

participants. A variety of questions regarding respondents’ current volunteering and

donating behaviors were posed. These ranged from multiple-choice self reports on how

often one volunteered and how often one donated (figures 4 and 5), to open-ended

brainstorms soliciting the ideal conditions or features that may lead to an increase in

such behaviors (beyond simply having more free time or disposable income) (figure 6).

In addition, participants were asked to identify any online volunteering or fundraising

tools they had used in the past, which informed the services examined in my

comparative analysis.

!      The results of the survey were not meant to convey statistical significance or any

sort of generalizability. Instead, since I was only concerned with the patterns or themes

that would emerge from the breadth of responses, a convenience sample with minimal

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regard to participants’ background and demographics was employed. That being said,

of the 61 individuals surveyed, roughly half (35) were female and half (26) were male,

more than half (34) reported earning less than $50,000 a year, and the majority (51) were

ages 18 to 34. Collectively, these metrics were found to adequately reflect the opinions of

Bettter’s intended donors and volunteers.

!      Although participants were not asked to report their occupation, it was assumed

(based on these metrics and the means of acquiring the sample) that respondents would

not accurately reflect the opinions of users from charities or nonprofits. As a result,

general themes and broad needs were considered while the results of the comparative

analysis were used to inform the persona for those users. In addition, since those users

stand the most to gain from the project (nonprofits would likely get involved in the

service if it meant additional revenue for their organization at little to no expense),

collecting data that focused more specifically on volunteers and donors was deemed an

appropriate compromise.

!      The results of the survey proved to be very insightful when creating and defining

an informed set of personas. Themes emerged around the need for camaraderie (or the

ability to volunteer with a group of friends), and concerns associated with travel and

time constraints. These notions directly influenced “Sandra Park’s” persona (figure 1)

by incorporating statements depicting her preference for volunteering as “a social

event,” while being motivated by opportunities on campus, “without having to travel.”

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In addition, patterns regarding a general lack of awareness for the nonprofits operating

in one’s community led to “Robert Sullivan’s” (figure 2) motivations to learn more

about the “local organizations pursuing the causes” he cares about, while hoping to feel

like his donations are “making a difference” in his community. “Doria Mateo’s”

persona (figure 3), included broader goals, such as the ability to advance her

organization’s cause and spread her mission on the service without “constant

attention.” These aligned with themes surrounding nonprofit awareness, the alignment

of personal and organizational values, as well as flexibility, transparency, and ease of

use.

!      “Audience-oriented design requires the designer to establish an empathy with one’s

audience, to “buy into” their frame of reference” (McCoy, 2006, p. 205). By surveying a

multitude of users and examining their views toward volunteering and donating, I have

worked to minimize the chance of alienating Bettter’s audience—those that will ultimately

determine the service’s utility and success. By arming myself with multiple frames of

reference, through the formulation of three personas that reflect the diverse needs of my

target audiences, I now possess a variety of lenses with which to analyze and prioritize the

features and functions that that make their way into my finished project. With “Sandra

Park,” “Robert Sullivan,” and “Doria Mateo” by my side, I stand a much better chance of

connecting and engaging with all of Better’s patrons, not just those that are like me.

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                 Figures

Figure 1. Volunteer Persona: “Sandra Park”

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Figure 2. Donor persona: “Robert Sullivan”

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Figure 3. Nonprofit persona: “Doria Mateo”

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Figures 4 and 5. Survey results: “How often do you volunteer / donate...”

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Figure 6. Survey results: “What might increase...”

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                                          References

Ireland, C. (2003). Qualitative Methods: From Boring to Brilliant. In B. Laurel (Eds.), Design

       Research: Methods and Perspectives (23-29). Cambridge, MA: The MIT Press.

Johnson, B. M. (2003). The Paradox of Design Research: The Role of Informance. In B. Laurel

       (Eds.), Design Research: Methods and Perspectives (39-40). Cambridge, MA: The MIT

       Press.

McCoy, K. (2006). Graphic Design in a Multicultural World. In A. Bennett (Eds.), Design

       Studies: Theory and Research in Graphic Design (200-205). New York: Princeton

       Architectural Press.

Nini, P. J. (2006). Sharpening One’s Axe: Making a Case for a Comprehensive Approach to

       Research in the Graphic Design Process. In A. Bennett (Eds.), Design Studies: Theory

       and Research in Graphic Design (117-129). New York: Princeton Architectural Press.