Use Personas to share your advocates messages from their unique perspective.
🤔 What Is a Persona?
Personas help you organize your advocates into audiences based on who they are and what they care about. Since no advocate is the same, the messages they interact with shouldn’t be either.
Use these segments to tailor the content advocates see, the communications they receive from your team, and the messages they send to lawmakers.
📊 What Data Can I Use to Create a Persona?
VoterMatch Personas
AdvocacyAI matches your advocates to the VoterFile when they take action. We create personas based on the following data points to give you head start: advocate party, voter history, and demographic information (age and gender).
Segment-Based Personas
It is likely that your organization has data you already use to categorize your advocates (role, member type, local union, industry, donor, subject matter expert, etc.).
How does a segment-based persona get assigned?
You can create segment-based personas using custom fields. Segment-based personas are then assigned in 2 ways:
- Custom field upload: Your team can upload custom field data through the advocate upload. Learn more.
- Action forms: Advocates can self-select a persona if you add that custom field to the action widget. Learn more.
Location-Based Personas
Personas can be based on locations, such as the advocate’s City and State.
How does a location-based persona get assigned?
Once the advocate enters their address on the action form, AdvocacyAI will automatically match them with a location-based persona.
👥 Where Can I Use Personas?
Action Content
As you create Email, Letter, Call, Social, Regulation, and Media actions, use Personas to customize the content based on what that Persona believes or to include additional details for a personalized message.
Examples:
- Business owner or founder: "I own a [industry] business in [city],”
- Donor: "I vote in [state], and I have previously donated to support [policy],”
- Community or civic leader: "I'm a community leader in [city],”
- Iowa resident: "I'm your constituent and I live in [city], Iowa”
- Interest areas: “I live in [city] and I care deeply about how “[issue interest area] affects me and my neighbors”
Action Landing Page Versions
The content you include in an action landing page can persuade an advocate to take action. Increase your conversion rates by tailoring the page based on which Persona will view it. AdvocacyAI native landing pages allow you to create multiple version, each with a unique link.
Journeys
Journeys are multi-step communication paths that nurture supporters from their first petition to full involvement. You can personalize each step based on their behavior, location, or engagement level.
Use Personas to kick-start a journey or assign a Persona based on how your supporter interact with the emails sent through that journey.
❓ FAQs
Can advocates have more than one persona assigned to them?
Yes! No advocate fits in a single box, so you can assign multiple personas to a single advocate.
What happens if an advocate does not have a persona assigned to them?
No problem! As a best practice, every campaign should have at least one content variation that can be sent by “Anybody”. Advocates with no Persona profile will get assigned that generic variation if they can’t be matched with any persona-specific content.
How do advocates interact with personas?
Once you add your Persona custom field to your action, advocates can self-identify as they take action.
👋 Need More Help?
Reach out to us at help@advocacyai.com and we'll get you back on track!