Caroline – The core supporter
Caroline is 70, and a retired headmistress. She’s very active in her local church and attends church meetings at least twice a week.
‘The generous giving nature of God is evident in faith. I want to imitate his giving and generosity.’
Key goals
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Find prayers relevant to daily events.
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Keep up to date with in-depth information about Tearfund’s activities, particularly information and stories from developing countries.
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Find out how Tearfund’s money is spent.
Behaviours
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Supports more than ten charities, most of them Christian (eg Bible Society, Church Mission Society).
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Has supported Tearfund for more than 20 years – she donates as part of her tithe and has a Direct Debit for this.
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Makes occasional one-off payments via cheque.
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She’s relatively computer savvy but doesn’t really use social media other than to keep in touch with family.
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She regularly reads Tear Times and likes to receive charity materials by both post and email.
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Belongs to a church that she has encouraged to support Tearfund.
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Uses her Tearfund prayer diary regularly.
Motivations/Attitudes
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Committed Christian – committed to living her life according to God’s will.
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As likely to choose a charity because it is Christian than because of the cause.
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Worried about the effect that digital technology will have on the church.
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Not time-limited – can engage with the details.
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Conservative attitudes (with a small ‘c’).
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Frustrated by the sheer quantity of information she gets from charities by post.
We must
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Continue to communicate a strong, traditional Christian ethos as this lies at the heart of her support.
We must not
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Assume she will engage significantly with digital outputs other than emails (and possibly Facebook).