Dan – The disenfranchised
Dan is 21 and a student. He’s a Christian and has a social conscience but doesn’t find time to express his faith or have money to donate much to charity.
‘I can’t afford a Direct Debit every month.’
Key goals
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None – he doesn’t know what opportunities there are.
Behaviours
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Very active on social media: Facebook, Instagram, Whatsapp.
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Doesn’t engage with ‘traditional media’.
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Glued to his smartphone, but uses a laptop at home.
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Donates to charity ‘as and when’–usually when triggered rather than spontaneously.
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Supports one or two charities a year.
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Unaware of Tearfund.
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Doesn’t see much information about charities on his timeline.
Motivations/Attitudes
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Absorbed in his personal life and studies.
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Worried about money.
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He’s ideological about the world being a fairer and better place.
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Open to the idea of doing more for charity.
We must
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Provide Dan with opportunities in his ‘line of sight’ to find out about Tearfund in a way that resonates with him – via social media campaigns and local events.
We must not
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Assume he knows anything about Tearfund.
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Assume that he will make much effort to engage.