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Portrait of a Volunteer: Infographic

Lori Halley 24 May 2010 1 comments

This action-packed infographic from the Pepsi Refresh Project presents a picture of the “typical” volunteer. It’s worth a look for several reasons – both for what it says (and why), and for how the information is presented.


Click through to the infographic to interact with it – you can pan and zoom around to view the whole thing.

We’ll talk more about creating infographics for your nonprofit tomorrow, but right now let’s stick to the content of “Portait of a Volunteer”:

Marketing folks know that the starting point to craft an effective message is to have a crystal-clear picture of the “typical” person you want to reach, not as a collection of statistics or a vague generalization but as if you’re considering one specific individual. And that’s what’s going on with the volunteer profile presented in this infographic. It’s is based on national volunteerism stats for the United States, but those dry numbers are presented in a way that paints a picture of a real person:

  • She’s probably a she...
  • She’s probably a college grad...
  • She’s likely employed, but probably part-time.
  • She’s probably between the ages of 35 and 55.
  • She’s probably married with children under the age of 18.
  • She could be Midwestern...

Who is your “typical” volunteer?

Drawing on the data your nonprofit has collected about its own volunteers, could you create a similar “portrait” to help guide your volunteer recruitment and retention strategy?  When you have a clear view of who you’re talking to, it’s that much easier to find the right words.

Could you create a similar profile for your organization’s members, its donors, its advocates – and maybe even, if your mission is in support of a contentious issue, a protrait of those in opposition?

Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Monday, 24 May 2010 at 5:20 PM


  • Tina Gleisner, Assn of Women Home Owners said:

    Saturday, 05 June 2010 at 1:46 AM

    Very cool tool that is worth exploring ...

Sorry, this blog post is closed for further comments.

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