Target Audience (Customer Profile) Sheet Organization/Event: The Annual Jericho Auction

Characteristics Name of the Audience General Description of audience (a 2 sentence descriptor). Audience One: Donors/Attendees These people will be willing to participate in the silent auction, purchase raffles and philanthropic. These people will be from the community and consist of local business owners and sustainable donors. 35-65 Bachelors and up 60,000+ Kalamazoo, Portage, Mattawan Married

Name: Gabriana Stacey

Audience Two Volunteers These people will likely be college students, young professionals and people involved in The Jericho Foundation and other non-profit organizations.

Demographics General Age General Educational Level General Income level General Geographical Area General Family Status Psychographics/Customer Profile How do they interact with the organization/event?

18-30 College enrolled 20,000+ Kalamazoo Single

This audience will attend the event, donate to the cause through buying tickets to attend and for dinner, participation in the silent auction and purchase of luxury raffle tickets.

How often do they interact with your organization/event what percentage of the client/customer base are they?

What other types of programs/events do they interact/attend?

These people most likely have attended the event in past years but new donors will be targeted each year. This is the big event for the Jericho foundation so some of these guests will only interact with the organization annually. Other philanthropic events, smaller fundraising events for The Jericho Foundation and donors are invited to attend an intern breakfast when the Bosnian students come to the U.S. to meet donors. Donors are offered entertainment, dinner, networking, luxurious raffles, and a silent auction. Donors are also offered memories and education of the cause. Fulfilling the four components that the organization is founded on healthcare, opportunity, personal relationship, and education.

These people will volunteer during the event to set up, tear down, and run the event. There will be volunteers checking guests in, showing guests to their seats, running the auction, running raffles and being there for other support. Some of the volunteers will work directly with The Jericho Foundation and interact regularly. Other volunteers will be college students with little exposure to the cause.

What do they want from your organization/event? (services, ROI, entertainment, networking, memories?) What are the basic needs that they expect at your program/event?

Volunteers are probably involved in other community service and philanthropic initiatives, Greek Life and RSOs on campus. Volunteers are likely to be involved in other nonprofit and attend fundraisers in the community. Volunteers are looking for community service and to donate their time to a worthy cause. Volunteers also find networking opportunities and memories. Services provided to make the event run smoothly from beginning to end. Volunteers will expect organization, delegation of tasks, and direction.

What type of information or education do they want from your event? Explain if they want it on site or before/after event.

What value is created for your audience as a result of your program/event product/service? What are the biggest challenges in making sure that the audiences basic needs are met? What are the significant social/political/environmental issues challenging them?

How will you know when your event has created a great experience/memory for them?

What other types of leisure activities do they enjoy? (name them)

How do they get their information?

The donors will want to know where their money is going and whom it is helping. The event will educate this audience by bringing Bosnian students in to speak and showing a video of how this auction directly changes the children in Bosnias lives. Purpose is created for the attendees because we demonstrate how their donations and participation directly affect the Bosnian students. Making sure the event is a balance of a fun evening for the attendees as well as a charitable experience and successful event. The event purpose is to raise funds to further education in the country of Bosnia. The country was broken by a civil war and left many children without the hope of a good education. People who continue to attend the formal auction each year will show success as well as new outreach and people attending smaller events throughout the year. -Active -Reading -Service -Outdoors -Wine tastings -Traveling These people get information through e-mail blasts, monthly mailing updates, website, social media.

Volunteers will want to be well informed on their jobs descriptions as well as their purpose in the event. They also will need to be educated enough to answer attendees questions. Volunteers get to serve the community and benefit the students in Bosnia by helping run a successful event. Volunteers must feel prepared to handle tasks they are handed and educated enough to help attendees with their needs. The event purpose is to raise funds to further education in the country of Bosnia. The country was broken by a civil war and left many children without the hope of a good education. Volunteers who want to become more involved with the Jericho Foundation show success.

-Volunteer -RSOs -College -Sorority/Fraternity life

Volunteers are reached through interns and workers from the Jericho Foundation and informed through email and newsletters.