Deep Insights Equip Ocean Science Center to Break Fundraising Records
Aiming to achieve the most ambitious fundraising goal in its history, the Woods Hole Oceanographic Institution (WHOI) asked Hattaway to identify new audiences and develop messaging for a comprehensive campaign.
We explored aspirational, social, and emotional angles to attract interest among a wide range of potential contributors. A national audience segmentation survey identified six distinct “segments” of people motivated by different drivers:
Personas—audience descriptions with insights and ideas for engaging each segment—equipped WHOI’s fundraising and communications teams to optimize their efforts.
Tailoring outreach and content to appeal to people’s authentic aspirations and interests can expand your reach, resources, and impact.
WHOI’s head of development and communications credited the aspirational approach with helping to raise nearly $500 million.
