Part 2: Understanding the User Problem
Goal: clarify what success looks like – for the user and the org
User Goals: Easily track donors, manage campaigns, send emails
Business Goals: Help organizations raise more, reduce churn, show value fast
Detail the pain points (from research insights).
User + Business Goals: What success looks like for both.
Rationale: This sets the stage before introducing the specific user. It explains why the problem matters and what success metrics are.
Part 2.1: User + Business Goals
Goal: Show you understand the real-world pain points of nonprofits
Research Insights (conversations with nonprofit staff, competitive analysis)
Gap in existing tools: Bloomerang, Givebutter, pricing, gap in features
Target Users: Development Directors, Executive Directors, Operations and Marketing Staff
Part 2.2 Personas:
Part 2.2.1. Executive Director
Anne oversees strategy, fundraising, and reporting at a national nonprofit. Her primary focus is understanding organizational performance, communicating impact to the board, and supporting fundraising goals without getting lost in the details. She often drops into the CRM to prepare for board meetings or donor calls — especially on the go.
Anne is frustrated by bloated CRMs that require deep digging for a simple trend or export. She needs high-level dashboards, mobile-friendly access, and data she can use to steer strategy and secure funding.
With Airdonor, Anne can log in to view campaign performance summaries, donor retention metrics, and fundraising outcomes. She can export board-ready PDFs in seconds, compare quarter-over-quarter results, and even access donor profiles from her phone in emergency situations. Airdonor gives her clarity without complexity.
Part 2.2.2. Director of Development
Maria leads fundraising and donor engagement at a mid-sized arts nonprofit. Her goals center on managing high-value donor relationships, optimizing campaign performance, and ensuring a consistent pipeline of support. She's often juggling major gift prospects, stewardship tasks, and campaign tracking — all under tight deadlines.
Maria is frustrated by clunky legacy CRMs that make logging interactions and filtering donor data slow and unintuitive. She needs a CRM that lets her quickly review donor histories, assign follow-up actions, and analyze giving trends within specific campaigns.
Airdonor was designed with Maria's role in mind. The app offers quick-access donor profiles, interaction history, and flexible tagging for gift stages. Campaign dashboards help her segment donors and analyze underperforming channels — all while making it easy to generate exportable insights for team meetings or reports.