Workshop Series

Personas for Nonprofits

Tuesday, 15 November 2022 1:00 pm - 5:00 pm

Defining the Hero and Avoiding the Hype

Not every person who interacts with your brand is the ideal member, donor or visitor, but personas can bring you closer to understanding who that person may be. A thoughtful, in-depth persona can be the insight your team needs to understand how your audience interacts with your organization. 

Join AMA Chicago for this half-day conference where you will learn to identify and create strong personas that meet your constituents where they are. Through thoughtful insight and hands-on activities, you will gain the tools to understand and create comprehensive personas that will align your nonprofit’s mission more closely with your audience’s unique needs.

Key takeaways:

  • Understand the purpose of personas for nonprofits, institutions or associations
  • Learn the building blocks to design narrative personas
  • Hear a case study from a Chicago-area nonprofit 
  • Create well-rounded personas that meet your organization’s objectives and mission


Kristian A. Alomá, PhD
Founder & CEO


Kristian believes designing a successful relationship with customers requires the intentional and intelligent application of social sciences. During his two-decade career in marketing, he has helped the world’s largest brands improve their relationships with customers by drawing on his academic experience in narrative psychology, identity, and behavioral economics. At the Kellogg School Center for Nonprofit Management, Kristian is a lecturer helping nonprofit leaders learn to improve their brand narrative and enhance the donor experience through mindful design.

Averie Wright
Coordinator of Recruitment and Strategic Initiatives
Chicago Semester


Averie Wright is the Coordinator of Recruitment and Strategic Initiatives for Chicago Semester. He has 3 years of experience in higher education recruitment and marketing. His educational background is in philosophy, sociology, and psychology. Averie’s work focuses on integrating DEI initiatives in recruitment through highlighting stories of impact and empowerment. For fun, Averie enjoys studying narrative theory and watching mediocre reality tv.  

West Monroe Partners 311 W Monroe St 14th Floor Chicago, IL 60606

AMA Chicago members: $35
Guests: $50
Groups of 3+: $30 each
Full-time students: $25

This half-day conference is ideal for nonprofit marketing professionals.

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