21NTC Session
Digital Inclusion

Eliminating Bias in User Personas


Communicating with a variety of supporters and stakeholders can be a difficult task. Digital is vast: Stop making assumptions about where you need to show up and craft an audience-informed communications strategy built on specific needs and behaviors. Learn how to gather, analyze, and build significant insights on qualitative conversations and translate them into meaningful action points alongside a more structured quantitative approach. We’ll discuss how to plan, conduct, and analyze simple user research, and pinpoint user behaviors that will anchor your digital strategy and online presence. This will inform your site’s core content, segmentation and communication across digital properties, and even lead to developing a flagship digital product for your organization. This is the power in building something informed by your constituents-your biggest champions-rather than building on assumptions. 

Session Type

30 minute session

Learning Outcomes

  • Conduct user research with a quantitative approach to qualitative data
  • Build personas that eliminate bias and are behavior-based
  • Utilize personas to create engaging digital experiences

Target Audience

Marketing, Communications, and Development Staff who create website content and build strategies for sustained engagement.


Content StrategyDigital InclusionEngagementResearch


Natania LeClerc

Senior Strategy Director

ThinkShout, Inc.

Strategy director focused on building sustained engagement through digital storytelling that centers equity and the human experience. I’ve been working for/on behalf of nonprofits for 16+ years, dabbling in fundraising, digital communications and marketing interchangeably. Fiercely committed to transformational change rooted in anti-racism.

My favorite YouTube wormhole is searching for tv theme songs from the 80s-90s.



March 23, 2021


11:00am – 11:30am