Douglas College | Buyer Behaviour Project
Partners to Parents is a U.S.-based nonprofit that empowers educators and school leaders through professional development. To build a sustainable revenue stream and deepen community impact, they launched a three-day Grant-Writing Retreat—teaching participants to secure funding while supporting the nonprofit’s mission.
Objectives
- Build a prospect list of 300+ educators within the first two months
- Achieve ≥35% conversion rate from lead to retreat registration during the 3-month campaign.
My Role – Buyer Behaviour & CX Analyst
- Journey diagnosis: Audited the entire buyer journey from ad click to post-retreat follow-up; flagged key drop-off points in awareness and evaluation stages
- Segment-specific paths: Designed tailored journeys for three target personas (teachers, principals, PD directors), including channel, message, and CTA per stage
- Founder touchpoint workflow: Integrated optional 1:1 calls with qualified leads via Calendly, preventing funnel slowdowns
Development Approach: Manual heuristic audit of the retreat microsite, persona canvases built in Canva, and journey maps organised in Google Slides.