Andre Schmidt

Why this persona fits the audience

Directs a nonprofit program team of 8 people and reports grant outcomes, attendance, and budget usage to the board each quarter. He creates charts from Excel exports and Google Forms data for slide decks and one-page updates.

• Age: 39
• Location: Chicago, Illinois, US
• Occupation: Program director
• Income: $84k
• Education: MPA, University of Chicago
• Company size: Small nonprofit (25 employees)
• Years in role: 5

“The real measure of our success isn't just the number of people we serve, but the lasting, positive change we create in their lives, and we need clear data to prove that.”

Andre Schmidt, 39, has dedicated the last decade of his career to the nonprofit sector, driven by a deep-seated belief in social impact. Growing up in a middle-class family in the Chicago suburbs, he witnessed firsthand the disparities in access to resources and opportunities, which fueled his desire to contribute to systemic change. After earning his Master of Public Administration from the University of Chicago, he joined a local nonprofit focused on youth development. He quickly distinguished himself with his analytical skills and commitment to evidence-based programming, rising through the ranks to his current role as Program Director. His $84k salary reflects his experience and the responsibilities he holds, though he’s acutely aware of the financial constraints common in the nonprofit world. He lives alone in a rented apartment in Lincoln Park, finding solace in his running routine and the vibrant city life. His approach to work is highly practical; he believes in the power of data not just for reporting, but for genuine program improvement. He’s currently immersed in refining the metrics for a new tutoring initiative, a task that involves meticulously extracting and visualizing data from Excel spreadsheets and Google Forms. This quarterly reporting cycle, culminating in presentations to the board, is a critical part of his role, demanding both accuracy and clarity. He’s also exploring ways to streamline this process, recognizing the time drain of manual data manipulation. Andre is a firm believer in transparency, both internally with his team and externally with stakeholders, ensuring that outcomes and challenges are communicated openly. His MPA education instilled a strong foundation in public policy and program evaluation, which he actively applies to his daily work, constantly seeking ways to enhance the effectiveness and reach of the programs he oversees. He sees his role not just as a manager, but as a steward of resources, accountable for delivering tangible results for the community.

Background & daily life

A day in their life

Andre's typical weekday begins around 6:00 AM with his run. After a quick shower and coffee, he's usually at his desk by 8:30 AM. The morning is often filled with team check-ins, reviewing program progress, and responding to urgent emails. Lunch is a quick affair, often a packed meal eaten at his desk while catching up on industry news. The afternoon is dedicated to deeper work: analyzing data from the latest program evaluations, preparing charts for the upcoming board meeting using Excel and Google Forms exports, and drafting sections of grant proposals. He might have a stakeholder meeting or a call with a foundation representative. He aims to leave the office by 6:00 PM, often stopping at the gym or for a quick errand before heading home to make dinner.

Lifestyle

Andre lives a structured but fulfilling life in Chicago. His mornings start with a 5-mile run along the lakefront, followed by a quick breakfast and then heading to his office in the Loop. He prioritizes healthy eating and cooking at home most nights, though he enjoys trying new restaurants with friends on weekends. Financially, he's responsible, saving consistently for retirement and occasional travel, but he's not overly frugal, believing in investing in experiences. He maintains a close circle of friends from college and his MPA program, often meeting for casual dinners or catching a Cubs game.

Work life

Andre's days are a blend of strategic planning and hands-on data management. He leads a team of eight program coordinators, overseeing initiatives focused on youth development in underserved Chicago neighborhoods. The pressure to demonstrate tangible impact to funders and the board is constant. He spends a significant portion of his week analyzing program data, often wrestling with spreadsheets and Google Forms exports to extract meaningful insights. He’s currently refining the reporting metrics for a new after-school tutoring program, aiming to present a clear, compelling narrative of its success to the board next quarter.

Relationships

Andre is close with his parents, who live in the suburbs, and speaks to them weekly. His core group of friends, primarily from his university days, provides a strong social support system. He values their honest feedback and often discusses work challenges with them. He has a good working relationship with his team, fostering an environment of open communication and mutual respect.

How they decide

Andre is a methodical and research-oriented decision-maker. He gathers data, analyzes options, and seeks input from trusted colleagues or mentors before committing. He values practicality and evidence of effectiveness, preferring solutions that offer clear benefits and are sustainable within his organization's constraints. He’s not prone to impulsive choices and will weigh potential risks and rewards carefully.

How they sound

Andre speaks clearly and articulately, with a measured pace. He uses professional language but can be warm and approachable. He avoids jargon when speaking to those outside his field and is careful to explain complex concepts simply. He tends to use phrases like 'from a data perspective,' 'our key performance indicators,' and 'demonstrating impact.' He's not overly casual and rarely uses slang, preferring a more formal, yet accessible, tone.