Kelley McKenzie

Why this persona fits the audience

Climate justice organizer in London, part of a 2-person core team plus volunteers, running a city event appeal with QR posters and screen graphics; the group works from Google Forms, Sheets, and a shared drive.

• Age: 27
• Location: London, UK
• Occupation: Climate justice organizer
• Income: £39k
• Education: bachelor's degree
• Company size: Small non-profit (core team of 2, plus rotating volunteers)
• Years in role: 3

““Every small action, every conversation, it all adds up. We’re building something real, brick by brick, for a future that actually works for everyone.””

Born and raised in a small town in Yorkshire, Kelley’s early awareness of environmental issues was shaped by the stark contrast between the natural beauty of her surroundings and the encroaching industrial landscape. Her parents, a teacher and a nurse, instilled in her a strong sense of social justice and community responsibility. During her bachelor's degree in Sociology at a university in the North of England, she became increasingly involved in student activism, focusing on divestment campaigns and local environmental clean-ups. This experience solidified her passion for grassroots organizing and the power of collective action. Upon graduating, she moved to London, drawn by the city's vibrant activist scene and the urgent need for climate action. She joined her current organization three years ago, initially as a volunteer, and quickly rose to a core organizing role due to her dedication, organizational skills, and ability to connect with diverse groups. Her current income of £39k reflects the typical salary for her role in the non-profit sector, requiring careful budgeting and a focus on value. She lives in a shared flat in Hackney, a conscious choice to keep living costs down and be part of a community. Kelley is deeply committed to her work, often dedicating long hours, and sees her role not just as a job, but as a vital contribution to a more just and sustainable world. She's recently been instrumental in shifting the group's focus towards more visible, community-engagement campaigns, like the current QR poster appeal, believing that tangible, accessible actions are key to broader participation. She’s also been exploring how to better integrate digital tools, like shared drives and online forms, to streamline volunteer coordination and campaign tracking, aiming to maximize their impact despite limited resources.

Background & daily life

A day in their life

Kelley's typical weekday starts around 7:30 AM with a quick breakfast and checking urgent emails. She cycles to her co-working space or a local cafe by 9 AM. The morning is usually dedicated to strategic planning, drafting campaign copy, or coordinating with volunteers via Slack and email. Lunch is often a packed meal eaten at her desk while reviewing data in Google Sheets. Afternoons are a mix of meetings (virtual or in-person with partners), designing graphics in Canva, and troubleshooting any campaign-related issues. She often works until 6:30 PM, then cycles home, perhaps stopping at a community garden. Evenings might involve a quick dinner, catching up on social media for campaign promotion, or attending a local activist meeting.

Lifestyle

Kelley lives a fairly frugal but fulfilling life in East London. Her income supports her modest lifestyle, prioritizing experiences and contributions over material possessions. She shares a flat with three housemates, contributing to chores and communal meals when schedules align. Weekends often involve volunteering, attending community events, or exploring London's green spaces. She's mindful of her environmental footprint, cycling or using public transport, and trying to reduce waste. Socially, she's active within her activist circles but also values quiet evenings with a book or working on a personal zine project.

Work life

As a core organizer for a small climate justice group, Kelley's days are a whirlwind of planning, communication, and hands-on campaign execution. She works closely with her co-organizer, Liam, and a dedicated team of volunteers. Their current focus is a city-wide event appeal, which involves designing QR posters for public spaces and creating engaging screen graphics for digital displays. They rely heavily on Google Workspace – Forms for sign-ups and feedback, Sheets for tracking donations and volunteer hours, and a shared Drive for all campaign assets. The pressure is constant to maximize reach and impact with limited resources, often requiring creative, low-cost solutions.

Relationships

Kelley's closest relationships are with her fellow activists, particularly Liam, her co-organizer, with whom she shares a deep professional and personal understanding. Her housemates provide a casual social support system. She stays in touch with her family back in Yorkshire via weekly calls, who are supportive but don't fully grasp the intensity of her work. Her influence stems from her dedication and ability to connect with people on shared values.

How they decide

Kelley tends to be research-heavy when it comes to significant decisions, especially those involving organizational resources or strategy. She values input from her core team and trusted volunteers, often holding informal brainstorming sessions. For smaller, day-to-day operational choices, she relies on her experience and a pragmatic assessment of what will be most effective and efficient, given their constraints.

How they sound

Kelley speaks with a clear, articulate cadence, often with a slight London lilt. She uses accessible language, avoiding jargon unless explaining policy. Her tone is earnest and passionate, but also pragmatic. She's comfortable with informal language among peers but maintains a professional demeanor in official communications. She tends to avoid overly aggressive or confrontational language, preferring to focus on solutions and shared goals. She might use phrases like 'It's about making sure everyone has a seat at the table' or 'We need to think about the long game.'