target audiences

Now’s the time to put a memorable, repeatable tagline to work for your organization, campaign, program or service. It’ll help extend your reach, increase donations and program participation, and strengthen your volunteer base.

Join me to craft yours—Learn more now: www.TaglineFocusProject.com 
Our next session—I have the bandwidth to lead only two sessions each year—starts May 7.

Save $200 when you register by April 23. And since the program is delivered online and via phone and email (in a small group and one-to-one working with me), you participate right from your desk to save time and budget. Hope you’ll be able to make it.
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Nancy Schwartz on April 4, 2013 in Professional Development | 0 comments
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Now’s the time to put a memorable, repeatable tagline to work to extend your reach, increase donations and program participation, and strengthen your volunteer base. Join me to craft yours—Learn more now: www.TaglineFocusProject.com  Next session starts July 10.

Save $200 when you register by June 28. And since the program is delivered online and via phone and email (in a small group and one-to-one working with me), you participate right from your desk to save time and budget.
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Nancy Schwartz on June 13, 2012 in Professional Development | 0 comments
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I’ve advised you to piggyback your nonprofit content on headlines and notable days to catch your target audiences in their open-minded moments. It’s an easy and reliable way to connect with your base and increase engagement.

Not surprisingly, the converse is also true. Here’s a dramatic example of how a messaging disconnect alienates the very folks you need to engage to move your mission forward:
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Nancy Schwartz on July 26, 2011 in Branding and Messages | 3 comments
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A huge part of what I love about guiding nonprofit communicators to greater impact is seeing the “aha moment.” I witnessed a great one last week while presenting the Total Focus Marketing Plan Workshop in Seattle last week, with Kivi Leroux Miller.

DD Coutts, Vice President of Development at Glenbow Ranch Park Foundation was among the terrific group of energized workshop participants. During the segment on getting to know your target audiences, DD had an “aha moment” that will make all the difference in her ability to connect effectively with the very folks who can help move the Foundation’s mission forward.

She had been identifying the Park’s visitor base — the ideal source for volunteers now and donors later — as families but realized, with our guidance, that this broad category didn’t give her the insight she needed to connect with them. There are just to many kinds of families, varying in size, interests, available time, motivation for using the park and other dimensions.

Here’s how DD moved forward to group (a.k.a. segment) her target audiences into three distinct groups that use the park:

  1. Families with young children
  2. Families with older children
  3. Immigrant families

This segmentation led to DD’s next insight — that each group uses the park in different ways. She named and described the segments as follows:

  1. Nibblers: Families with young children. Tend to stay on the periphery of the park and visit for brief periods.
  2. Explorers: Families with older children. Explore the complete park, spend more time there.
  3. Celebrators — Extended families, usually immigrants. Use the park as a gathering spot.

You see how much more useful these segments are, enabling DD to take the next step to profile a persona within each segment — an individual or two who epitomize the segment. Your personas show you what your primary audiences’ wants and habits are, so you know how to pinpoint where your organization’s wants overlap with them. That’s the sweet spot for marketing success!

Kudos to DD for going beyond the obvious!

P.S. Learn more on how to strengthen your nonprofit’s marketing impact with the Getting Attention Guide to Nonprofit Marketing Wisdom.

Nancy Schwartz on June 23, 2011 in Audience Research | 0 comments
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Flickr - mtsofanThat’s the subject line of this morning’s email from our local JCC, asking for my input on its member survey.

My immediate response was to delete it, because it’s all about the JCC’s needs and not about what members like me need. At least that’s what the subject line conveys!

Has your organization ever alienated its audiences doing something like this, something totally narcissistic?

Here’s what’s really annoying: The JCC folks do get it right in the first sentence of the email itself — There is only 1 week left to take our online JCC feedback survey. Please take a few minutes to complete it. Your opinion is extremely important as it helps us focus our improvement efforts on the areas that matter most to our community. We hope to hear from all of you!

But that’s the only sentence in the entire wordy email that speaks to serving the wants and needs of us JCC members. And most folks won’t even get there because the subject line is so JCC-focused.

Let me say it again — it isn’t about you and your organization. The engagement you crave comes only when you identify, understand and speak directly to the wants of your target audiences in language they’ll connect with.

If anything, I recommend you over-emphasize your audience focus. Because you’ll miss out entirely if it’s all about you.

My suggestion for a far more effective subject line is this: Pls take 5 minutes to tell us what you need. Same request, just turned around to address member needs, which makes a huge difference.

What are your strategies for getting to know your audiences and showing them that their wants and interests are important to you? Please join the discussion.

P.S. Get more in-depth articles, case studies and guides to nonprofit marketing  success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on October 18, 2010 in Branding and Messages | 5 comments
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