Elizabeth Lesser’s dramatic call to action —  lunch with the opposition — in her recent Ted Talk is surprising at first listen but makes a world of sense.

Understanding your audiences — whether they be prospective donors, current members or the legislators your organization is working to influence — is the most reliable key to connection. Knowing what’s important to them — and their wants, habits and preferences — is the only way to make your call to action  relevant (assuming there’s an overlap between your org’s values and goals, and theirs).

How do you get to know your organization’s community and prospects?  Please share your strategies here.

P.S. Get your free 2011 Guide to Nonprofit Marketing Wisdom — benefit from what 127 nonprofit communicators like you learned in 2010.

Nancy Schwartz in Audience Research | 1 comment
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Obama -- Don't Let Your Hard-Won Community of Hope Die OffSo what happens when a groundbreaking campaign ends?

In Obama's case, I'm not talking about whether the candidate gets into office or not (that's out of any strategist's hands), but what's going to happen to the engaged, interested, willing-to-work/give community he's developed via

My advice: Keep it going.

These folks, many of whom are campaign/advocacy virgins, are enthused. They've been awakened, or re-awakened, by a passion for change, and by a candidate who's made it possible for them to grow into a community of like-thinkers. And they're well-positioned to do more; for other candidates, for the party, for key issues.

Jesse Helms, a mastermind marketer, transitioned campaign supporters' contact info (phone and address at that point) into what then became a very powerful National Republican Congressional Committee.

Obama, and your organization — at the close of an advocacy or issue campaign — should do the same (not to the NRCC, but to an ongoing community of interest and action around whatever they've responded to initially).

Nancy Schwartz in Campaign Marketing Models & Tips, Nonprofit Communications, Social Media, Web 2.0 | 4 comments

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