A giving day communications plan becomes more effective as we clarify our preferred audience(s) and craft customized messages that encourage their generosity.
The message in our calendar year end direct mail invitation becomes more fruitful when we thoughtfully-construct segments and speak directly to why their support matters.
The annual communications theme for our organization grows in productivity the more we identify the audience(s) and create stories that reflect their relationship(s) with us.
The best communications starts with the question, “who is this for?” The more detailed profile we can craft for the audience we are seeking, the more effective our messaging can be.
Perhaps our preferred audience is young alumni, or business leaders, or families with small children, or donors above $1,000 annually, or any of the other countless publics with which we communicate. As we clarify and understand better the audience(s) we are seeking, we give ourselves the opportunity to communicate more effectively.
Important to keep in mind: The messages we craft are usually for folks who don’t live, give, or respond like us.
Because we are almost never the audience we are seeking.
