Donors, volunteers, clients, community members, staff, board members: This is who makes up your core audience. Within these key groups, you have many individuals that all seek, and even require, certain sets of information to stay invested in your organization. Understanding the “who” of your target market for direct mail, mass email campaigns, and social media posts will lead to increased interaction and stronger engagement.
Uphold your mission statement in everything you do. Your mission is your stronghold, the few sentences that sum up the ongoing key goals of your organization. Choose these sentences wisely. Use this mission statement as a starting point to understanding your audience, those who seek to take a more active role in it versus a passive one.
After paying attention to and placing importance on your mission statement, be aware of your brand. Your brand is a combination of the tone of your communication efforts mixed with the content of individual and mass communications. Just as your audience embraces a mission statement if it speaks their language, an audience has the power to promote and take on the brand you so earnestly believe in. Your nonprofit’s audience can take your brand and mission to new heights because of their belief in it.
Providing a strong mission and brand for your audience to back up gives your social media and mailings the traction they need to boost engagement amongst your existing followers. From here, followers of your followers can tap into your carefully chosen content as well. Knowing your audience has your back and that they see your words as full of meaning and purpose is invaluable. You don’t need to win over your audience online; just give them a reason to keep coming back for more.
To get started in better understanding your audience and tailoring content across your mission, brand, and social media, give us a call today!
Marianna Woodruff is Director of Brand Awareness at DonorLynk, LLC. DonorLynk aims to provide nonprofits with tailored solutions that work for you, not against you.