Peter Zehren | Nonprofit Management and Leadership
Image may be NSFW.
Clik here to view.
Many of us learned in marketing to send out information to a “target audience” and focus on their needs. However, as social media and tools of engagement advance the term no longer works. The term “target audience” is dead.
As Kivi Leroux Miller points out in her book Content Marketing for Nonprofits we no longer “target” a segment nor is there an “audience” sitting on their hands taking in information.
My first degree from UW-Milwaukee is in Mass Communications—does that concept still exist? The masses now communicate in a two-way dialogue. And, corporations and nonprofits alike have less control over market messaging.
Image may be NSFW.
Clik here to view.
Segmentation
Although “target audience” as a concept may be outdated, segmentation isn’t. Appealing to like-minded people is where social media excels; so we must still create relevant content for clients to pass on and discuss.
Penelope Burk calls this responsiveness donor-centered fundraising. Focusing on donor’s needs. But it goes deeper. You may provide information but it works best when it comes from your donors themselves—social media influencers who leverage large networks.
Image may be NSFW.
Clik here to view.
Two-Way Information
When it comes to marketing content, Bloomerang fundraising software CEO and Co-Founder Jay Love says, “It’s got to come from your current donors, supporters, volunteers. If they’re sharing information, it can bring your brand alive in social media.”
Today communication about your organization comes from all directions. Clients are not “targets.” It’s part of the topic of my latest special report for the Nonprofit Technology News on fundraising and technology: Omni-Channel Fundraising.
Engagement
Corporations and nonprofits must engage with their clients. The recent Association of Fundraising Professionals’ International Conference in San Antonio, Texas, focused on the “shift” in technology and how it helps us engage with stakeholders. We no longer have total control.
The reality is that anyone and everyone hold control. You cannot control what people are going to say about your organization or business. That’s why it’s critical to listen, respond and inform your constituency. You must fully engage.
Image may be NSFW.
Clik here to view.
Embrace Change
While I don’t believe “mass communications” still exists, I do believe the masses are engaging, connecting and communicating more than ever. In this environment, it’s important to relay relevant information and be prepared to be part of a dialogue.
Even though the “target audience” may be dead, we are reaching more people. The difference may be it’s not always the organization that reaches them.
How has your marketing adapted to the death of the “target audience?”
Image may be NSFW.
Clik here to view.
Image may be NSFW.Clik here to view.
