Base Your Supporter Journeys in Reality

As I revise my first book, The Nonprofit Marketing Guide, I am updating the chapters with newer approaches that weren’t commonplace 10 years ago when I originally wrote it. For example, in the chapter about defining your target communities, I spent a lot of time on personas. I’m leaving that content in there, but also…

Level Up Your Permission-Based Marketing and List Building

No matter where you are in the process of creating more effective communications and marketing for your nonprofit, you can always do more. But that means it is very easy to get overwhelmed! Here’s how we suggest you level up your permission-based marketing, list building, and segmentation. Figure out where you are first, then look…

When You Are Asked to Market to New and Different People

This question came up recently in the Communications Director Mentoring Program: “I’ve been asked to start attracting new groups of people as volunteers and donors who are different than our current volunteers and donors. How do I do that without losing the ones we have?” This question comes up A LOT, especially in the context…

So You Made an Audience Persona. Now What?

Back in April, Beth Hallowell wrote a great guest post for us on How a Little Communications Research Can Yield Big Results. Today she is back to talk to you about supporter journeys and how to create an effective one. ~Kristina Guest Post by Beth Hallowell So you made an audience persona. That’s awesome! Audience…

Carter Center versus Clinton Foundation . . . A Tale of Two Audiences (An #npcomm Showdown)

Earlier this summer, I mentioned that we’ve been tracking the communications of pairs of national nonprofits working in the same space. Where are the strategies in sync? Where do they diverge? What can you learn from that? We are calling it The Showdown, and we will often declare “winners,” but that part is really just…

Using Facebook Targeting to Boost Performance on Organic and Promoted Posts

Learn how to find your ideal audience on Facebook in this month’s guest post by Drew Bernard of ActionSprout. ~Kristina Guest Post by Drew Bernard, Founder and CEO of ActionSprout Facebook targeting is one of the most powerful ways nonprofit page managers can increase reach. The social network’s incredibly accurate targeting options for ads have long made it easy…

Your Nonprofit’s Newsletter: You Are Not the Target Audience

I’ve started guest blogging for BoardAssist, which offers great advice to board members about how they can be more effective, and to nonprofit staff about working with boards. I’m reprinting my first post here from the BoardAssist blog, which is directed towards board members themselves, but I hope it will be a helpful read to…

Prospect Research: A Breach of Privacy, or a Best Practice?

Learning about a prospective major donor is important to cultivating that relationship. But many fundraisers feel researching prospects in the Internet Age is too creepy. Author, speaker, coach and fundraising consultant, Amy Eisenstein, shows you how to get the info you need without becoming a creeper.  Amy also has a special offer for our readers –…

Think You Know Your Audience? Yeah, So Did I

Yesterday, I shared a worksheet to help you create personas, which is a technique to focus your communications on the people who matter most to your success. Today, Haila Yates shares the story of how her nonprofit is using the personas they are creating to make better marketing and communications decisions.  ~Kivi Guest Post by…

Audience Research: Where to Find Polls and Survey Data

You’ve accepted that “the general public” is not a target audience. Congratulations! Now’s the fun part:  learning more about the groups of people who really are most important to your success. You can and should do some original research via surveys, interviews, and informal focus groups with people on your lists (which I talk about…

You Are Not Your Target Audience

Putting aside for a moment whether we should call them “target audiences” or not, it’s always good to remember that, as a nonprofit communicator or fundraiser, you are very rarely the kind of person that you are trying to communicate with. Even if you match the demographics, the fact that you are employed by your…