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Targeting your Audience
1 December 2009, by , in Data Management, No comments

Twice in the past couple of weeks (with different groups) I’ve heard words to the effect of: “We want to be careful about who we communicate with. We don’t want the whole world to know about this, because we would be inundated by inquiries from people who can’t benefit from what we’re offering.”

I can’t tell you how refreshing it is to hear this. Too often the default marketing position of many associations and non-profits is “Tell everyone.” But the reality is, no matter who you are or what you’re trying to communicate (read: sell), your market does have a limit. You need to know who your target is, and how to reach them.

For example, with one of the groups mentioned above, their target is extremely talented (or gifted) students, from very poor backgrounds, around the age of 14. How is THAT for a well-defined target? Because this organization has clearly defined who their target is, they can measure every communication to be sure that’s the audience they’re talking to.

Do you know who your audience is? It may change for the program or service or communication you’re sending, but you need to have a clear understanding of who needs to know what you’re saying. Once you’ve clearly defined your target audience, then you can focus on what needs to be said, and how it is communicated. Don’t fall for the “Tell everyone” trap.

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“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
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Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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