Invest some time looking strategically at the bigger picture for your nonprofit organization. Learn about tools for connecting with your audience and revealing your impact.
10. Target Audience
Considerations…
1. Age, Location, Marital/Family
Status, Other Household
Characteristics
2. What are their concerns?
3. What is important to them?
4. How do they spend their time?
5. How do they receive information?
20. Evaluation & Outcomes
• How will you know if you are
successful (and how will you know if
you aren’t)?
• What are your KPIs (Key
Performance Indicators)?
How will you track these over time?
• How often do you evaluate your
progress?
• When do you change course?
21. Create a KPI Dashboard
• Choose your top 3-6 Key
Performance Indicators for your
target audience(s)
• Track them on a schedule that’s
manageable for you (weekly-ish?)
• Report these on a regular basis in a
way that will keep you accountable
but also (ideally) allow for flexibility
• Find a way to do it that’s simple and
visual like a dashboard
22. Dashboard Example
0 2000 4000 6000 8000
March Visitors
April Visitors
Monthly Visitors
All Visitors Students
1100
1150
1200
1250
1300
1350
1400
March April
Facebook Followers
Facebook Followers
Event Attendees
Community Faculty Students
[Insert brilliant
analysis of
challenges and
next steps here]
23. Defining and
Overcoming Hurdles
• What is getting in the way of
success?
• Plan to check-in at regular
intervals
• Work with your team to
overcome
Thank ryan for the introduction
Been to a lot of these, first time presenting
Know that connecting to audiences is at the core of what we do
Objective: by the end want to have a good understanding on how to define target audiences, create profiles, and utilize this as the backbone of your marketing strategy
This workshop is all about you! Feel free to ask questions as we go
We also have handouts for everyone; we will be doing some writing and sharing exercises to help you start to think about how these concepts are directly applicable to you
One of my favorite things about spectrum is that is this kind of focused time away from the office, just one day without any major travel but a nice brain break, and for me I would get these where you get these random little margin note ideas that come up or side conversations that end up being as useful or helpful as the main event; my wish for all of you is that you have some great takeaways from all of the main presenters of course but also those little aha moments that stick with you because I think those are what keep me coming back as much as anything else
Sometimes people don’t like the idea of marketing when it comes to nonprofits, they think it’s icky or connect it to something sleazy
That’s why I like to start with the audience, because really you’re just trying to make those connections between what the audience wants, and what you offer
Before we dive in: if anyone has a strategic plan for marketing, (X%)
? and/or how long it’s been since they’ve done audience research
Who do you want to reach?
How do you currently define your audience(s)?
Visitors? Season ticket holders? Members? Donors? Volunteers? Participants?
Write down whatever comes to mind.
- Who wants to share with us about who they’d like to have
Items to consider: gender? Age? Location? Marital status? Other household characteristics? Start to create a detailed profile for each type of audience you’re hoping to reach.
Next key step: this is where the research comes in: what is the best way to connect with this audience?
BE SPECIFIC
How has this changed over time? How do you see this changing in 2017 or 2018?
Me: I need to give an example (Kemper?)
Find answers that you can measure later
Share: what are some challenges you’ve faced when it comes to finding your audience and also finding new audiences
Problems that come in assuming your audiences are just like you, or people in your board, or people on your team
Interested in finding younger audience, more diverse audiences, broadening from our base
Before you start diving in based on a bunch of assumptions that you have, a key step in the process is research.
Where is my audience? How can I find out?
How can I learn more about them and their relationship to me?
There are all kinds of ways to conduct audience research. You can decide that you want to focus on your current audience, or look toward a new target audience for your research. Some common tools include surveys, interviews, and focus groups. Let’s think about some pros and cons of each: (write on whiteboard).
Example from Kemper… listening group become the Kemper Student Council
What to track: ask group, what kinds of things do you want to track? For social media, include for profiles, # of followers/likers and growth over time; for individual posts: how many posts is a good number; # of clicks, # of likes/shares/retweets/pins/etc.
How to track: make a list of everything you want to track, and then start to plug in numbers
Find your baseline
Setup schedule to examine/check-in
Choose Which one is going to make the most sense for your particular situation, or choose a mix of both
Could be a hurdle in process that doesn’t let you measure
Very common: a hurdle in terms of resources ($, time)
A hurdle in culture, in shifting gears; how to overcome
What do you want to measure about each audience
What other stakeholders might want to know about this data?
What outcomes might be useful to track?
Determine what metrics you want to measure, and then setup a measurement plan and add that to your workflow.
How will you know if you are successful (and how will you know if you aren’t)? What are your KPIs (Key Performance Indicators)? How will you track them over time? What point do you evaluate-re-evaluate your social media investments and evolve what you’re doing?
Internally: how to plan/build
Externally: how to keep an eye out for what’s next
Don’t be afraid to experiment
Answer ?s; time for individual consultations
CSPRC is always an amazing resource