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Tailoring messages to
different Audiences
Kimberly J. Murphy, CFRE
President, Berks
Conservancy
Tailoring your message to reach
different audiences who we want
to target or reach:
 What is your message?
 Who do you want to reach?
>Research<
 Does your message resonate with
them? ie: what can you do to best
frame your message to your audience
interests?
www.berks-
conservancy.org was a
more traditional land
protection audience
www.greenberks.co
m invited anyone to
join the
conversation
 www.ecoadventurecamp.co
m sounds fun!
 www.greaterreadingtrails.com
appeals to people who
are interested in trails.
November 13
7:30 a.m.
SOTE
Outreach Example
 Direct Mail by Project Area (geographic
focus)
Trail Ambassadors
Thank you!
Kimberly J. Murphy, CFRE
President, Berks
Conservancy

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Tailoring Messages to Different Audiences

Editor's Notes

  1. I want to share today a few examples of how we tried to tailor certain messages to various audiences that we wanted to reach. First we needed to decide: 1) what was our message and 2) who did we want to reach? As Jen mentioned, having research about what your audience values, understands, appreciates is useful. So we understand whether the message we are trying to send resonates with them.
  2. For example about 10 years ago we learned a lot about our traditional Berks Conservancy audience. It was older, it was white and it was republican and male. We wanted to reach out to younger audiences with families, we wanted to reach people who cared about the “green movement” and thus we developed a separate website and brand we manage called “greenberks.com”. Our visitors to this site would not typically visit our Berks-conservancy.org website. We ultimately used this site to primarily promote our State of the Environment reports and messages.
  3. Similarly, we created a separate camp website called Eco-Adventure Camp.com. It sounds fun, and can easily be navigated back and forth from our traditional website. And our Greaterreadingtrails.com website focusses our trail work into a site for those specifically searching for or interested in trails. We have had a great success with this market segmentation and have grown our online database by 300%.
  4. We developed segmented programs that we thought would reach certain audiences that we wanted to reach. Our Green Drinks program led us to social people who were interested in green living and interested in gathering informally and discussing various topics around a green lifestyle.
  5. Wanting to create a program that reached out to our corporate audience we knew we would have to frame our message in a way that showed accountability and measurement of progress or deficiency. We developed the State of the Environment report for Berks County. In our first publication we measured 5 indicators in the areas of land, waste, water, energy and air.
  6. Our subsequent reports looked at similar data only through a different lense. We did the Business of Nature to appeal to those corporate folks who were most interested in economic development – we looked at environmental resources through an economic lense. Following that we looked at the Environment through a health lense with the publication of “Healthy Living in Berks”. We distributed this report throughout all the pediatrician and family practices throughout Berks county with the partnership of the Berks Co. medical society. Each one of these publications and breakfast opened us up new partners, funders and potential members by simply talking about our work through a different lense.
  7. Last year we did a 5-year update on our original data and indicators. This year at our breakfast on Nov 13, 2014 we will debut “Seasons of Change” discussing climate change in Berks County. Each year we have been able to showcase our work and pretty much a similar message regarding the environment only through a different lense. Each different lense allows our message to reach or resonate different audiences based upon what they find most important or value. Our corporate giving and support has grown based on this program.
  8. Another such example was a direct mail project we did to a specific constituency. These were residents in a particular focus area of our conservation efforts. We were doing significant land protection in the Oley Hills of Berks county. We wanted to gain awareness and financial support from the local community in addition to seeking additional land protection leads. We produced a direct mail piece and sent it to 12,000 people in our land protection project area geography. The mailer netted 4+% return that INCLUDED their email addresses, home addresses and specific info they were interested in. ALWAYS offer something in return – FREE packet, FREE magnet, etc.
  9. We have even branded our volunteers in a way that they can feel a part of a group, they have a title and they are more than just a “volunteer”.
  10. I hope I’ve given you some good examples of how we have tried to identify different constiutencies, figure out what resonated with them, develop a message or brand our message in a way that is appealing to that group/audience and grow from there. Moving forward I think we need to consider some questions as we all approach our work in the various clusters.