From Research to Results: Finding and Connecting with Your Audience
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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.
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From Research to Results: Finding and Connecting with Your Audience
- 1. From Research to Results: Finding and Connecting with Your Audience May 9, 2017 CSPRC Spectrum Conference @kimberlysinger | #STLSpectrum
- 3. Quick Overview •Defining where you are now •Target audiences & research •Translating to impact
- 4. “ Marketing isn’t about selling people something they don’t want. It’s about connecting with the people that want what you offer.
- 6. Brainstorm •Who do you want to reach? •How do you currently define your audience(s)? •Write down whatever comes to mind…
- 7. Sharing
- 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?
- 12. Listening
- 15. Your Plan • Listening and Research Tools
- 16. Impact
- 19. 2 Broad Measurement Frameworks 1. By Audience 2. By Tactic
- 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
- 24. Your Plan • Measure and Refine
- 25. Looking Forward
Editor's Notes
- 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