Blog, Non-Profits, Uncategorized / 29.06.2016
Reach Your Nonprofit Supporters by Using Buyer Personas
Inbound marketing is a bit like archery. You can’t just shoot up in the air and expect to hit your target. To be successful you have to aim strategically. Nonprofit organizations in particular tend to want to reach as many people as they can. They often do this by making their inbound marketing campaigns as generic as possible. Ultimately, in an effort to please everyone, those generic inbound marketing campaigns will reach no one. When compiling your marketing campaign, you want to aim at your buyer persona.
It’s hard to lose a client. I can only imagine how hard it is to lose a client your agency has served for over 20 years and one you’ve helped catapult ahead of the competition. Last month The Richards Group acknowledged it’s long-time client Chick-Fil-A had decided it was time to move on.
Storytelling is the catchphrase of the day (or maybe year? decade?). It’s easy to get caught up in the features and benefits of your widget or service, but you can only write about those so many times before your audience is bored or no longer interested. Once may even be too many times for some of the most technical of features of your products. But if you aren’t talking about your products, what are you talking about and how does that even benefit your business?
Often nonprofits have multiple “target markets”. They need to capture the attention of donors and prospective donors, they want to pull in additional volunteers and they need to reach their constituents. Each group has it’s own “division” within the organization from development to volunteer coordinators to program managers.