How do you customize your nonprofit messages for different audiences?

Think of a store and three types of customers (donor). The first customer may walk into the store and buy an item but also may not, but also may come back someday. They would be called a Tier Three customer. The commitment is there but is minimal. The second would be a customer that has been there before once or twice, buys something. There's some commitment. This is a Tier Two customer. The next customer is a customer that comes back again and again because they love the store. This is a Tier One customer. The goal of every nonprofit is to create a storefront that a customer/donor wants to enter, advancing them through the tiers. All communication is developed and tailored toward advancing your audience through the tiers.

Quite recently, we have changed strategy with our weekly newsletter. We felt we want to build a sense of community and create opportunities for our subscribers to take action or respond to us. We have asked for their opinion on some of the topics we cover and we have also created polls. The response have been amazing, we have seen our open rate go up, and we also use the responses in polls and feedback on the next newsletter, showing that we read and use the date generated from their responses. Also analytics are powerful, it helps to show which messages your audience is responding to and you can use the data to tweak or improve your messaging.

Knowing your audience isn't just a communication strategy; it's the essence of effective connection. It's about recognizing that your audience is not a monolithic entity but a diverse group of individuals with unique needs and preferences. Tools like surveys, interviews, analytics, and personas are not just data collectors; they are the keys to unlocking the hearts and minds of your audience. It's about understanding what makes them tick, what challenges they face, and what they hold dear. Additionally, it's about speaking their language, whether it's through emails, social media, or face-to-face interactions.

It's similar to someone changing their resume/CV to reflect a job posting...generic just doesn't cut it anymore. I look at it as you must know your audience, what makes them want to be involved or support your organization? Creating different promotional tools for each of these groups is necessary for the continued viability of your organization. If you're still doing the same things you did 20 years ago without change, you won't last. It's the same with promotions. We have an extra challenge in adult literacy - reaching adults who need our services - think about it, the written word isn't much help and old media approaches are struggling to maintain an audience. Finding the right social media and the right platform is key.

I would add to Jane’s comment that ‘face to face’ and word-of-mouth referrals still remain most trusted and effective ways adult learners come to us. So when considering social from the plethora of marketing tools, we often think where might the friends/family/agency partners be? They are our trusted champions.

Defining your goals and objectives isn't just a strategic exercise; it's the linchpin of effective communication. It's about being purposeful and deliberate in your messaging, ensuring that each communication piece serves a distinct purpose. Your audiences aren't one-size-fits-all, so your goals shouldn't be either. Whether it's raising awareness, educating, inspiring, persuading, or showing appreciation, each message should have a clear intent. But setting goals isn't enough; you must also be able to measure your progress. Metrics like open rates, click-through rates, conversions, retention, or referrals are not just data points; they're the instruments that gauge your impact.

Step 1: Establish your vision and identify strategic goals. As a nonprofit leader, your first step to creating clear and compelling messaging to advance your mission is to start with casting a vision and identifying your goals to make it a reality. Your vision will act as your true north, and your goals will act like milestones as you navigate the medium of time toward achieving your vision. With your foundation in place, you can then move on to creating a message that drives your mission forward without confusing your stakeholders or audience or changing every quarter with new trends. Remember, when advancing your mission, direction is always better than speed.

Your goals and objectives should match the audience you are targeting. Both for funding and the success of your target audience to reach their success.

To come to a point to opt customization of audience you would need good reason(s). At times it could be for the purpose of high engagement after perhaps some surveys. The message could be tailored to resonate with the needs of specific groups as a result of requests or complaints that have been received. i suggest that reason(s) or circumstance(s) chosen should also relate to appropriate language and culture of the organisation. The audiences need to be identified and segmented accordingly for instance it could be directed to the general public to raise awareness on the products that are a threat to health, or the young generation to address their specific needs.

It all starts with a clear, concise Mission Statement. Program messaging must align with your organizational value proposition. Have your program participants tell their impact stories... Brings it all full circle...

Your core message and value proposition aren't just marketing jargon; they're the anthem of your organization, the rallying cry that calls supporters to action. Crafting these messages isn't about fancy words; it's about capturing the essence of your mission in a way that resonates deeply. Think of it as composing a symphony where every note plays a part in conveying the overall theme. While these core messages should be consistent across all your communications, they are not rigid. You can adapt and tweak them to suit different audiences.

While customizing your message, maintain consistency in your nonprofit's mission and values across all communications. This ensures a coherent brand identity

Step 3: Articulate your mission through a core message Once you've established your vision and strategic goals and have a good idea of who you serve and who you can invite to support your mission, it's time to create your core message, also known as a value proposition. It conveys the basis of what you do by clearly identifying the primary problem you solve and the implications of that change. If your message is too vague or unclear, it will fall flat. On the other hand, if your message isn't compelling or inspiring enough to engage with people's hearts and minds, it won't be effective. Use the following framework to create a simple value proposition on which you can expand your message: Problem + Solution = Results.

Craft a message and value proposition that creates a sense of urgency. Donors and potential donors, especially in the digital age, have a myriad of options for their charitable giving. "Why us" and "Why now" should be at the forefront of your communications. Having a strategic "Case for Support" document that outlines the message in detail is valuable for internal collaboration. Language can then be taken directly from the case for all external communications. This ensures consistency and that "Why Us, Why Now" stays front and center.

Using the right tone and language isn't just about communication; it's about connection. It's about speaking the language of your audience, not just in words but in emotions and intentions. Crafting messages is like conducting an orchestra; you must balance authenticity and credibility with engagement and emotion. Storytelling, testimonials, facts, calls to action, or humor are not just tactics; they're the notes that compose your symphony. Moreover, you must dress your message appropriately - consider the occasion, the audience, and the channel.

Using the right tone and language is hard when you don't have a core message as your foundation for inspiration in your communication or marketing efforts. To create an engaging and compelling message, use a simple framework to invite your audience into a story by establishing them as the hero in their journey of self-discovery and impact-driven goals. By doing this, you take the spotlight off of always talking about your organization and place it on your donors, stakeholders, and those you serve. I've found the SB-7 Framework is an incredible tool that StoryBrand developed to help organizations leverage the power of story. Check it out to master your storytelling skills and create a compelling core message for your mission.

Crafting your messages isn't a one-and-done task; it's an ongoing journey of refinement. It's akin to sculpting a masterpiece; you chisel away what doesn't work to reveal what does. Testing and optimization are the chisels in your toolkit, and feedback and data are your guiding stars. Methods like A/B testing, focus groups, polls, or surveys are not just for data collection; they're the mirrors that reflect how your audience perceives your messages. The aim is to uncover what resonates and what falls flat, and then make the necessary tweaks. Every element of your message - subject line, headline, image, copy, or layout - is like a brushstroke on your canvas, and you can fine-tune each one.

Good messaging is a conversation and it doesn’t exist in a vacuum. Listen to your audiences, not just in their feedback to your messages, but what they want from the rest of their environment too. Pair your message to their other interests, partner with other charities, build a community out of your audience.

The only constant is change! From world affairs to community experience, the environment in which a message is delivered changes. You need to review your communication in light of current events and trends in order to have an authentic tone which is well received.

In my experience, effective communication is an ongoing process. By customizing your nonprofit message for different audiences, you can build stronger connections, increase support, and drive positive change for your organization's cause