NPCommunicator: The General Public Is Not Your Audience

photo by noviceromano on Flickr

More often than not, nonprofits tell me they want to use communications to  reach “the general public.” And, I’m quick to respond, “The general public is not an audience!” Since we are not Coca-Cola or Nike or H & R Block, we will NEVER have enough resources to market to the general public. So, throw that audience right out the window. The key to our success lies in how targeted we can be.

Once you know what you want to accomplish (your goal), then you have to think about who you’re trying to reach. Who can make a difference on your issue? Who will donate money? Who can impact policy? Who will get involved? This “Who” is your audience.

If we are trying to organize a neighborhood watch group in the Edgewater neighborhood, our target audience is likely adults (maybe parents and homeowners) in the Edgewater community. Secondary audiences might include the alderman, community group leaders and others in that community who are influential and can help organize a watch group.

For more communications tips, read the entire post on the Nonprofit Communicator Blog

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