One of the challenges faced by nonprofit organizations is designing and implementing a strategic communication plan. The issue is particularly a concern for smaller organizations that might not have the financial and personnel resources enjoyed by larger organizations. This article is the first in a weekly series that will introduce organizations to public relations and strategic communication concepts, as well as ideas to consider to reach target publics.
A crucial step in developing a strategic plan is to identify and understand your organization’s target audience. The tendency is to talk about the organization and to design a plan based on the organization’s goals. Certainly, it is important for your audience to know about your organization. However, building an ongoing relationship with your target public means making a connection between the essence, vision and mission of your organization with your constituents’ needs, experiences and values.
Researching your target public involves two elements: demographics and psychographics. Demographics are measurable characteristics that are typically associated with such things as religion, education, age, sex, and income. Determine who you want to reach and whether that population segment matches your goals. Often, segments fall within ten-year age groups, such as 24-34, 35-45, and so forth. Segmenting too broadly will result in big differences between the lower and upper ages. For example, defining your target as 25- to 55-year-olds is too wide. Individuals who are at both ends of that spectrum have different life experience, interests, and even media usage habits.
The second element, psychographics, involves qualitative characteristics of your target public. It includes a variety of diverse descriptors such as values, hobbies, attitudes, ambitions, and life position. Demographics help you classify segments, but psychographics help you understand how your target public thinks about life’s issues and why, as well as their life position. This ultimately translates into how your organization crafts its central message and how it structures a communication approach that resonates with the target.
Gathering the right kind of data about your target public can take a bit of research time, but will provide valuable information. Starting with a good foundation is worth the effort to ensure more effective communication that strategically fits your organization’s needs and vision.