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Reaching our target audiences in different ways

Communicating for impact. Reaching our target audiences in different ways. Test Case: Information for Charities. Our Strategy. First and Foremost: Get to Know your Audience. We looked for existing studies

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Reaching our target audiences in different ways

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  1. Communicating for impact Reaching our target audiences in different ways

  2. Test Case: Information for Charities

  3. Our Strategy

  4. First and Foremost: Get to Know your Audience • We looked for existing studies • Statistics Canada 2003 Study: 13 000 non profits and charities (Activities, challenges) • Statistics Canada 2007 Study on donations, volunteering and participation. • Imagine Canada and John Hopkins University analysis of the non profit and volunteering sector.

  5. Leveraging Access to the CRA Database • Mining the database for information • Reorganising it • Using it: • Mass mailing • Email newsletter

  6. Using an existing network We networked with Philanthropie Québec Used their existing group Participated actively Linked to content

  7. Create Partnerships • Learned about the existing: • Groups, associations, etc. • Networks • Service providers • Communicated an adjusted message to their specific needs.

  8. Using Our Existing Tools • We leveraged our existing tools: • Website • Newsletter • Social Media • Corporate Brochure Add-on • Content Brochures • Trainings • Webinars • In person

  9. Use Commercial Tools of Promotion • Social Media Ads • pay-per-click ad campaign linking to online content. • pay-per-click ad campaign linking to our free training sessions.

  10. RECAP Have a communication strategy beforehand. Get to know your audience by finding existing data. Use existing networks, groups, associations. Create partnerships. Use your own existing communication tools. When funding is available, use paid promotional tools.

  11. Merci! Thankyou for your attention!

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