Understanding Audiences to Fulfill Organizational Mission

1. Understanding Audiences to Fulfill Organizational Mission The United Planning Organization Dr. Dionne C. Clemons

2. Today We Will Learn… • How to grow your audience • How to engage your publics • How to empower your publics • How to determine the usefulness of your relationships

3. What most nonprofits want • Increased visibility about its programs and services • Volunteers • Funding • Partners

4. But How Do You Reach All These People?!!!

5. How to Grow Your Audience Research researchresearch!

6. Who Are We Targeting? • Stakeholder – has a specific relationship with your organization • Public – groups of people joined by a common issue - they evolve on their own • Audience – are receivers of your message – they are passive recipients of info • Market – markets are chosen • External Publics exist outside an organization • Internal Publics share the institutional identity • Targeted or Priority Publics is a public singled out for attention

7. Audience Not synonymous with “public” Passive recipients of something: message, performance, information

8. Publics are Active Audiences • Each person is a member of many definable, describable publics • Share common interests • Have shared consequences • Face a similar problem • Recognize the problem exists • Organizes to do something about the problem

9. Segmenting Publics • Know publics’ demographics • Describe publics by nomination • Understand publics’ psychographics • Consider publics’ Values, Attitudes, Lifestyles (VALS) • Cross-reference data on publics • Prioritize publics & plan

10. Describing Publics • Demographically: statistical characteristics • Age • Gender • Education • Marital Status • Nomination: giving your public a name • DINKS • Buppies • Millennials • Hipster

11. Psychographics & VALs Psychographics Values, Attitude, Lifestyle Democrat Baptist Health Conscious Environmentalist Liberal • Beliefs • Values • Lifestyle • Awareness • Attitude

12. Find Your Organization’s Publics

13. Engage Your publics • Social engagement should drive content creation • Create conversational opportunities • Encourage internal social networking • Encourage message advocacy

14. A Bit of Theory

15. Case In Point - BCA What Would You Build? Engage Customers By: Sharing visuals via Instagram Asking publics to be creative Encouraging staff to share their finished product Educating publics on career opportunities Encouraging graduates to share their experiences

16. Know what engages News Values Evidence Facts Statistics Examples Emotions Personalizing Appealing to You (WIIFM) Stories • Timeliness • Prominence • Proximity • Significance • Unusualness • Human Interest • Conflict • Newness

17. Know What You Want • What do you want your publics to DO when you communicate to them – when they hear your message? • How do expect them to do what you want? • What information do they need? • What makes your message stand out from ALL the others? • What self-interests will aid in your creating messages that will motivate?

18. Empower Your publics • Thought leadership is effective for influencing customers and for empowering employees; • Drive the conversation around your brand by adding value; • Create useful, shareable content; • Learn to aggregate, syndicate, and curate

19. Ensuring the Usefulness of the Engagement • Measure for reception, awareness, comprehension and retention of your messages; • Create content that has “stickiness” and is top of mind; • Set out to change attitudes, opinions and behaviors; • Within every creative asset, craft messages that you want your audience to remember and react to; • Craft messages that are on track with what you are trying to accomplish; and • Remember - you have a point to make - whether to educate, discuss, promote or advocate.

20. Now What?! • Segment and name your audiences – turn them into publics. • Find publics that are useful to you. • Assess your content. • Develop a content marketing strategy. • Build ways to empower your publics.