Who is Your Audience? | npENGAGE

Who is Your Audience?

By on Aug 2, 2010 | NONPROFIT-FUNDRAISING

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Too many conversations and meetings center around what’s the right technology to use. What often gets skipped are the actual people you’re using technology to engage. The key is to use an audience centric strategy to be successful.

The ABCs of Audience Centric Strategy:
– Who is the Audience?
– What is the desired Behavior?
– Where is the Conversion?

Start with who the audience is — and it’s never everyone. Focus on what behaviors they have today or what you want them to do in the future. Then identify all the points where conversion can take place and leverage the right people, processes, and technology to make it happen.

Repeat as necessary. Some assembly required. Consult your common sense before starting.

ABOUT THE AUTHOR

Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Network (NTEN), Institute of Fundraising National Convention, Civil Society Conference, Resource Alliance’s Fundraising Online, and a keynote speaker at such events as the Crescendo Practical Planned Giving Conference.

Steve serves on the Nonprofit Technology Network (NTEN) Board of Directors and supports its focus on both the growth and professionalism of the nonprofit technology field as well as building knowledge and information sharing capacity throughout the sector.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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