Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 18

When I teach nonprofit marketing workshops, I often make participants chant this with me in unison, so they remember it: “There is no such thing as the general public! There is no such thing as the general public!”

The general public includes everyone, from newborns to elders, from rich to poor, from incarcerated to the jet set. No matter how much you try, you will not reach everyone. In fact, if that's what you try to do, odds are good that you will reach no one. Instead, you need to focus on specific groups of people and work toward communicating with them in ways that connect with their particular needs and values.

When nonprofit marketing programs fail, organizations too frequently blame the tactics. “We tried an email newsletter, but no one read it.” “We sent out a direct mail fundraising letter, but it didn't raise much money.” Closer examination of those tactics often reveals that the message was too generic and therefore spoke to no one in particular.

All communications should be created with particular groups of people in mind. That's the only way to create content that people will find relevant.