Packaging Your Organization to Communicate Impact The Way the User Wants to Experience It

I’ve had the pleasure of consulting closely with countless unique clients with diverse missions, yet all face a common challenge. They struggle to position their organizations effectively in a manner which communicates the impact of their organization to various demographic segments. The challenge, common among most non-profits, goes beyond messaging to encompass internal operational silos, departmental or programmatic territorialism, false profiling of market segments due to lack of proper evidence, and an overall challenge in defining each organization’s role in changing the world for the community they serve in an appropriate way – all the while addressing the communications preferences of disparate populations. Does this sound like too many balls to juggle in the air? I argue this is not the case.

More often than not, organizations approach challenges such as user-intuitive information architecture (navigation) on their web site and through other communications channels without taking into account how unlike individuals will navigate and interpret information. An exercise recently conducted with one client’s technology and web review board unexpectedly triggered surprised looks as board members realized for the first time that individuals tasked with the same objective in reviewing, critiquing or navigating a web site will not only interpret and perceive navigation, visuals, interactivity, and messaging differently, but will adamantly argue that their views apply to all. They’re all disagreeing, but they’re all right – their way is “the right way.” One of the first lessons I learned in my career in non-profit fund development and marketing came to me from a mentor and VP at the world’s most popular cola creator. In chairing my organization’s PR and marketing committee, he operated under the mantra, perception is reality.

Perception is, indeed reality. This is an immutable truth. And each individual will perceive differently, regardless of how appropriately we package our organization with targeted messaging, visuals, and interactivity. I would imagine that if you’re reading this blog, you’re a non-profit professional. Furthermore, I would be led to believe that you have a particular interest in driving outcomes – fund development, awareness, program, or countless others. I’m not psychic, I simply determined my audience prior to crafting this message. You may be a membership, conservation, healthcare, higher education, grant making, social service, or another variety of NPO, but we all have one unifying commonality. We all seek to achieve one of the aforementioned outcomes, and we do so by our ability to influence individuals.

In order for us to successfully influence, we must understand our audience. As an example, as I choose words in this blog, I’m cautious about my use of constituent, member, supporter, prospect, client, community member, and other words. In marketing terms, these are all held equal as the consumer. However, my guess is that my use of the term consumer may prevent this information from truly resonating with my various target audiences, whether it be a marketing, development, program, or other executive-level officer.

Put it in perspective – it’s the equivalent of having a conversation with a current or prospective supporter, a VIP who you know everything about, whether it be from experience and relationship or BI. From recreational and philanthropic interests, to where his or her daughter practices ballet, you’re hopefully educated on who the individual is, what he or she likes, and the appropriate means by which they should be solicited. The same is true for audiences online – audiences that have hopefully been defined and segmented to the fullest extent your due diligence and resources will allow or, as is unfortunately often the case, assumed that you know their motivations and interests and structured your packages and appeals (aka information in the form of a pitch) based on false assumptions.

If the latter is the case, the most important lesson any non-profit afflicted by this misdirection can learn is that everyone is different – the best thing we can do is understand and guide our operations by this principle so that we can unite and target information by commonalities among these varying populations of clients, supporters, and prospects. After all, diversifying your target demographic is like diversifying funding – if you can build affinity with a new group, or strengthen relationships with existing groups of supporters, you’re better able to solicit and steward these individuals in the most personal, educated way. Go forth, and question your web site. Does it inspire you to get involved? Are you compelled to give? Do you come away from this interactive experience better educated about how your support (money, time, connections, etc…) impacts your organization’s ability to deliver a meaningful impact to the constituency it serves? This questioning could continue in perpetuity; however, if you said no to any of the above step back. Breathe deeply. Define your existing audience as it relates to your mission. Segment them as appropriate. And finally, craft an interactive experience that boils the blood and inspires – an experience that does so with the same standard of personal touch you would provide your most avid supporters.

Josh Hopkins is internet solutions manager at Blackbaud Interactive where he works with organizations around the globe to deliver executable, constituent-focused marketing strategies that drive fund development and engagement success for clients. Josh has worked and volunteered extensively within and alongside the non-profit sector, serving as chief marketing and fund development officer for the nation’s largest Hispanic social service provider prior to the Blackbaud team.