Question

Topic: Strategy

Audience Definition Within Non-profit Positioning

Posted by Anonymous on 2/21/2010 at 11:05 AM ET 250 Points
I'm on the board of a small non-profit. We are working through our first positioning statement. How do you define your primary audience for the positioning statement? One main audience are the local families we serve. The other main audience are the donors. Both are necessary for our survival.

So, how do you rectify this within defining a primary audience for the organization when both are key to our success?

I'm afraid that if we give in to saying there are two main audience that it will just cause a never-ending discussion on semantics instead of using our limited resources/time on higher value, practical items.
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RESPONSES

  • Posted by CarolBlaha on 2/21/2010 at 11:08 AM Member
    they are all stakeholders. They all have a stake in your success.
  • Posted on 2/21/2010 at 11:26 AM Author
    Thanks.

    I understand they are all stakeholders and influential in decisions. But you can't serve two masters (especially with very limited resources). If we had to prioritize our time/resources...who would be our main target to reach?

    I tend to think the local families dont really shop around between the various missions. But within the mindset of the donors there is a glut of duplicate missions...so we are looking to position ours as unique.
  • Posted on 2/21/2010 at 11:48 AM Author
    Thanks Phil.

    The positioning statement would only be used for internal use. Not an externally facing document.

    We just need an agreement on an impartial document to help us keep focus as we go through renaming and emotional appeals. Making sure everything we communicate aligns and builds off a central message.
  • Posted by thecynicalmarketer on 2/21/2010 at 12:14 PM Accepted
    The answer is simple - your primary audience is those that care about the good that you do for your community.

    Position your organization through the good that you do for the local community and the manner in which you do it. For example, if your provide food and/or shelter for people in a time of need or desperation with little overhead, then that is your core message.

    Part 1: The good that you do.
    As donors, we have endless options as to where we can donate. Most people make donations based on the good that they want to do; battle cancer, help the homeless, save the planet, etc. After you clearly define the good you do, the donors that believe in your cause will follow with their support. I know exactly what the Red Cross, The Sierra Club, and the Midnight Mission do and I support them because I believe in these causes.

    Part 2: The manner in which you do it.
    With the endless barrage of appeals for aid, donors are becoming more selective in supporting organizations that consume the least amount of the donation for themselves. For example, I am a big supporter of the Times/Mirror charities because they take zero in administrative expenses and they screen local organizations to see that the most from every dollar actually goes to helping the most people.

    I applaud your efforts. Keep fighting the good fight - people need you now more than ever.

    Best regards, JohnnyB
  • Posted on 2/21/2010 at 1:18 PM Author
    Exactly. Thanks for the fresh perspective.
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