Defining your target audience

Defining who you are going to target is the foundation of a successful campaign. It will help you plan your communications strategy, milestones, and reach your goal without saturating your your entire donor community.

Start by segregating your current audiences. This can go beyond your general supporters. Get creative and think about ways to engage folks who have joined events or been involved, but maybe haven’t yet contributed financially

• Current donors (one-time donors and big supporters)
• Friends and family
• Friends of the organization
• Volunteers

Then think about a few new target audiences who you might want to reach:

• Press
• Influencers in the community
• Like-minded organizations
• Your current donors’ networks
• Partners

Once you define who these audiences are, you can start to build specific tactics to reach these audiences during each phase of your campaign. n.