I’m fascinated by the Russian spy ring’s attempt to extract U.S. secrets. They counted on their ability to burrow deep into typical American life to develop their understanding of the U.S. government’s goals and strategies.
One of their primary strategies in doing so— knowing their “audience,” the neighbors and other folks who had to believe they were just “regular folks”— is the key to advancing your nonprofit’s marketing impact. In your case, it’s an absolute must for strengthening the relationships with your current and prospective donors, advocates, volunteers and more that are the foundation of effective nonprofit marketing.
To understand your audiences well, in order to find the intersection of their wants and needs and those of your organization. That intersection is where connection happens, followed by engagement.
“A neighbor of the Murphy family described them as “suburbia personified”. Richard Murphy mowed the lawn; Cynthia Murphy came home from work…with daffodils and French bread in her hands.
“Relatives, friends, classmates, neighbors and co-workers of the three couples expressed shock at the arrests, and they searched their memories for signs that something was amiss, but mostly came up blank,” according to a story in today’s New York Times.
Clearly, the spies and their colleagues back at Russia’s Foreign Intelligence Service had thoroughly studied these communities for the spies to embed themselves so successfully there.
© 2002 - 2010 Nancy E. Schwartz. All rights reserved.
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company, Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services. Subscribe to her free Getting Attention e-update and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves.
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