1. Know your audience.

Always start with ‘know your audience’. Answering the following questions can help to ensure that you have the information you need in order to identify appropriate audience categorisation and segmentation, which will inform a successful engagement strategy:

  • Who are they (demographic, geographic, socio-economic etc.)?
  • What are their interests and preferences?
  • Where they are – in terms of digital space. (social media, online chat groups etc.)?
  • How do they interact with brands, content etc.?

2. Use the right tools.

Once you’ve analysed your audience, you can start to assess whether you are using the right communication tools. These could include website, social media, communities/online groups, mobile apps and print. If you want to reach your audience and maintain engagement you need to connect with them where they are and in a way that will resonate with them, build relationship and hopefully elicit the response you need.

3. Invest in your data.

A Customer Relationship Management (CRM) system is the ideal place to efficiently and effectively collect, maintain and curate data as a single source of truth on your audiences. This valuable data will enable more meaningful interactions and facilitate the recording of behaviour to further your understanding and refine your engagement strategy. Where you have a CRM at your disposal, integrating this with your digital communication tools provides the data to deliver a much more personalised user experience for those who are known to you.

4. Encourage sharing.

Once you have your audience’s interests and preferences recorded in your CRM you can identify trends and ensure the creation and promotion of appropriate content to relevant audiences. When creating your content strategy remember it needs to be relevant, valuable and delivered through the appropriate channels at consumable regularity. Ensuring that your content is not only accessible but easy for your audience to share enables them to identify, take ownership and promote it beyond your connections, growing your organisations reach. Shares from known connections on social media are more widely trusted and can gain more momentum and success in the running of campaigns. Key audience segments are more likely to identify with and share content that reflects the way that they connect with you, for example, celebrating campaign and fundraising successes or championing specific needs and activities.

5. Communicate with clarity.

Your communications don’t have to be complicated, but each piece needs a clear purpose to add value. We recommend communications should;

  • Communicate as clearly, informatively and succinctly as possible.
  • Ensure actions required are clear and processes easy for things like; ‘donate now’, ‘join now’, ‘volunteer now’. Once a user has engaged with an action their path to completion should be as simple as possible to yield the most positive result.
  • Tailor where you can. You may be distributing essentially the same campaign, but with a few audience segment specific customisations you can focus the message on what it important to them and achieve better results.

For example, the main body of your email could be the same, but with a subject line tailored for each audience type (based on their drivers) such as reporting on what your charity has achieved, tailored subject lines could include:

Donors: ‘Thank you - your support has made an incredible difference to over 15,000 people’
Users: ‘Read about the impact of our work and how we’re here for you’

Our final suggestion for your consideration is, surround yourself with people who will fuel your vision and empower greater success. We love to work with organisations in the development of strategy and delivery of digital solutions that bring strategy to life. We work alongside organisations to help to identify the challenges and transform them into opportunities! We’d love to hear from you.