I truly believe great comms comes down to one very important idea: getting to know your audience. Just like so many of our members, we know getting this right is essential to fulfilling our mission. Over the last year, we’ve been on a journey to get to know you better. Not just considering where you work and what your job titles are, but really understand you.
A few of you may have had a long call with one of our researchers, several of you have completed a survey about our services or you might even have spotted one of the many tweets about our recent away day to develop segments.
Pen portraits taking shape – no stereotypes please! pic.twitter.com/L8IcY42emw
— Adeela Warley (she/her) (@adeelawarley) July 20, 2017
We’re diving into the data we’ve been gathering over the last year to better understand what motivates, inspires and challenges you. By developing segments, we’re hoping to tailor our content, communications and approach in a way that helps you navigate membership with us.
You’re a fascinating bunch and roughly fall into four distinct groups:
Tentatives and enthusiasts
You lot are quite new to CharityComms, and are super keen but may not be sure how to make the most of membership. You guys really love us or just need a bit more info and time to get to know us. You may not have been a member at your current organisation for that long – usually just a year.
You want: more info about how best to get involved with us
We’re going to: develop resources to help you support your membership journey
This group has been around for a couple of years and is starting to look for new things – perhaps an innovation or different topics.
You want: a little more love and time
We’re going to: reinvigorate our offer to you
Around for the longest time in your current organisations (over six years), this group is very confident of the benefits of membership. You want more opportunities to put yourself and your team forward.
You want: opportunities to shine
We’re going to: identify ways to get you more involved
You’re the ones playing the crucial role of encouraging your teams to take advantage of membership. We know you’re keen to develop the skills in your team and personally, you’re working at a strategic level and you’re interested in exploring more opportunities with us, particularly digital.
You want: to ensure you’re getting value for money
We’re going to: evaluate our offer to you to ensure it’s robust
We’ve also noticed an emerging trend of younger, very keen and very knowledge digital natives, who are demanding a different kind of experience. Next year, when we’ve got a bit more budget, we’ll be exploring the best ways to enhance our offer to this group.
It’s more than making sure we deliver outstanding events, publish killer content or develop products that solve your problems. It’s about making sure we’re always providing you with what you want and need from us.
If you’ve got thoughts on what you’d like to see from CharityComms, feel free to get in touch: email@example.com
In order to bring these concepts to life and bake them into our DNA, we’re going to develop touchpoints by reaching out to members of the community who embody these segments. We’ll then work closely with you to really understand your experiences, challenges, hopes and frustrations so we can continue to deliver amazing content. Watch this space for more updates.