The GuideStar Blog retired September 9, 2019. We invite you to visit its replacement, the Candid Blog. You’re also welcome to browse or search the GuideStar Blog archives. Onward!

GuideStar Blog

The Power of Targeting


In a recent blog post, we talked about the power of personalization and discussed tips and tricks to sending meaningful messages. Now we are going to roll up our sleeves and get down to the nitty-gritty of targeting. How do we find the audience that wants to read our emails or blogs? And what makes an email perfect for them?

When we target an audience, we are starting with particular criteria. In social targeting, this could be finding an audience for an email campaign based on networks people already belong to, or their activities online, or their influence. Once the information is gathered, targeting uses that data to discover services or products that would appeal to that person. We can do this via online activities which would build off of previous email preferences, previous donations or action, and websites visited in the past. But targeting expands past an individual and takes advantage of the idea that birds of a feather flock together.

The reasoning here is that people seek out others with similar thoughts and preferences. So if you can pinpoint an influencer and turn them into an advocate of your brand, then there is a good chance that their followers will be interested in your brand and potentially become followers. For example, if we see a consumer who has spent a sizeable amount of time on social media tech sites – then we could reach out to them. And then we could share our content with other people in that particular consumer’s network. So, targeting relies primarily on two ideas:

1. Sharing with someone that is interested in what you have to say is a much better venture than to share with someone who has no affiliation with your service or produce at all.

2. If you can find an audience that has personally claimed an interest in what you have to share, odds are that there’s a higher chance that they’ll react or even converse about it.

Visual is best and the rise of mobile devices

In 2011, videos were being watched almost 43% more than they were in 2010 and that number continues to increase in 2013. And now people are watching videos on mobile devices, now population almost 8% of internet traffic.

Attentively

The preceding is a cross-post of an article by the folk at Attentive.ly. Attentive.ly provides non-profit organizations valuable insights about what supporters and donors are saying and sharing on social media. See what topics and hashtags are trending, who is influential, and what language resonates with your audience. Find passionate supporters to engage around your cause and raise more money through better targeting. Integrates with Convio, Salsa, BSD Tools, ActionKit, and more. You can find the original blog post here.

Topics: Communications