- Sun, January 09 2011
- Filed under: Marketing essentials
Some of the words we use most in nonprofit marketing and fundraising don’t reflect how we should be doing business. Here are three. Which terms would you add?
1. Audience: Audience is a word that implies we’re talking and everyone else is listening. But no one in the year 2011 behaves as an audience member, passively taking in our messages. In fact, our “audience” expects US to listen to THEM. I think better words are “partners” and “community.”
3. Message strategy: As someone who has used this term hundreds of times, I am realizing “message strategy” reeks of a broadcast mentality. I am going to start saying “engagement strategy” instead. It’s how we should be looking at the world.