Some of the most important audiences for a Boys & Girls Club are:
- donors;
- volunteers;
- board members;
- staff;
- Club members;
- parents;
- business leaders;
- government leaders;
- community service groups (Kiwanis, Junior League, Rotary);
- religious institutions;
- educational institutions;
- other nonprofits (youth service organizations, orchestras, libraries, etc.);
- media; and
- alumni.
Choose a target audience (or audiences) to focus the energy of the marketing campaign on. Defining the characteristics of your target audience will help identify the proper tactics and communication channels to use.
Once you have defined your target audience, it is time to craft your key messages.
Using one target audience, list the characteristics of the selected people (age, income, previous level of giving, giving priorities, etc.). Then determine the benefits that the Club can offer them. What do these people stand to gain in return for supporting your Club?
For example:
| Businesspeople |
Government leaders |
Citizens, Parents and Educators |
Kids |
| The Club helps young people become well-adjusted, productive young adults ready to enter the workforce as motivated employees. |
Clubs help young people become responsible, productive and law-abiding citizens. |
Clubs allow young people to be engaged in positive and supervised after-school activities rather than loitering or getting into trouble. |
The Club is a consistently safe place – where kids belong and feel safe, and where people care. |
| The Club offers an enhanced community image as a favorable place that allows for businesses to grow. |
They offer effective delinquency prevention that keeps kids out of the juvenile justice system and saves tax dollars. |
Clubs help students prepare for school through homework assistance and encouragement from adult mentors. |
It is also a place to have fun, develop life skills, make friends, learn, relax and be yourself. |