When it comes to communicating a message to the public, not-for-profits (NFPs) are spoilt for choice in terms of the mediums they can use. However, with an endless stream of media to choose from, such as magazines, newsletters, websites, social media, advertisements and e-newsletters, it can be easy to forget that the message you are disseminating is just as important as the medium.

While choosing the right medium to communicate most effectively with your target audience is important, it will mean little if the message itself is not researched, well-written, interesting and useful.

In the upcoming August 2012 edition of Third Sector magazine, we will explain how to ensure your NFP engages with the public, donors and/or members in an effective and efficient way. Tips include:

Knowing your audience

It’s impossible to make your message relevant if you don’t know your reader. Conduct market research and keep the results in mind as you write, including your target market’s needs, interests, media consumption, use of language and how you can use this information to your advantage.

Tailoring your content

Reading is a journey and in order for your target market to keep reading there has to be an interesting narrative for them to follow. Simply relaying information about your organisation is not sufficient to engage your audience and is unlikely to achieve your organisation’s goal.