November 14, 2017 // 2:30 PM Eastern

If you can’t make it live, a replay will be available for a week after class. 

You know that different groups within your audience have different needs and interests. But with so much to do, who has time for segmentation? Targeted messages? Personalization?  

If you only have time for one version of that next eblast, letter or invitation, how do you choose the message that will have the greatest impact? The one that hits home with the people you most need to “get you.”  

It’s impossible.  

Unless you know your audience.  

Really know your audience. Well enough to choose the group that has the most impact on your future. Well enough to speak to them in a way that inspires them to get more deeply involved. Well enough to get them excited to bring their friends.  

In this session, you will: 

  • Out of all the people you could focus on, who will give you the greatest return for your effort
  • How to search in data you already have to profile your ideal audience
  • How to go beyond simple demographics to create a powerful focusing tool called a persona
  •  Ways to use that persona to understand, write for and create programming efficiently and effectively


About the Instructor: 

Beth Brodovsky helps organizations drive participation. As the president of Iris Creative Group Inc., founded in 1996, Beth is committed to developing the communication strategies, tactics and tools organizations need to get people to take notice — and take action. Beth also hosts the weekly podcast Driving Participation to share ideas on what’s working in marketing and fundraising communications.

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