Finding and Reaching Your Audience in a Digital Age

If you don’t know your audience, it’s difficult to build an effective peer-to-peer fundraising campaign, says Jim Hennessey, director of consumer marketing for Event 360.

Hennessey, who recently led a session on connecting with audiences at the Peer-to-Peer Professional Forum’s annual conference, writes on the Event 360 blog that there are four keys to building an audience-focused digital strategy for P2P campaigns.

The first, quite simply, is identifying who you are trying to reach.

“Create 3-4 participant profiles based on the types of people you already attract to your event/organization and 1-2 profiles of those you want to target,” Hennessey writes. “A participant profile contains the person’s background, career, values, goals, relation to the cause, and other ‘life’ details that influence their decisions.”

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