Now more than ever, we need to meet audiences where they are
With the sudden closing of institutions and disruption of day-to-day practices we rely on, companies are being forced to transform their businesses overnight. For many, this means shifting communications and resources online.
One thing we can be certain about in this uncertain time is that people are primarily at home in front of a screen. They are not attending fundraising dinners, participating in community events or showing up at the Capitol for a lobby day. These tried-and-true tactics violate the social distancing guidelines governing our new reality, and companies must adapt quickly.
Organizations need to find new ways to meet people where they are — which, for the foreseeable future — is online.
Our firm’s expertise ranges from advocacy to fundraising and marketing for industries in which government and public opinion are consistent factors of success. We deliver results for our clients by putting digital at the heart of everything we do, and we help organizations reach audiences using sophisticated targeting rooted in data science and artificial intelligence.
In times of crisis, it is more important than ever for organizations in health care, education, energy and other life-sustaining industries to reach people with the information they need to make important decisions that impact their daily lives.
While much of the world has ground to a halt as we take critical steps to address the global pandemic, we advise organizations to use this time to prioritize digital outreach and position themselves for success in a socially distanced yet digitally connected future.
While much of the world has ground to a halt, we advise organizations to use this time to prioritize digital outreach and position themselves for success in a socially distanced yet digitally connected future.
Here are things companies can do right now:
- Ask key questions — Gather stakeholders within the business and get aligned. Who does the organization need to communicate with to achieve its goals? How do we segment our audiences? What are the main channels of communications? What digital channels should we consider using in place of in-person communications?
- Set up website goals and tracking — Whether it be a customer data platform like we use at Bravo Group — or simply Google Analytics — enable tracking on your website so you can collect data about how your audiences interact with your website’s content.
- Evaluate tools — Do an audit of the tools your teams use for communications and marketing. Define which tools are being used for which purposes. Eliminate duplicate tools and define gaps. Determine which team members need training, and use this time to develop new skills for digital communications.
- Put yourself in your audience’s shoes — Develop empathy for your audiences so you can refine how to connect with them. What are they feeling? What information might they be seeking? How can you connect the dots for them? Consider sending out a survey to your audience email list to gauge attitudes and opinions.
- Create and share compelling content — Design content that engages audiences at every step of the decision-making journey — whether that is donating to a charity, contacting a lawmaker or joining a community. Consider how to make persuasive appeals as people move through the funnel. Use free design tools such as Canva, or engage creative specialists like our experts to bring your content to life.
- Host virtual alternatives to live events — Brainstorm creative ways to take traditional live events online. Do you rely on in-person lobby days to connect constituents with lawmakers about priority issues? Consider grassroots mobilization tools to replicate this connection online. Does your fundraising year culminate in an annual in-person event? Consider ways to engage donors remotely through videoconferencing or social media communities.
Our most basic human need to connect with people remains unchanged, and organizations that find new ways to forge connections amid this crisis will emerge stronger and well positioned to thrive.
Interested in how we can help your organization during this transition? Contact hello@bravogroup.us to discuss how we can partner with you.
