Questions about audience segmentation lead me to wonder if the ways organizations work are themselves a barrier to entry for the people they’re trying to reach.Read More
A closer look at a survey of museum leaders’ beliefs around audience motivations.Read More
This is a question I find myself asking all the time with clients.
Someone became a member — “And then what?”
Made a donation — “And then what?”
Signed up for the newsletter — “And then what?”
Searched the website — “And then what?”
Drove past the big sign at the intersection announcing the fundraiser — “And then what?”
Read the postcard in the mail — “And then what?”
What happens next?
The answer is usually something like:
We mail them their welcome packet
They get our next newsletter, whenever that is
They find what they’re looking for, hopefully
They materialize, checkbook in hand, at the fundraiser
And then I say, “Let’s slow down — What happens before that? What is the next thing that shows up in front their eyeballs? What is the next thing that they feel?”Read More