The art of the invite
Birthday parties are a big social event when you are ten. You have to figure out who to talk to and how to get the party you have been dreaming about. You group your invitees into categories: friends, parents, other relatives–and then you figure out how best to invite them. Grandma doesn’t like email or texting because she thinks its impersonal, so you’ll invite her by phone. Your parents should be invited face-to-face so they understand the kind of party you and they want. And you’ll invite your friends via text or social media, because that’s how they like to communicate.
When you’re a kid, you know to talk to your parents in a certain way to get what you want; and to get that same thing from your grandparents requires a different tone and perhaps different wording. Creating messages that work for your cause is no different, but first you have to identify who these audiences are, what they like and dislike and what appeals to them.
Who are your priorities for those you want to reach?
Just like organizing a party, identifying the key audiences for your cause and how to communicate with them effectively requires some thought about who they are, what they like and how they prefer to connect. By summarizing this information into personas for each audience you can create messages specific to who they are and what they care about.