Be Relevant

Sirkin, chief marketing officer for the International Rescue Committee, talked about some of the things his organization is doing to create relevant and compelling messages that will result in new donors.

“We’re doing an online study that will result in some new ‘personas’ that will help us target our messaging. We’re opening up dialogues with existing donors to find out why they became donors in the first place and we’re listening intently to the marketplace by constantly asking ourselves if our messages are relevant and compelling. I don’t think we’re there yet, but we’re closing the gap and trying hard to be relevant with messaging that at least gives us a shot of ‘breaking-through’ the clutter.”