Getting to Aha!

However, the number of organizations whose messages do connect represents a 12 percent improvement since the last Nonprofit Messages Survey in 2009. This jump in message relevance suggests that making aha! messages a priority is making its way onto nonprofit agendas.

Aha! actions

• Relevance rules, but there's no way to be relevant to everyone. Forget trying to reach the general public — you waste time and money and fail to engage those you really want to engage.
• Narrow your target audiences down to a maximum of three groups, composed of individuals who can do the most to help you meet your fundraising goals and are most likely to do so.

Challenge: What did you say?