Pregnancy centers have 2 unique target audiences. The two groups
include abortion minded women and prolife donors. One group needs help
and the other wants to help.
The message, call to action and goal for each audience is unique.
The
message for the abortion minded teen is that the center provides free,
safe and confidential services, such as free pregnancy test. The call to
action for the abortion minded teen is to make an appointment and talk
with a counselor. The goal of getting abortion minded women to make an
appointment can be measured by the number of appointments. This can be
measured each month by counting the intake forms and creating an ongoing
report.
The message to the donor includes a description of the
success stories and the organization's current needs. The call to action
is to ask and encourage a person interested in helping to take action
in several ways, such as donate, volunteer, pray, go to events, share on
Facebook and write positive reviews. The goal of this marketing is to
bring in the financial support and volunteers that is needed to meet the
needs and growth of the client services. The donor marketing goals can
best be measured by the number of dollars given each month. The amount
given this month can be compared to the previous month or more
importantly to the same month last year to see the progress that has
been made.
Some organizations have 1 name and some have evolved to
have 2 names for their marketing. So the question of, "How do I keep
clients from seeing the donor marketing that would not promote the
appropriate action by the client?" can be very challenging if you have 2
unique messages for 2 unique target audiences if you only have 1 name.
Many
pregnancy centers have a name that is attractive to donors and contains
a landmine to abortion vulnerable women. Many pregnancy centers have
the name 'pregnancy' in their name, such as Options Pregnancy Center. A
name that has the word pregnancy in it will work well for donors but
will not work well for a savvy, intelligent abortion minded woman. If a
woman is searching for an abortion, (ie. She does not want to be
pregnant.) then why would she go to a place that promotes itself as a
place to get help to be pregnant. Something pregnancy center sounds like
a place for someone to go to get help if they are pregnant. While this
may work for a woman who is in a crisis pregnancy and wants to keep her
baby but just needs help. This will not attract an intelligent woman
that shopping for an abortion (ie. to not be pregnant). Remember the
target audience is shopping for an abortion and not to be pregnant.
When
Shakespeare wrote, "To be or not to be, that is the question.". These 2
options are the complete opposite of each other. If someone is
searching for an abortion, then that means they do not want to be
pregnant. Someone in a crisis has decided to be pregnant but may need
emotional, financial, material help.
So what is the solution, well
surprisingly there are several solutions because various boards have
different reactions. The best solution is to have all client marketing,
including the name, be attractive to your target audience. Your
marketing should not repel your target audience and it should attract
your target audience. The current name may work well for donors, so many
organizations choose to keep the current name for donor marketing and
then they get a new name for client marketing. This is a good option
because your donors may be with you for decades and you don't need to
change the name you use to communicate with supporters.
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