How You Can Target Your Communications
How does real communication happen?
It does not happen as one-way flow of information.
By definition, true communication is two-way. But two-way means more than mere feedback: It means you engage with the person on the other end. It means you build relationships over time.
In this time of tumultuous change for the healthcare industry, the need for programs and tools that truly engage key constituencies and target market segments has never been more urgent. Engagement is vital to changing a culture, or sustaining a mission.
Healthcare fundraising professionals know this all too well. The revenue they raise largely depends on engaging people and building relationships.
A Tool for the Age
Fortunately, there is a tool that is perfectly fit for engaging the audiences foundations need to engage. It is the mobile app.
Performance Advantage’s Engage3, the third generation of its Engage app, gives a foundation the ability for almost infinite segmentation into targeted audiences. It does that by allowing the user to select multiple criteria that together target the audience.
A foundation can, for example, communicate separately with:
- The board(s)
- All foundation staff members, or subsets of the staff
- Current donors as part of stewardship
- Campaign volunteers
- Staff or volunteers by regions in a large system
- Physicians as part of a grateful patient program
- And many more
It can also communicate with all its audiences simultaneously.
As a healthcare fundraiser, you can use Engage3 for a variety of purposes. Examples:
- Fundraising education and training
- Disseminating your case for giving
- Reporting to donors on the good works they are supporting
- Communicating with prospects according to their potential levels of giving
- Engaging with volunteers in the field during a campaign
Reach Them Where They Are
An app is a convenient way for a hospital foundation to connect with its various audiences and “keep the conversation going.” It’s convenient for the audiences, too, because they can communicate with the foundation in the same way they’re probably already communicating with friends and family and work colleagues – by a phone or a tablet. Indeed, people are downloading apps at a torrid pace and depending on them for daily communication.
An app can carry video, audio, narrative text, surveys and polls – the range is wide.
A compelling argument for using an app in a strategic communications program is the technology’s capabilities for two-way exchanges. In addition to disseminating videos, news and feature stories, editorials and other content, healthcare organizations can use the app to engage in dialogues or to simply ask for comments on the content provided. Short polls are excellent engagement devices, and the organization can set up programs to monitor opinions, attitudes and usage on a real-time basis.