Interested in learning more about fundraising planning? This video is the third in a seven-video series about this topic. If you'd like to access the free companion workbook, visit this page to request it.

Commercials can be so entertaining – and so perplexing too when they just don’t seem to make any sense. You may not realize it, but those commercials impact the way we need to talk about our organizations.

Commercial advertisers have learned that when they talk to specific segments of the population, they’re able to increase their results. But as a result of this, we have gotten much more used to being communicated with in what feels like a personal way. So when nonprofits share a general message, it no longer resonates as well as it once did. We also need to start communicating more with those specific groups of people who are most likely to support us.

Okay – enough in writing – here's a video that talks more about segmentation, why it’s important and how to do it: