How to Read the Room and Know Your Audience

“Marry your mission, date your model.” This is a mantra of many successful non-profits, and pregnancy center ministry is no exception. When it comes to your marketing strategies, implementing this idea is critical so you can reach and engage with your target audiences.

Who are the audiences you should be tailoring your messaging and marketing toward? Let's get into it!

Understanding the distinction between client, community, and donor marketing is essential for effectively communicating your messaging and fulfilling your mission and vision.

Client Marketing is Focused and Direct

Client marketing zeroes in on women seeking our no-cost, comprehensive pregnancy services, particularly those considering abortion. This approach demands precision and empathy as we connect with these women, their partners, and their families, navigating the complexity of their pregnancy options and offering them the vital support and resources they are searching for. Abortion-minded women are often asking or thinking these questions:

• Can you help me?

• Are you trustworthy and understanding, void of judgment?

• Are the services and environment safe, clinical, and professional?

• Do you have an unbiased agenda?

• Are you professionals who value me as a person?

• Will your space provide a sense of recognition, validation, and importance?

The secret sauce is to create value-added content focused on information relevant to her life, answer the questions she is asking, and showcase your medical and non-medical services that could positively impact her overall well-being. This content is tailored exclusively for her, excluding other audiences like donors, community, church liaisons, political activists, etc. Simply put, it’s not for you; keep scrolling, boomer!

Donor Marketing: Building Support and Sustainability

Donor marketing is vital to fulfilling our mission–focusing on cultivating lasting support and sustainability for your organization by engaging and inspiring potential donors and supporters. You achieve this by crafting compelling narratives that vividly depict the profound impact of our work, sharing heartwarming success stories of transformed lives, and shedding light on the ongoing needs and opportunities for philanthropic contributions, and providing up-to-date information regarding the issues impacting your organization and the collective pro-life movement.

Your approach involves nurturing meaningful relationships with donors, volunteers, and supporters, acknowledging their invaluable role in enabling you to deliver high-quality care and services to those in need. Through transparent communication and genuine appreciation, you build trust and foster a sense of shared purpose and community, ensuring that we can continue making a positive difference in the lives of individuals and families in our community.

Community Marketing Broadens Your Impact and Strengthens Connection

Do not confuse community marketing with donor or client marketing. This is a common mistake among pregnancy centers, but it is easily remedied. Your community messaging is not pro-life, faith-based messaging because not everyone you network with will be like-minded. However, community marketing can build bridges among people and organizations with various philosophies and is a great way to grow referrals. Your community message is simple: 

We provide free services and resources to women and families in our community. Everyone is welcome. We’re just here to serve and help in any way we can. 

Focus on what everyone loves about what you do, despite their pro-life or pro-choice views. Our team has found over the years that even very pro-choice individuals can get behind the work of a pregnancy center because you offer a safe, pressure-free environment and help women no matter what they are facing. While you don’t refer for abortion services, if that’s what she decides, you invite her to come back. You offer a safe space so she can process and talk about her experience. Every woman deserves that. This kind of narrative builds bridges on your common ground: we’re for women, healing, hope, and healthy relationships. By focusing on what you’re for, not what you’re against, you’ll be surprised at the kind of doors that open for you to present on college campuses, speak at women’s events, create advocates, and gain more referrals. 

Likewise, community marketing aims to expand your reach and visibility within the broader community, allowing you to impact lives on a larger scale. While you should never forget that your community marketing and brand awareness can reach women considering abortion or actively in need of your other services, the focus should be on your holistic approach to who you are and what you provide. Your goal is to be the first thought in the minds of individuals when they or someone they know is seeking no-cost pregnancy-related services. This will position you as trusted experts, widening our influence and positively impacting lives within our community, one person at a time.

Strategically, community marketing involves cultivating partnerships with local organizations, schools, churches, medical professionals, community programs, and leaders. Through these collaborations, you raise awareness about your services and create opportunities for meaningful partnerships that contribute to a brighter future for your community. Of course, when you meet individuals, church leaders, and those who align with your beliefs, you can switch gears and cultivate them as a donor or pro-life supporter. However, your broad brand awareness advertising should focus on your amazing free services. 

We can add significant value to your community marketing audience by showcasing the impact of our no-cost medical services, individual and group educational classes, workshops, counseling, and active participation in community events. Leveraging social media platforms to share impactful stories and relevant content amplifies our voice and demonstrates our invaluable resources to individuals and families within the community. This ensures you will be their go-to choice for support and guidance during these critical times.

Note: Campus outreach is a combination of client or community marketing strategies. Contact us to learn more about our FREE campus outreach guides and resources.

Reaching Your Audience

You will more likely accomplish your mission by carrying out these action items. Implementing tailored strategies for each audience maximizes our outreach efforts, resonates with women facing unexpected pregnancies, and contributes positively to the women, men, and their families you serve day in and day out within your community. 

If you’re wearing too many hats and need assistance with client, donor, or community marketing, please reach out today. Our team has all worked within the walls of a local pregnancy center and we have developed some incredible tools to help you succeed.