Messaging is critical in any marketing campaign. The wrong message to the wrong audience and all you your effort is a miss. No organization has only one audience. Even if your organization has the most homogeneous target audience, say retired male teachers, it might be at different levels of engagement with the organization: some have never heard of it; some have just been exposed to your services; others are members; and you might even have a volunteer force that helps you fulfill your mission. Since budgets are always tight, the temptation is to create materials (brochures, mailers, email blasts, visuals) that communicate to the entire target audience. Unfortunately that seldom works. What to do then? Identify your stakeholders. Every marketing campaign my company puts together involves a strategic session where we identify the target audience(s) and their level of engagement or commitment. Know who they are, their motivations, and the…