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Target audience: Focus your communications efforts

      By Tom Peterson  Who is your target audience? Each student in my class—marketing for nonprofits and social change at the Clinton School of Public Service—creates a marketing plan for a real organization. They work on it all semester. As the weeks progress we go over their work, and almost every year, no […]

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80/20 Rule, use the Law of the Vital Few for greater impact

      You’ve already know about the 80/20 rule so this is a reminder—because four-out-of-five times it will help you focus on what’s important. In 1906 economist Vilfredo Pareto was studying land ownership in Italy and found that 20 percent of the people owned 80 percent of the land. The remaining 80 percent of […]

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Aspiration Marketing

        By Tom Peterson  From his Los Angeles podcasting garage Marc Maron recently interviewed President Barack Obama. “When I ran in 2008 there were those posters out there: ‘Hope’ and ‘Change,’” Obama said. “Those are capturing aspirations about where we should be going—a society that’s more just, a society that’s more equal, […]

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