Establishing Goals

It is important that you decide what you want to accomplish through your outreach to diverse communities. If you have not had much interaction to date with the communities you wish to target, it will take time to figure out the right balance of activities with which to foster trust and build relationships. It may take several years of consistent, frequent, and visible outreach to achieve the results you seek. (See Bibliography: New Ventures in Philanthropy)

Thus, it is important to set both long-term and short-term goals for your marketing and community relations activities.

For example, a long-term goal might be "creating a strong donor base in the Asian community."  While this is a valid goal and may be achievable, your organization may become discouraged as it invests time and effort into activities that can only achieve results over a period of years. A related short-term goal might be, "establish relationships with key leaders in the Asian community who will support the organization and help with outreach." These relationships, which you may be able to develop in a shorter period of time, can then help you build toward a more comprehensive connection with the broader community in years to come.

Once you have identified your organization's goals, you will target specific audiences to help you achieve those goals.


Overview: Marketing and Community Relations

Benefits of Marketing to Diverse Communities

Researching, Identifying, and Understanding Audiences

Developing Strategies

Defining Objectives

Evaluating Success and Soliciting Feedback