In marketing for nonprofits, the Messaging process consists of four key areas: Defining Your Target Audience, Selecting a Category, Creating Differentiation, and Constructing Reasons to Believe. The second phase, Selecting a Category, may seem like a simple task, but, according to ESC consultants Marjorie Bauer and Debra Yanofsky, there is a great deal of deliberation […]
ESC Blog: Constructing Reasons to Believ
