If you can answer the mission question about what you really do, you have already begun to answer the question about who your customer really is.
It may begin with the question of who uses your products or services, or behind that, who it is that influences the using of your products or services. Who? The answer is not as easy as it sounds. In a publicly supported nonprofit, it is often the donor who helps pay the bills. That may well be different than who the client is. A retired couple may value building character into the lives of young people. So they write a donation check. But it is a boy and girl who benefits from the programs they support. Peter Drucker wrote that “The manufacturers of branded consumer goods always have two customers at the very least: the housewife and the grocer. It does not do much good to have the housewife eager to buy if the grocer does not stock the brand. ….To satisfy only one of these customers without satisfying the other means that there is no performance.”
Who is your customer? Or who are your customers, two or maybe even more?
Go ahead, think deeply, and make your list.
And once you do, are you getting your message out to all of them?
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