Audiences

Strong organizations think deeply about their most important audiences as they clarify their brand. Target audiences are the people the National Federation of the Blind must engage to accomplish its goals. Your organization does not have the resources to reach every conceivable supporter of its work. Therefore, it is critical to take a disciplined approach to identifying the key demographic and especially the psychographic characteristics of the individuals whose partnership and support are essential for you to fulfill your mission.

The following audiences are written to focus on values and aspirations and described with neutral characteristics to avoid bias.

Committed Carmen

Engaged Member/Staff

Background: Ten years ago, Carmen went to their first National Federation of the Blind National Convention at the suggestion of a college professor. Though Carmen had many friends and a great support system, they often felt alone as they did not have any blind role models or leaders in their life. At the convention, Carmen felt an intense sense of belonging in a way they did not think possible. Being able to engage and bond with other blind people living their lives in extraordinary ways changed how Carmen thought about themselves and what was possible for their own life. Carmen fondly thinks back to the moment when they realized they could create a positive impact with the National Federation of the Blind. Since that first convention, Carmen has served the National Federation of the Blind at both the local and national levels.

Carmen and NFB: Carmen has a deep understanding and appreciation for the National Federation of the Blind. While they are aware that other blindness organizations exist, they know those organizations do not have the same level of power, expertise, and community as the National Federation of the Blind. Carmen is grateful for the mentorship and support they have found at the National Federation of the Blind, and they want to take what they’ve gained and pay it forward to more blind people.

The National Federation of the Blind needs Carmen’s continued support and engagement at all levels of the organization. Furthermore, the National Federation of the Blind needs Carmen to share their philosophy with the blind community and embrace its mission.

Indifferent Indy

Not Engaged Member/Staff

Background: Indy has a busy home life, juggling a part-time job, a spouse, and three young children. Indy is the only blind person in their immediate family, but they have a blind cousin who is an active ACB member. Their cousin often refers to the NFB as “that militant cultish group of blind people” and has dissuaded other blind people from engaging with them in the past. As for Indy, they don’t see a vast difference between blindness organizations. They have attended a local chapter meeting or two and actively listen to NFB-NEWSLINE®. Indy is conflicted about the NFB; they felt alienated at the meetings they attended (no one welcomed them or engaged them in conversation or explained what was going on), but they did appreciate the free resources they got. Indy is concerned the NFB won’t accept them for who they are, but they are interested in the NFB community’s collective knowledge. Indy understands the value of the community and expertise but isn’t ready to commit yet.

Indy and NFB: Indy knows the NFB does “a lot of stuff” and has a lot of programs, but what’s in it for Indy? Indy needs a clearer understanding of who the National Federation of the Blind is and how the organization can enrich their life. It is also important for Indy to understand the distinct differences between the NFB and other blindness organizations. Indy doesn’t have a lot of free time, but they would like a strong community of blind people who support them and meet them where they are.

A clarified brand will help Indy understand that while the National Federation of the Blind does have high expectations, they will meet them where they are. A strong brand will make it clear that Indy can rely on NFB for its expertise and authenticity, rather than just for free things and resources, despite its reputation. The National Federation of the Blind is also a community and network for Blind people. It will also fire Indy up and inspire them to be more engaged and active in the community.

Accomplished Ash

Policy Maker

Background: Representative Ash grew up hearing about the rampant corruption in politics and knew they needed to be part of the change. In their early years, they were quick to defend their constituents fervently and were very passionate about preserving civil and disability rights. As the years went by, they came to understand the complex intricacies of politics and getting legislation passed. Representative Ash is still a fighter and wants the best for their constituents but requires more time, detail, and thought, before throwing their hat in the ring. They are fond of the National Federation of the Blind because of their no-nonsense attitude and expertise in blind legislation. Some may call them militant, but Ash sees strength and assertiveness. However, Ash also represents a large group of people and must allocate their time and resources accordingly. The more legislation passed that affects the majority of their constituents keeps Ash in power.

Ash and NFB: Ash enjoys working with the National Federation of the Blind because they can rely on the organization for their expertise and their opinions. It’s a breath of fresh air to talk to actual constituents, sharing their real-life experiences. Ash knows the power of the NFB—they have a strong brand and are reliable. Ash doesn’t want to alienate the NFB, but they also have other constituents to worry about and represent. Ash would love for the NFB to keep the balance between assertiveness and respect. Ash wants to keep passing legislation.

The National Federation of the Blind wants Ash to keep respecting them and looking to them for expertise. The National Federation of the Blind needs Ash to keep thinking of them in a positive light and push legislation that positively affects blind people. The National Federation of the Blind also needs to continue to be collaborative when working with policymakers.

The Innovators

Corporate Partner

Background: The Innovators are creating the latest and greatest mobile technology. They have been working on a prototype for years and are heavily invested in making it successful. The Innovators heard about the National Federation of the Blind’s relationship with a few other technology companies and decided to approach them for their expertise. They heard conflicting accounts about the NFB and were slightly hesitant to collaborate, but the Innovators want to make sure their technology is accessible to everyone and lack the resources to do it on their own. They gained a lot of insight from the NFB and valued their perspective and hope to continue to rely on them in the future.

The Innovators and NFB: The Innovators want to keep collaborating with the National Federation of the Blind. They know that without the NFB and the voice of blind people, their success would not be possible. They enjoy the intentionality of the NFB and are always delighted with the robust feedback they get from the community. They were surprised to hear that the NFB was more reactive to technology than proactive and would have loved more standardized best practices. The Innovators want to keep a positive relationship with the NFB. They also want other companies to collaborate with the NFB to gain the same expertise.

The National Federation of the Blind wants to stay included in the technology conversation. They want the Innovators to proactively think about accessibility and spread that mindset to other companies. The National Federation of the Blind needs to continue their relationship with the Innovators and remain collaborative partners. The brand’s authenticity, expertise, and intentionality need to shine through to maintain current partnerships and attract new ones.

The Difference-makers

Individual Donor

Background: The Difference-makers are a family of three who live in the suburbs. They are advocates for social justice and are always finding new ways to be philanthropic. The Difference-makers love helping the causes they’re passionate about and hope to instill that same sense of social impact in their middle school child. The Difference-makers are very successful in their careers and hold a lot of family responsibility. They usually donate money to charity but also try to find some time to volunteer yearly. They take pride in knowing their money is going to a good cause, but they also enjoy the recognition that comes with their donation. The Difference-makers discovered the NFB when researching resources for a family friend who had a blind child. They perused through several different websites before coming across the NFB BELL® Academy. It was clear to the Difference-makers that the National Federation of the Blind believed in blind children. It was also clear that the NFB had a community of blind people with collective expertise to mentor and support their friend’s child. The Difference-makers understand the value of the National Federation of the Blind and want to be a part of that.

The Difference-makers and NFB: The Difference-makers want the National Federation of the Blind to continue living out its mission. They want to keep donating and they want to feel that they are putting their dollars to good use. They would get more involved if they had a better understanding of blindness and the National Federation of the Blind’s supports/programs.

The National Federation of the Blind needs the Difference-makers to continue to understand how they are unique from other organizations, engage with them, and donate. The NFB wants the Difference-makers to spread the word about their contributions to the lives of blind people. A clarified brand will help the Difference-makers to continue to align with the National Federation of the Blind and feel good about their donation.