Marketing and Comms – Segmentation, Targeting, and Positioning

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

STP stands for Segmentation, Targeting, and Positioning. It’s like when you have a bunch of different groups of people you could help with your charity or non-profit, but you need to figure out who you can help the most or who will support your cause. Here’s how it works:

  1. Segmentation: This is when you split everyone up into different groups based on things they have in common. Like, maybe you’re looking at kids vs. adults, people from different places, or those interested in specific causes.
  2. Targeting: After you’ve got your groups, you choose which one(s) you’re going to focus on. It’s like deciding who you think will be most interested in what you’re doing or who needs your help the most.
  3. Positioning: Now you’ve got your target group, you need to figure out how to talk to them in a way that makes them interested in your charity. This means showing them how your charity fits into what they care about.

Example: Let’s say you’re running a charity that’s all about saving local wildlife. First, you segment by looking at people who are into nature, outdoor activities, and maybe even those who are already donating to environmental causes. Then, you decide to target families who enjoy the outdoors since they might want to help protect the environment for their kids. Finally, you position your charity by showing these families how their donations can help save local wildlife and preserve natural areas for future family outings. You might do this through social media, posters at local parks, or community events that draw in those outdoorsy families.