Customer or Social Mission Beneficiary?
Have you BOLDLY defined the difference between your social enterprise customer and your social mission beneficiary?
Too many times we see the lines blur between customer and beneficiary causing extra expenses, staff confusion, mixed marketing messaging, and overall confusion in the planning.
Part of missed perception around this issue comes from a desire of our heart to be near and serve the social mission beneficiary. We accidentally begin to target them with all of our efforts. We can, inadvertently, end up marketing to our beneficiary instead of our target customer.
The solution is to make a list. List out every characteristic about each one. We would suggest you also list out the locations of each and make a profile of a typical customer and social mission beneficiary.
Take the challenge and let us know what happens! We would love to tell your story!