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I have been thinking more and more about one of the fundamental failures communicators are making in their work and was reminded of it when I drove into my local ShopRite parking lot the other day.

After renovations which made grocery shopping fun and delicious (new food court in the actual store!), traffic went through the roof. But the store didn’t stop there.

Thinking about the user experience even before we walk in the door, the management realized while shopping inside the store was fun, getting a parking spot wasn’t anymore.

putting audience first

So what did they do? Call them crazy, but I now have free valet parking at my grocery store. The first in the entire state apparently.

What are you doing to make the experience of your guests, audience, followers, supporters and volunteers to be a WOW-experience? Where can you go further to put their needs first?

If I looked at your website, is it really tuned for first time visitors? Or is your content set up in a way that “everyone else does it”?

Do you talk more about what you need from your supporters (like tons of “give give give! Just give us money!” type messaging) vs what they might really want to explore or hear about regarding their opportunity to participate in impactful work?

Do you talk more about you, as in your “institution” organization? Or do you really celebrate “you,” the person reading your content — you know, the volunteers, supporters, constituents who are the real heros, without which you wouldn’t have a job?

What can you do to pull out all the stops to out to put your audience first, kind of like giving free valet parking for me to run in and grab a carton of milk at my ShopRite?