Start with the Circle That Already Knows You

Before you chase followers, go deeper with the ones who already believe in you.

One of the most overlooked—and yet most effective—marketing principles is surprisingly simple: market first to those who already know and love you. These are your current families, loyal donors, trusted partners, longtime followers. They’re not just your audience; they’re your advocates-in-waiting.

When you feed them meaningful content, treat them with respect, and stay in relationship—not just in broadcast—they’re more likely to share your story. And their voice carries farther than an ad ever could.

This approach runs counter to today’s attention economy, where everyone’s chasing virality and volume. As John Mellencamp sang, “everyone’s a poet just screaming to be heard.” But maybe the goal isn’t to scream louder—it’s to be worth hearing.

Start with your believers. They’ll help you find the rest.