Writing for the Digital Age: Who is your audience?

Meet Jane. She's your future member. In other words, she's your audience. When you or someone in your organization writes an email, a newsletter or a web page, you should be writing with Jane in mind.

• Most organizations need to attract younger members. As Robert Putnam observed in his 1999 book Bowling Alone, involvement in organizations is decreasing as baby boomers age. Younger people are less likely to join, and they are your future. If you aren't speaking to them, how can you expect to attract their attention?
• Young people have different reading habits than baby boomers. Older folks were taught to write in a formal style, using words like "however," "heretofore" and thus." Jane grew up with the Internet and text messaging. You don't need to write down to her, but you do need to understand that she is comfortable to a more casual style.
• Your message is competing with thousands of other messages every day. While you are writing, remember that Jane may be sitting in a coffee shop, listening to music, looking at a text message and reading yoour latest newsletter at the same time. You don't have time to waste in getting her attention.