FIND YOUR PEOPLE
Our goal is to reach and recruit more men and boys by lowering barriers to entry, connect and convince them, in language that is meaningful to them
DIGITAL PRACTICES FOR FINDING YOUR PEOPLE
To recruit men through digital channels, start by getting to know them, then craft strategic messages that speak to them, and use digital tools to extend your reach
Know Your Audience
Understand who your users are so that you know how to communicate to them. Who are the boys and men you want to reach? How will you reach them?
Define Your Story
Define your offering and the story that connects emotionally with your audience and drives action.
Create Content & Post
Not all social media platforms serve the same purpose. Use each strategically and leverage on AI to take it to another level.
DIGITAL PRACTICE 1
Know Your Audience
First, identify who you need to reach out to. Then, understand what each stakeholder needs to hear to take action.
You can't communicate effectively trying to talk to everyone at once, with the same message, in the same social media platforms. When you integrate this into your strategy, you'll stop guessing and start understanding who your audience is, what moves them, and how to speak directly to their reality.
STEP BY STEP GUIDE
-
Identify who are your key audiences
-
Do research and learn about your audiences (use the resources below!)
-
Build an audience insight card per audience
Useful Resources
Types of audiences guide
Get inspired with this list of stakeholders. Identify who you want to talk to before designing any message.
Where to search (PDF)
A curated list of key sources and platforms (Meta Ads, TikTok, Answerthepublic, etc.) to find real insights about your audience.
12 Prompts guide (PDF)
A set of 12 ready-to-use prompts that speed up and deepen your audience research with AI.
Final Deliverable: Audience Insight Card
The final template where you consolidate all your research findings into one clear, actionable card.
DIGITAL PRACTICE 2
DIGITAL PRACTICE 2
Define Your Offer
Define clearly what your program does, who it serves, and what transformation it creates. What do men and boys will gain with this program? What is the value proposition for them?
Most organizations describe what they do, but not in a way that connects. You'll translate your work into a clear and compelling offer that people can understand, care about, and act on.
STEP BY STEP GUIDE
1. Choose your program or service offering for one audience
2. Answer the 7 question to define your offer
3. Turn it into a clear offer
Useful Resources
7 Questions to Define Your Offer
7 questions to define what you are offering and what differentiates you from other options.
Value proposition Canvas
An extra visual framework to align what your product offers with your customer's real desires, pains, and jobs-to-be-done.
DIGITAL PRACTICE 3
Build Your Big Story
Turn your offer into a compelling story that connects emotionally and drives action.
People don't connect with programs, they connect with stories. You'll build a simple narrative that makes your audience care, understand, and move.
STEP BY STEP GUIDE
-
Choose the method to write your story
-
Brainstorm how to tell the story
-
Share it with someone and ask for feedback
-
Iterate your story (if you want, use AI and ask to help you refine your story)
Useful Resources
Story Angle Template
A plug-and-play template to shape your product's narrative into compelling angles that hook and convert your audience.
50+ Power-Packed Copywriting Formulas
A library of 50+ proven copywriting formulas to craft persuasive messages without starting from scratch
DIGITAL PRACTICE 4
Create Content & Post
Adapt your story into a content system for your chosen platform that builds community and drives action.
Content is not about posting more, it's about saying the right thing in the right place, adding value. You'll turn your story angles into strategic posts designed to attract, connect, and convert.
STEP BY STEP GUIDE
1. Choose 1 platform and define their role for your organization
2. Map your Story Angles to content formats per platform
3. Write and publish 3 posts using AIDA, PAS or FAB
4. Read the results. Which angle got the most reach or engagement?
Useful Resources
Story Angles in action
DIGITAL PRACTICE 5
Work With AI
Use AI tools strategically to research your audience, sharpen your message, and accelerate your prototype, without losing your organization's voice.
AI is not here to replace your judgment, it's here to amplify it. You'll learn a set of rules for working with AI effectively, discover which tool fits each job, and use a curated prompt library built specifically for social organizations like yours.
STEP BY STEP GUIDE
1. Read the 9 rules for working with AI
2. Explore the Prompt Library and filter by your challenge type and prototype
3. Run 3 prompts using your organization's context
4. Choose the right AI tool for your current task
5. Use AI to advance your prototype and bring it to at least the bicycle stage
Useful Resources
9 Rules for Working With AI
Henrik Kniberg's MVP model