Libraries often find themselves communicating programs and services to different audiences — students, faculty, donors and the community. So what happens when you are tasked with creating a marketing piece to pique donors’ interest? How do you know what they want to know about you, and what do they already know? Accurately assessing what your audience already understands about your library services can be a challenging aspect of your project. This column describes how an academic library in Ohio learned more about its target market to create a piece that could bring about the results it wanted.