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Ever wonder what U.S. Presidents do when they’re off-duty? Turns out, when they’re not making world-altering decisions, some of them are out fishing. Literally.
Take Herbert Hoover—aka The Fishing President. When the Great Depression hit hard, he grabbed a rod and hit the water. For him, fishing wasn’t just a hobby. It was soul care. In his book, Fishing for Fun—And to Wash Your Soul, he wrote:
"...all men are equal before fish."
But… are all fish equal before men?
Let’s cast that thought a little wider. Reeling in a blue marlin is a whole different game than catching a backyard trout. Same goes for people. Without context, a fish is just a fish. And a person? Just another dot in the data.
But when you add context—suddenly things get interesting.
The right context helps you understand not just what people do—but why. It’s the difference between shouting into the void and actually getting heard. Whether you're marketing a mission, launching a program, or trying to connect with a new audience, understanding the environment your audience swims in (pun fully intended) is essential.
So—what kinds of context should you be paying attention to?
Beliefs, values, and local customs—all play a role in how people perceive brands or messages.
Use it when: You’re launching regionally, targeting a specific demographic, or trying to resonate deeply with identity-based communities.
From recessions to inflation, economic realities shape priorities and decisions.
Use it when: You’re pricing a product, asking for donations, or gauging purchasing power.
Social dynamics—like institutions, community priorities, and generational values—are powerful engagement filters.
Use it when: You’re aligning mission to community needs or designing stakeholder experiences.
Tech access, adoption, and digital habits vary widely.
Use it when: You’re choosing your outreach channels (physical vs. digital), launching an app, or optimizing for mobile.
The past shapes how people interpret the present.
Use it when: You’re building campaigns in regions with significant legacies—or revisiting old tactics that need updating.
Climate, geography, and physical surroundings matter—especially in a world shaped by natural disasters, sustainability demands, and regional nuances.
Use it when: You’re planning advocacy campaigns, meeting ESG goals, or responding to local needs.
💡 Bonus Contexts: Competitive, legal/regulatory, and timing (yes, even time of year matters).
Glad you asked.
Let’s take one fish—say, a Striped Bass.
See what we mean? Same fish, totally different meanings—based on who’s looking.
That’s the power of context. It deepens your understanding, and that shapes how you communicate. It’s the secret ingredient behind campaigns that actually resonate.
When you take time to understand the full picture—cultural, social, environmental, and beyond—you gain insights that help your campaigns connect in a values-aligned way. That’s when people stop feeling like just another name on your list and start feeling seen.
No one wants to feel like a fish out of water.
So stop casting wide, and start casting smart.
Campaigns that work start with understanding the people they’re trying to reach—who they are, what they care about, and what shapes their world.
Ready to build smarter strategies and stronger communities? Let’s dive in.
The Civic Health Project's surprising pilot proved that more steps—and more trust—led to better leads, deeper engagement, and real donor intent.
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