All good communicators know that the best strategies are built around audience insight – an understanding of who you wish to target; what you want them to think, feel or do, and what will motivate them to engage. This poses a challenge for international communications teams, owing to the sheer size and diversity of their target audiences. How could one department, or one strategy, meet the needs and expectations of local NGOs in Burkino Faso, policy makers in Brussels, and five-pound-a-month donors in the United Kingdom?