Lots of organizations get stuck when it comes to understanding target markets. We all work hard to uncover who ours is. Then we kick back and rest easy in the knowledge that the work is done. We’ve defined them, personified them, and decided how to talk to them. High fives and time for a cocktail.

But then new babies are born. Markets shift and new markets appear on the regular, and you have to figure out how to talk to them, too. It’s exhausting. Today’s 20-year-olds have values and ideas that tomorrow’s 20-year-olds may not share. You can’t assume new audiences will grow into your message. Conversely, if your message changes to accommodate new audiences, you’ll alienate your tried-and-true loyalists. (This is particularly true in fields that must cast a wide net, such as alumni relations. Perhaps not so much of a concern for a business that markets exclusively to a narrower demographic.)

Anyway, back to developing new markets. How can a service or advocacy organization with one focused mission continue to engage with existing markets while developing new ones? Two ways: vision, and segmented campaigns.

Vision, because this type of thinking involves planning for the future. Asking questions like, “Who will our audience be in 10 years, and how will they think?” “How do we capture the next generation of customers?” “What would our perfect customer look like in a decade?” We often find these 10-year questions terrify clients. Few have thought that far in advance. I get it. Sometimes today’s hot mess is scary enough. Who’s got time to look past next week’s explosion?

But it’s a task you should not avoid. And once you’ve done the vision work to articulate your audience-to-be, it’s time to talk to them. Consider a campaign dedicated to your emerging market—building affinity and loyalty from the very beginning, or even prior to their decision-making process. This probably means a new tone of voice and call to action. And it likely means new marketing channels as well. (Let’s face it, you don’t want to find content made for you peppered amongst content made for your mom.)

Dedicated, segmented campaigns can be immensely successful. They allow you to focus, to speak deeply to an audience, and to build a relationship that can grow. Consider it once you’ve faced those 10-year questions.

If the thought sends you reeling, maybe look at it from a different angle. Look at it as insurance.