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What is Audience Analysis and Why it’s Important?

This is always the first step, whether you are just thinking about creating your nonprofit or starting your plans for your organization you should always look at your audience first.

The boring definition is “audience analysis: A study of the pertinent elements defining the makeup and characteristics of an audience.” - Lumen Learning

You should not consider nonprofits to be completely different from conventional businesses. In our minds, we think that nonprofits and businesses are set up and run entirely differently. However, this is not necessarily true.

While their goals are different, between for-profit and for solving social issues, the tools used to accomplish these goals are often the same. As such, the first step for nonprofits should be knowing who you need to connect with, who is your audience, which many who are running or setting up nonprofits often overlook, thinking it’s less of a crucial step for their organization. But in reality, you still need to identify which people you are aiming to connect with and help, and a lack of a defined audience is a key mistake. To survive as a nonprofit, you will often need funding, which you can’t acquire effectively if you can’t connect with the people you intend to help.

An audience analysis gives you an understanding of a reference point of who your audience is.

  • You know what’s threatening to them.

  • You know what trends are associated with them.

  • You know how they prefer to receive their information.

  • You even identified the metrics that are associated with their livelihood.

Completing an audience analysis is going to help you better devise your strategy to achieve that perfect world, that vision.

To complete an audience analysis you must:

#1 Identify their demographic make-up

  • Look at their socioeconomic status.

  • The region they live in

  • Their gender

  • Their orientation

  • Their religion

  • Look at some of the health issues that they experience.

  • If they have comorbidities.

  • If they're exposed to an environment that creates more issues what are their living conditions.

  • What is the relationship like with a public

  • Any detail that you can identify with your audience.

And so some of the most common audience is the actual population you serve and that could look like several different populations. It looks like the media, being able to communicate your efficiency, your impact is important because this is going to propel your credence, your credibility. This is going to help you with sponsors, this is going to get the word out to your audience and going to keep funding coming in.

#2 The decision-Makers

The media is one and then a second one especially as we look at that roofer effect are the decision-makers we have to know who the decision-makers are as it pertains to our audience, who controls system tools programming and funding as it relates to the livelihood. You have to use all those things that I just conveyed to assess your audience that when you have an understanding of how you need to go after.

Knowing your audience allows you to create a better service and increase awareness of your organization and its mission. It can also help you make better decisions about the development of your service, create a brand image, and fine-tune your brand design, which can make fundraising much easier. This means greater awareness of your message as a nonprofit and of how your organization helps fulfill that message.


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