4 Audiences You Must Communicate With: Nonprofit Success Starts Here

Who Are You Talking To? Identifying Your Nonprofit's Audiences

Now that you’ve crafted a tight, actionable mission statement and know who your organization serves, it’s time to take the next step: identifying all the constituents you need to communicate with. As a nonprofit, your work might involve helping children access arts education, providing a conduit for diverse voices to be heard, or using the arts as an economic driver. Whatever your mission, knowing your audience is key.

So, who are you talking to? Who is your audience? You’re not necessarily communicating directly with the children you’re helping access arts education—or are you? From a marketing perspective, you have multiple audiences to engage, each with its own motivations, needs, and communication preferences. Identifying who they are will immeasurably improve what you say to them.

Let’s start by breaking your audience into four main categories:

• Donors: People who financially support your mission.

• Community Partners: Organizations or businesses that align with your values and can help amplify your efforts.

• Volunteers: Individuals willing to donate their time and energy to support your cause.

• Clients/Ticket Buyers: The people directly benefiting from your programs or attending your events.

Example: A Nonprofit Providing a Conduit for Diverse Voices

Imagine your mission statement is: "Empowering diverse communities to share their stories with storytelling and shape conversations that matter through accessible and inclusive platforms."

Using the SAVICC framework, this mission is:

• Specific: Focuses on empowering diverse communities.

• Actionable: Promises to share stories and shape conversations.

• Values-Driven: Centers inclusivity and accessibility.

• Impactful: Highlights meaningful conversations and change.

• Customer-Centered: Ensures storytelling opportunities for the audience.

• Concise: Straight to the point while conveying purpose.

  
  

Now ask yourself these key questions:

• Donors: Who would care about this mission? Are they younger or older? Why does this cause matter to them? Do they prefer communication through email, direct mail, or social media?

• Community Partners: What kinds of organizations align with this mission? How can you engage them—collaborative events, shared storytelling platforms, or sponsorship opportunities?

• Volunteers: Do you need volunteers to help gather stories or facilitate conversations? Where can you find them? Are they retirees, students, or professionals with a passion for your cause?

• Clients/Constituents: Who are the storytellers, and who are the listeners? Are they members of your local community or a global audience?

Identifying your audience isn’t just about knowing who they are—it’s about learning how to reach them. On Thursday, we’ll dive deeper into communication strategies for these audiences, including tips from generational research that highlight the best ways to engage each group.

What audience are you struggling to communicate with right now? Share your challenges in the comments, and let’s work together to find solutions.