I recently attended a meeting where a group was preparing to launch a new product. They had some creative outreach ideas, but they were scattered, and the facilitator began to show signs of frustration. Finally, I asked, "Who is this product for?" She paused and said, "Well, anyone, I suppose."
What is a Target Audience?
No matter your goal—launching a new service, reaching out to donors, or communicating with the community—you need a clear target audience. This will shape every aspect of your communication strategy.
Target Market vs. Target Audience for Nonprofits
The terms “target market” and “target audience” are often used interchangeably, but they serve different purposes. A target market refers to a group defined by demographic characteristics like age, gender, occupation, or location. Most nonprofits already have a defined target market, usually focused on the people they serve. It’s worth noting that some nonprofits may have multiple target markets.
A target audience is a subset of that target market. It’s more specific and directly influences the design and communication methods of a particular initiative.
For example, if your nonprofit works with individuals with intellectual disabilities in your area, that group is your target market. If you launch a campaign to get more donations and specifically aim at parents of children with disabilities, they become your target audience.
How to Identify a Target Audience for Nonprofits
Start by clearly defining your target market. Once that’s established, you can break it down further to identify your target audience. Here are a few ways to do that:
Demographics: Refine the demographics within your target market, such as age range, occupation, location, educational background, and purchasing power. Use several of these factors to narrow down your target audience.
Common Pain Point or Goal: Another way to define your target audience is by identifying a common pain point or goal. This helps create a framework that resonates with the audience.
Example: Finding a Target Audience
Let’s say you’re a local food bank looking for more volunteers. You might target older adults (55+), who are retired, live locally, and have a college degree. Additionally, one of the goals for this group may be seeking ways to spend their time during the day. This would be a strong and more importantly a clear target audience for your marketing efforts.
Conclusion: Reviewing and Analyzing Your Target Audience
It’s crucial to review and analyze your target audience regularly. Evaluate how they respond to your outreach. Perhaps your target audience was too niche or too broad, or maybe it wasn’t the right fit for your offering. Compare different target audiences to inform current and future marketing strategies.
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