How to Find Your Nonprofit Organization's Target Audience

Targeting your audience for your nonprofit organization is a task that requires thoughtful planning and knowing your local media including print, radio and TV.

Instructions

Difficulty: Easy

Things You’ll Need:

• Mission statement
• Desktop publishing program

1. Know your target audience. Get out your local media finder and write down every publication, broadcast show, Web site and radio program that might focus on your audience. Once you have done this, the real work begins.
2. Specialize in your specialty. Whatever your organization's cause, chances are its broad scope has multiple specialty publications surrounding it. Get to know the editors and start querying them.
3. Follow your plan. A thoughtfully written PR plan should be your bible for doing PR business. For example, you might want to target the general public in the first quarter and donors in the second.
4. Communicate to your "internal public." The more your co-workers understand who that target audience is, the better the word of your organization can get out.

Tips & Warnings

• Narrow your target audience; sometimes the general public is too broad. Once you know your audience, get your name before it as much as possible.
• Remember, it is the work of many, not one, that makes an organization successful. If others expect you, and only you, to get the word out to a large number of target audiences, chances are your results may be minimal - but if you work as a team and understand the organization's common goal, your PR efforts will pay off and everyone will feel as though they contributed to the success of the organization.

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