1. The audience that needs help
The first audience is a passive group, meaning you can get their attention with little-to-no extra effort. If you are providing a real service that fills a desperate need, members of this audience will discover you because they are actively searching.
Active nonprofits gain audience growth through grassroots and word of mouth by providing effective outreach services. As long as the the nonprofit addresses a real need that exists, there will always be an audience actively seeking them out.
2. The audience that helps
Your second audience is trickier. This group is made of generous people who are in a position to give back. They are the donors, the volunteers, the event organizers. They have either expendable time or income. But they also have the heart to help others.
It takes more effort to build an audience of supporters because it’s easier to give something away than to ask for help.
This isn’t news to you, but…
What you may not have considered is that these two groups have a lot in common.
Both halves of your audience want the same thing. They want to connect. The problem they share is that they don’t know how.
That’s where you come in.
Target with purpose
You are providing the solution. In a world where it would not happen without your help, you are part of a vehicle that connects these two distinct groups with each other.
You may be asking for help from the helpers, but you’re still meeting the mutual need they both have: providing them with real features and benefits like anonymous donations, easier tax filing, a sense of meaning and fulfillment.
There’s no secret here. Your growth relies on meeting these three expectations.
Empathy, direction and connection.
- Empathy: Truly understand who they are.
- Direction: Clarify the next steps in their journey.
- Connection: Provide real results that you can repeat.
There is no one-size-fits-all
Growing an audience of supporters requires an aggressive communications strategy. We’d like to get to know you and the important work you’re doing so that we can provide a less general approach to meeting your needs.
If you’re ready to improve your nonprofit communications strategy, fill out the form below. Let’s start talking about how we will win over new supporters for your nonprofit.