If you’re a nonprofit leader, you have a variety of target markets.
Your organization could be serving those utilizing services, which may include individuals, families, patients (if you’re a healthcare organization), community members (if you’re providing social services), or other organizations.
If you’re collaborating in a coalition or working with other community partners, you also have to consider that volunteers are a market segment all their own. Think about those volunteers that are working with you and ongoing operations, supporting your organization at events, providing remote support, serving as social media admins on some of your pages and profiles, filling critical roles as board members and supporting you as corporate partners.
Finally, think about those making donations – individuals, families, foundations, trust, even government entities through grants, corporations, and alumni.
All of these people are eligible to be engaged with your organization in a variety of different ways. You need to think about what value you can provide them and how you’re going to communicate.