Finding the Right Part of the Market to Target

With the number of non-profit organizations climbing yearly, there is less and less funding to go around. It becomes important that you know whom you are targeting and how you contact that market.

What is a target market?

A target market is a group of people that the company has decided to aim for in its marketing efforts. A well-defined target market is the first element to a marketing strategy. The target audience or market for every nonprofit is its potential supporters: people who may be willing to support the nonprofit in some capacity, such as by volunteering, donating money or participating in other ways.


What is the benefit of knowing your target market?

1. Builds a great reputation for your organization. When people in your target think of your organization, they will think of how well you fit their needs and how blessed they are in having contact with your nonprofit.
2. Separates your organization apart from others. If your organization is known for making a difference by doing a narrowly defined task, your nonprofit becomes the kind donors and volunteers notice and want to support.
3. Gives more access to the target audience. When you become an expert in the needs of a concentrated group, doors start to open to deeper relationships in that community.
4. Brings almost instant credibility: Your knowledge of the community’s needs and the credibility that comes from your reputation causes the target audience to trust you more readily. When your organization builds credibility in your niche, you could become the default authority on the group you serve.
5. Clarifies your tasks. Instead of multiplying the number of things your organization does, you develop a sharp focus on a limited number of tasks and become a stronger organization. The keen focus leads you to become increasingly better at what you do.

How do you figure out your target market?
1. What need does your organization satisfy in the community?
2. Who feels that this need is important?
3. Develop your donor profile.- Determine who would be most likely to invest in the mission of your organization.

Describe your potential donor as fully as you can.
• What do you know about them?
• Where are they situated geographically?
• What are they likely to spend?
• Where do they shop?
• What is their annual income?
• What languages do they speak?
• What type of web sites do they visit?

Identify your donor profile before you do your marketing plan