22NTC Session: Marketing/Communications
Workshop: A Practical Guide to Actionable Audience Research
Submitted by: Devon Smith | Measure Creative


The most fundamental of nonprofit marketing and fundraising goals: grow our audience, diversify our audience, or persuade our audience to do more of something. In order to achieve those goals, you need to know who your audience is, what are their needs, barriers, perceptions and motivations. Audience research should be a critical activity of any team, but structuring a project to yield actionable insights can be a challenge. This session will share learnings from several audience research projects with diverse nonprofits, including real examples of research plans, interview and survey questions, focus group activities, and audience personas. We’ll talk about major challenges and decision points during the research phase and how we overcame them. This is a session for those considering how to engage new audiences, a change to their marketing or fundraising strategy, or new approaches to their website or other digital channels.

This interactive workshop will be held in Zoom.

Session Type

60 minute workshop

Learning Outcomes

  • Plan for an audience research project and develop appropriate research activities
  • Overcome challenges and pivot your approach when meeting obstacles during the project
  • Translate what you learn from research findings into practical changes your team can make

Target Audience

Staff who need to understand more about who their current and potential audiences are and what they need


March 23, 2022


9:45am – 10:45am PST