Who Is Your Target Audience?

Let’s answer some questions that will help you better understand who your organisation’s target audience is.

Below are some questions asking for information about the group of people your organisation is seeking to serve. Here are some helpful tips before you get started:

Unless your organisation is a foundation, your target audience is most likely not your donors. It is rather those being served by your ministry*.
If your organisation sells a product or service, your target audience is the customer who most frequently buys your product or service.
In the case of an organisation that serves children, often the target audience is actually the parents or guardians of those children because they are the decision-makers.
If your organisation is a church or evangelical ministry, while you may desire for everyone to be reached by your organisation, your target audience should be those who your organisation is primarily seeking to reach. For example, it may be limited by the location of the church or ministry or the age group most drawn to it.
Your target audience should be the people who will make the decision to engage with your organisation.

*If you’d like to learn more about communicating with key stakeholders, like donors, you can review the course “Turn Your Strategy into Great Communication”.

Answer the questions below to get greater clarity about your target audience. It’s okay to leave some questions blank if you are unsure of the answer.

Does your organisation serve a group of people in a specific country/region/city/etc.? Please be as specific as possible.

Does your organisation primarily serve men, women, children, or families (or a combination – Ex. women & children)?

Are the majority of those who your organisation serves from a particular culture or religion?

What is the general income level of the majority of those your organisation serves? *

Is there anything else that distinguishes those your organisation primarily serves from others? (Ex. disabilities, specific medical needs, traumatic background)

Write a phrase describing those your organisation primarily serves, being as specific as possible. Please note that your organisation likely serves people beyond this description, but please define those who you most desire to serve. If your organisation has sub-brands serving different audiences, write a phrase for each sub-brand. For example, Renew Ministries has 2 sub-brands that each serve a different audience. Their phrases describing their target audiences would be the following: Renew Pediatrics – parents of children with disabilities in impoverished communities in Southeast Asia Renew Maternal Care – pregnant women in impoverished communities in Southeast Asia *

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