How to Use Research to Drive Communications for Nonprofits
July 16, 2025
By Sean Asher
For mission-driven organizations, public relations is about building trust, inspiring action and giving people a reason to care. Without a clear understanding of your audience and the current environment, even the strongest cause can miss its mark.
Think of it like the tortoise and the hare. The ones who slow down to understand the landscape before launching into action has a better chance of winning. Rushing into tactics without a plan is a good way to spin your wheels and miss opportunities.
Whether you’re trying to raise $10 million for a capital campaign, increase attendance for your next event or strengthen support for your cause, stepping back to see the full picture helps you break through the noise, avoid mistakes and build momentum that lasts.
Understand Your Audience Through Intentional Research
When your nonprofit faces a major challenge or opportunity – such as needing to sell sponsorships or increase donations – knowing where to start can be overwhelming.
Not all audiences are created equal. Research will help you to group your audiences into different categories, such as major donors, first-time givers and community partners, to help you to better understand what matters to each group. What do they care about? How do they prefer to hear from you? Your research doesn’t need to be complex. Research can range from informal focus groups and surveys to simple stakeholder interviews or a thorough scan of the media landscape in your space.
The key is to ask the right questions before jumping to conclusions. At C&P, we often start by listening, whether it’s to the client, the community or the data, and that guides everything that follows. We also first pause to ask:
- Who are we trying to reach?
- What do they already know?
- What do we want them to know?
- How will we reach them?
- What do we want them to do?
These foundational questions anchor your strategy in purpose and set your team up for success.
Identify What Barriers May Be in the Way
If your fundraising campaign isn’t gaining traction, communications may not be the problem, but they can certainly be part of the solution.
- Do people understand why your work matters and how they can help?
- Are you competing with better-funded organizations for limited attention?
There may also be barriers to consider.
- Is your board aligned on key messaging?
- Does your staff know how to talk about the campaign with confidence?
- Are you trying to tell a complex story in a format that demands simplicity?
These are not small questions. By asking these early, you will more clearly understand challenges and better position your organization’s message to reach its audience.
Pick the Right Tools for the Job
Great communications plans don’t rely on every tool. They rely on the right tools, and effective research will inform which ones are best for the job.
If donors are influenced by peer validation, prioritize testimonials and trusted voices. If they are younger, online storytelling and social media may be the most effective way to reach them. Remember, success isn’t always about numbers. A donor referencing a post, a partner reaching out or a board member sharing a personal story is momentum, too.
Beyond the Research
Nonprofits don’t need the biggest budget to make the biggest impact. But they do need clarity. Intentional research will help you align your PR strategy with your nonprofit’s mission. From there, execution becomes focused and efficient.
Also remember to pause and reflect. Too often, evaluation is treated as an afterthought. But it’s a form of research, too, and without it, you miss the opportunity to learn and improve. Did your strategy hit the mark? Were the tactics you implemented successful?
In a world full of trends and tools, research helps you slow down, think clearly and lead with purpose. That’s not a step back. It’s how progress happens.
There’s a reason why we’re The Strategic Firm®. If you’re looking for a partner that leads with strategy, let’s talk.
