13 Questions Your Nonprofit Needs to Ask

Previously, I talked about why nonprofits need to conduct audits of their communications. And if you think about it, it just makes sense—and cents.

Recently, I was talking with a friend who just entered the nonprofit sector after several years as a political consultant. He lamented how he spent his first few months talking almost exclusively to small-circulation trade publications instead of pitching bigger-reach stories to outlets like the Los Angeles Times. On the outset, it may seem like he should have gone for the story that would have reached a bigger audience. But his nonprofit is in the process of rebuilding itself after a year of transition. His executive director reasoned that by spending time building relationships with trusted industry-specific publications and local bloggers, they were investing in stories that were read by key stakeholders—or audiences—and that would then yield a better reputation for the organization.

Which tactic was the right one? Your gut could tell you one thing, but the data may tell you another. That’s why it’s important to go directly to the people who matter and build your communications strategy around hard numbers and documented anecdotes.

Develop a Questionnaire

These questions can—and should—be tailored for each audience you are surveying.

What organizations come to mind in the xyz nonprofit space?
What do you think is most unique about ABC nonprofit organization?
Where do you usually first hear or see news about ABC nonprofit?
Are you happy with how the news or changes are communicated to you by the organization?
What is your attitude toward ABC nonprofit?
What sense do you have of ABC nonprofit’s reputation in the community?
What is ABC nonprofit best known for?
For you, what is the most compelling reason to support ABC nonprofit?
Do you have any reasons for not wanting to support ABC nonprofit?
Do ABC nonprofit’s advertising and communications stand out from other organizations doing similar work?
Are ABC nonprofit’s products and services clearly identifiable?
Are you familiar with ABC nonprofit’s current marketing campaign? What do you think about it?
Are there other issues regarding ABC nonprofit and its plans that you would like to raise?

This is just the start of what you can do. Get more tools, tricks and trainings by checking out our Communications Toolkit.

Photo via Creative Commons