Audience Building for Nonprofits
Growing your organization is about smarter, easier touchpoints. It’s about how small nonprofits can show up where people already are, build real connection, and grow a brand that attracts donors, partners, and advocates.
In this episode of The Small Nonprofit Podcast, host Maria Rio is joined by Christa Stelzmuller, Chief Technology Officer at Charity: Water. Christa brings a wealth of experience leading technology, product, and data innovation at one of the world’s most recognized nonprofits. Together, they dig into how nonprofits can use technology and partnerships to deepen empathy, engage new audiences, and grow sustainable revenue.
Audience Building for Nonprofits: The Highlights
Nonprofits don’t need to compete for scraps:
The real opportunity is to expand generosity overall. Whether through brand partnerships, tech, or social enterprise models, the sector wins when the giving pie gets bigger.Trust is a built-in nonprofit advantage:
Strict reporting and transparency requirements give nonprofits credibility that influencers or corporations cannot always guarantee.Technology can drive revenue, not just costs:
At Charity: Water, tech is seen as a way to build donor products, deepen engagement, and grow giving - not just an overhead line item.Partnerships are powerful growth tools:
From influencers to retail experiences, nonprofits can use creative partnerships to show up in everyday spaces where people already spend their time and money.Long-term sustainability matters:
Unlike corporate campaigns, nonprofits are designed to deliver solutions that last. We’re experts at building trust with communities and donors who want to see their dollars have real staying power.
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Audience Building for Nonprofits: 3 Actionable Tips
Know your audience
Get clear on who you are trying to reach and where they spend their time. Local nonprofits may focus on community events, while larger ones might lean on digital strategies.Experiment with partnerships
You don’t need a global brand to start. Partner with a coffee shop, an influencer, or a local business to amplify your message and create new touchpoints.Lead with transparency
Share stories, impact data, and even challenges openly. Donors want to see not just where their money went, but how it created change.
