Photo by Stas Knop on Pexels
3 min Read
July 14, 2022

Resource guide to understanding and engaging your audiences

Understanding who you need to reach and thinking about how to engage these audiences are two important pieces to the puzzle of using communications strategically for your nonprofit. Navigating these pieces can be challenging without the right frameworks. If your organization is on this journey but unsure how to start or what to do next, fear not! Big Duck has a collection of resources to help set you on the right path.


As my favorite author, Zora Neale Hurston once said “Research is formalized curiosity. It is poking and prying with a purpose.” Creating a research process that is equitable and allows you to gain insights into your audiences requires the tools and knowledge to do it properly.

Below is a summary of insights, podcasts, and a webinar to guide your thinking.

If you are looking for some inspiration or education on audience research, join co-director Farra Trompeter and strategist K Yin on Wednesday, July 27, 2022, for a 60-minute webinar on how to conduct surveys to better understand your audiences. They will discuss how to plan and implement a smart survey and respond to the data you collect.


Now that you’ve identified who your audiences are, the next step is to prioritize and engage them in all the fantastic work you do. This could be to attract donors, recruit volunteers, change attitudes or behaviors, or raise awareness.

Below is a summary of resources to guide your thinking.

Defining and engaging your audiences is powerful. I hope these resources give you the tools you need to start finding and engaging your audiences through effective research. If you need more assistance navigating this journey, feel free to drop us a line, we are happy to help! 

Jen Petersen

Jen Petersen is the Marketing Manager, Worker-Owner at Big Duck

More about Jen