Knowing who will benefit from the existence of a nonprofit is essential in setting up an appropriate organization for community needs. One of the most important steps in looking at the beneficiary group is determining exactly how many people are likely to be served by the future organization.
Part of a nonprofit organization’s five-year plan is an accurate estimate of how many people are likely to take advantage of the NPO’s program. A proper estimate depends upon advertising, word-of-mouth, and reputation. Nonprofits that partner with local schools or organizations typically have a higher level of participation than their counterparts that are not in strategic alliances. The five-year plan estimate should account for all eventualities, including the tapering off of high initial participation, anticipated growth, or steady membership.
For a new not-for-profit, gauging the interest in the initial marketing campaign, knowing who its audience is made up of, and how to make alliances to increase visibility can drastically increase participation. Attracting a large audience is a sure sign that an NPO is serving the public with equal access. It also means a greater chance of success for the organization itself.
