Hard data means nothing without knowing what your people are thinking and feeling.
Beyond the standard demographic data (age, gender, education, income, etc), do you know the psychographic profiles of your audience? Do you know who they really are and what they want? Most importantly, do you know what your users need? Too often Nonprofit Organizations focus on who their audience members are. Those demographic details are as deep as anyone looks.
Rather than looking at these superficial descriptors, dig a little deeper by using Psychographic Profiles and Behavioral Targeting. Once you know why your audience does what they do, then you can change the conversation and develop a connection that will cause them to do what you want them to do.
The only way that advertising, marketing, and branding work, is if it motivates a person to action. And the only way to influence action is by getting inside someone’s head. And knowing how they think, feel, and behave. Those are psychographics and they tell a deeper story than just what’s on the surface.