Audience Analysis and Segmentation in Non-Profit Marketing: Methods and Applications
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Article | NEYA Global Journal of Non-Profit Studies
Year: 2025
ORCID: https://orcid.org/0009-0009-5669-1676
DOI: https://doi.org/10.64357/neya-gjnps-prdvnevlmximp-04
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About the Article
Audience analysis and segmentation are foundational for effective non-profit marketing and communication. This article explores practical, cost-efficient methods for understanding stakeholders’ demographics, values, behaviors, and motivations, emphasizing approaches suitable for resource-limited contexts. Segmentation techniques—including demographic, geographic, psychographic, behavioral, and technographic—are discussed alongside persona development as a tool for humanizing data and guiding tailored messaging. Illustrative examples, such as a rural teacher persona and social media analytics, demonstrate how organizations can craft strategies that resonate with diverse stakeholder groups. By integrating research, segmentation, and personas, non-profits can optimize outreach, strengthen relationships, and maximize social impact, providing both theoretical grounding and actionable guidance for practitioners.
Key Topics
- Audience analysis
- Segmentation
- Non-profit marketing
- Stakeholder engagement
- Audience personas
- Data-driven communication
- Targeted outreach
Suggested Citation
Kazanskaia, A. N. (2025). Audience Analysis and Segmentation in Non-Profit Marketing: Methods and Applications. NEYA Global Journal of Non-Profit Studies. Neya Global Publishing. https://doi.org/10.64357/neya-gjnps-prdvnevlmximp-04
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