--- title: 10 audiences you didn’t know your nonprofit had description: Discover 10 overlooked nonprofit audiences to engage for better fundraising results, and learn expert strategies from RKD Group's latest insights. image: https://blog.rkdgroup.com/hubfs/BlogDoodle_Audiences.png --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [What happens when a 'long shot' becomes the leader? | Susan Blouch, Lebanon Rescue Mission](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission) “They are never going to give this job to a woman,” a friend told Susan Blouch. 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A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Audience-First](https://blog.rkdgroup.com/topic/audience-first) # 10 audiences you didn’t know your nonprofit had By [RKD Group](https://blog.rkdgroup.com/author/rkd-group) How do you know what you don’t know? These scenarios are typically called “unknown unknowns,” and they’re one of the most difficult aspects of planning and long-term strategy. For example, who in the nonprofit space could have predicted the global pandemic in 2020 and everything that followed? We’ve talked and written a lot about audience-first fundraising and the path toward nonprofit organizations [embracing this strategic shift](https://blog.rkdgroup.com/embracing-audience-first-fundraising-a-strategic-shift-for-nonprofits). That’s because it’s not the future of fundraising; it needs to be the present. You can probably think of [audience groups within your donor file](https://blog.rkdgroup.com/omnichannel-is-not-audience-first) a few different ways—donor pyramid, donor lifecycle or possibly generational. We’ve even highlighted some [key audiences to consider](https://blog.rkdgroup.com/do-you-have-a-plan-to-reach-these-critical-audiences), like mid-level, monthly and lapsed donors. But what about the audiences you don’t know about? The ones you haven’t considered? The unknown unknowns? In this blog post, we’ll break down 10 key audiences you didn't know you had—or maybe haven’t considered lately: 1. **Frequent Donors** These individuals give multiple times a year, but they’re not monthly donors, and they haven’t cleared the bar for your mid-level program. Instead of simply speaking to them like your standard core donors, treat them like sustainers. Give them more personalized recognition and opportunities to deepen their involvement. 2. **Business Donors** Some donors give in celebration of business milestones, appearing like regular contributors. Engage them with tailored communication, highlighting partnership opportunities and shared impact stories. 3. **Tribute Donors** Tribute giving offers a unique way to honor others and their contributions, and it’s not limited to health-related causes. Position your organization as the go-to for memorial or celebratory gifts by creating dedicated campaigns and messaging. [Consider a few tips](https://blog.rkdgroup.com/the-future-of-tribute-donor-retention-what-will-your-nonprofit-do-to-innovate) for engaging this group. 4. **Match Donors** These supporters love the excitement of matching gifts, but they simply don’t show up for other appeals and opportunities. Rather than lamenting that, try leaning into their habits and only include them in your match campaigns. 5. **Match Sponsors** Speaking of matches, mid-level or business donors can make excellent match sponsors. Test messaging to engage them as leaders in driving your mission. We’ve seen success with clients who have built campaigns to ask for support from match sponsors. 6. **Disaster Donors** These individuals step up during emergencies, from hurricanes, to wildfires, to tornados and even pandemics. Consider reaching out to them for smaller-scale emergencies, like animal rescues or facility replacements (e.g., a broken freezer that will result in spoiled food). This helps to keep them engaged more frequently with relevant appeals. 7. **Legacy Donors** Those who have supported you for 10+ consecutive years deserve special acknowledgment. Recognize their loyalty with exclusive communications or small gestures of gratitude. A little something extra goes a long way here for this dedicated group. 8. **Hispanic/Multicultural Donors** According to the U.S. Census Bureau, 68 million people in the U.S. spoke a language other than English at home in 2019—a number that has tripled since 1980. Within that group, 62% speak Spanish. Are you reaching out to these 42 million potential donors in the language they speak? 9. **One-and-Done Donors** Reignite the passion of donors who only gave once with impact stories, updates and opportunities tailored to their initial giving interest. Or you may consider that this group is not worth the effort, and you can reinvest those dollars in another audience that delivers a better ROI. 10. **Almost Donors** Some people visit your donation form but don’t complete the gift—let's call them “almost” donors. Consider a few small pushes to get them over the hump: - Abandoned cart paid media retargeting—ad creative that tries to get them to come back and finish their gift - Exit stall lightbox—a popup that displays as they are trying to exit the page or use the browser’s back button. This would be a little bit of a “wait, don’t go” plea. - Follow up email—sent to those who clicked a donate link in an appeal but didn’t make a gift. By identifying and engaging these overlooked audiences, you can strengthen relationships, maximize impact and create a donor-centric approach that thrives in any fundraising climate. Feel free to drop a note in the comments about other audiences we’ve missed. Let’s reduce that number of unknown unknowns! ### [RKD Group](https://blog.rkdgroup.com/author/rkd-group) RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible. 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