Look for Patterns in Names
Nonprofit Communications Report · 2023
Is Facebook still your supporters' preferred platform? Will a new TikTok feed be worth the time and effort? Generally, user demographics like age or gender can help organizations answer those questions, but when a database presents gaps in these areas, there's another effective point of reference: first names. “Export lists of your donors by donation level and look at their names,” says Beth Brodovsky, president of Iris Creative Group Inc. (Fort Washington, PA) and author of FocalPoint, a newsletter that helps nonprofit communicators navigate the process of creating an audience-centered brand. “You can learn a lot about the gender and age of your audience as name trends often run in 10-year cycles. ‘Jessica’ was popular in 1993, and ‘Lisa’ was number one in many states in 1963.” Analyze these patterns and use your findings to craft messages for platforms where your target audiences are already spending their time.