When reevaluating the digital audience of my organization, I am constantly surprised by the continuation of a certain trend. As a charity, it is easy to suspect that our audience is mostly middle-aged women and seniors, as these are the groups who are considered most likely to donate. Based on the audience we actually have however, this may not be the case.
Our current social media audience (Facebook and Twitter) sits somewhat comfortably within the stereotypical charity audience, made up of between 64-70% females, most of who are in their late 20s to early 40s. It is not surprising that seniors are not highly represented in a digital audience, despite the fact that many of our donors are seniors.
What is surprising is that our website traffic consists of slightly more than 50% men, and most of them are in their 30s or early 40s. This implies that while women are happy to like and share our social media content, they are perhaps less likely to actually go to our website and make a donation. Since our ideal audience for recruiting new donors is those in their 30s and 40s, we are clearly doing something right if this group makes up the bulk of our web visits.
According to our Twitter analytics, the top interests of our followers are business, news and politics. Since we are a local charity and our target audience is the Ottawa community, I think that sharing more local ‘good news’ stories would help boost our engagement, and perhaps posting more visual posts on social media with links back to our website (or directly to the donation page) would help bring some of our female fans closer to becoming donors.