It’s Small Charity Week 2026, and my theme is…
‘Triage’.
That is, determining the most important things from a large number that require attention – because resources are limited and priorities matter.
So, let’s kick off with today’s jargon:
‘Audience’.
It’s one of those marketing words that sounds more complicated than it needs to be.
It simply means:
‘The people you’re trying to reach’.
One of the most common challenges I see in small charities isn’t a lack of effort or commitment. It’s trying to communicate with everyone at once:
- Service users
- Volunteers
- Donors
- Funders
- Referral partners
- The wider public.
All through the same website, newsletter and social media channels.
When everything is important, it’s difficult to give anything enough attention.
Today’s triage recommendation
Stop trying to communicate equally with everyone.
Identify the three audiences that matter most to your organisation right now.
Then ask:
- What do they need from us?
- What do we need from them?
Five-minute website check
Can a visitor tell what your organisation does within five seconds of landing on your homepage?
If not, that’s probably the best place to start.
If you’d like another pair of eyes, share your homepage with me and I’ll suggest one thing I’d prioritise first.
