Demography: An Essential Part of a Nonprofit’s Strategic Planning

DEMOGRAPHY: AN ESSENTIAL PART OF

A NONPROFIT’S STRATEGIC PLANNING

Mention the words Demographic Study to a Senior Manager of a nonprofit organization, and you’re likely to hear one of the following responses:

·      “It’s a luxury that we can’t afford!”

·      “Who’s got the time?”

·      “We know what we’re doing!”

·      “We do it our way!” 

Scientific studies of human populations seem difficult, burdensome, costly, and even unnecessary. Many fundraisers and social service program professionals often work in the present and may have little time or resources to consider the future.

Planning professionals have a very different view. The essence of their jobs involves the acquisition of facts from which they can determine the needs of their constituents; the extent to which those needs are unmet or fulfilled; the ways in which the needs may change in the future; and the ways in which their nonprofit will address future needs. Demographic studies performed by well credentialed demographers is the gold standard for determining the needs of specific populations served by the nonprofit, consistent with its Vision and Mission.

There are certain facts at our disposal right now, but they are limited in number and lacking insofar as first-hand knowledge of a beneficiary’s needs. The Census informs us that the estimated population of Palm Beach County in 2021 was 1,497,987; that the population of Boca Raton was 97,468 and Delray Beach is 68,110. Other census data is available, yet none of its numbers address the needs and wants of the persons counted. 

Typically, a demographic study aggregates facts, profiles each respondent, and determines the prevalence or absence of common characteristics.  On a macro level, this feedback enables the nonprofit to prioritize the issues it will address, and to plan for the future should the needs or wants of the community change.   

Demographic surveys need not be complex and expensive. Cost is affected by the number of survey respondents, the number of questions asked, acquiring enough completed responses to render the study statistically sound, and whether the nonprofit retains an expert in demography to help prepare the questions and to analyze the data.

Generic survey questions are available online at a small fraction of the cost of hiring an expert. As an example, Survey Monkey’s website suggests questions to be asked of businesses engaged in nonprofit programming. It recommends that surveys be used periodically “…to make sure that your programs align to the evolving needs of those you serve.

A nonprofit engaged in creating its own survey should be aware that not all respondents complete and return their surveys. To enhance response rates, Survey Monkey suggests the following:

·      Confirm that all responses are anonymous, thereby assuring the respondent’s privacy;

·      Advise each respondent of the purpose of the survey.

·      Shorter is better (i.e., more likely to be completed and returned).

Finally, here are three recommendations for nonprofits who decide to undertake a demographic study for the benefit of its beneficiaries:

1.     Design the survey questions to acquire data from respondents which enable the nonprofit to determine whether its performance is addressing its vision and mission.

2.     Populate the Planning Committee and/or Board of Directors with persons representing diverse interests.

3.     Create a compelling narrative, using demographic data from the completed survey to identify and prioritize the current and future needs of the persons served by the nonprofit. The “story” becomes an important, well documented source of information for the nonprofit’s Board of Directors, its management, its donors, its supporters and the community at large. Trends established from the data collected can be used in support of grant applications seeking government and/or foundation funds. 

Demographic data provides the best evidence of a nonprofit organization’s present and/or future needs. If designed correctly, it will help to establish priorities, document facts and opinions of its constituents, and support fundraising for special projects. Nonprofit organizations have said that they can’t afford the cost of demographic studies from time to time. In my opinion, nonprofits cannot afford to defer demographic studies indefinitely. If necessary, they should finance the cost, seek funding of the study through grants, or identify stakeholders willing to incur the cost.

Stuart R. Silver

SRS Consulting, Inc.