One of the biggest mistakes startup and small nonprofits make is trying to serve too many people with too broad of a mission. The result? Your message gets fuzzy, donors aren’t sure exactly who they’re helping, and your programs end up stretched thin.
The truth is this: clarity creates impact. Donors don’t give to “programs” or “initiatives”—they give to change a life. They want to see a face, know a name, and understand exactly what difference their gift is making. That all starts with one essential step: identifying your beneficiary.
In this episode of The Nonprofit Launch Plan Podcast for Startup, Small, and Growing Nonprofits, Matt Stockman walks you through a practical process to get crystal clear on exactly who your nonprofit exists to serve. With the help of three powerful questions and a simple framework, you’ll learn how to create a “target beneficiary profile” that will help you focus your compassion, sharpen your messaging, and design programs that meet real needs.
Matt also shares why narrowing your focus doesn’t limit your reach—it strengthens your effectiveness. You’ll hear examples of how this kind of clarity transforms donor communication and see how it leads to stronger fundraising, better resource allocation, and more meaningful impact.
Whether you’re dreaming of starting a nonprofit or leading one that’s already running, this episode will give you the tools to clarify your mission, communicate with confidence, and inspire donors to join your cause.
What You’ll Learn in This Episode:
Resources & Links Mentioned in This Episode:
Take Action Challenge:
This week, take the time to create your nonprofit’s target beneficiary profile. Write it down. Give them a name. Describe their needs, their challenges, and what success would look like in their life. Share it with your team and let it guide how you design programs, write emails, and ask donors to give.
When you know exactly who you’re helping, you don’t just build a nonprofit—you build trust, connection, and lasting impact.