Jul 2, 2026 · 35 min · 11 segments
Most nonprofit leaders assume they know where their donors come from, which marketing channels are working, and what's standing in the way of growth. Some of these assumptions are right. But wrong…
Lee WochnerHost
This is part two of our two-part walkthrough of the discovery questionnaire we run through with new clients and sometimes existing clients who need a refresh.
The reason we're doing this here on the podcast is to help nonprofit leaders refine their marketing because of course we always need to know what we're marketing and who the people are that we're marketing to and why and all those great reporting questions underneath who, what, where, when, why, and how.
Quick recap, last time we covered organizational identity and audience ecosystem, who you are and who you're for, eight questions, hopefully a notebook with some real answers in it by now as you followed along, and hopefully at least one moment where you and your team disagreed on something you assumed you'd agree on, because that's good, that's the process working.
So if you haven't done that yet, that work, I hope you will, either taking a break now to go back and do it or even starting after listening to this episode as well.
So what I'm saying here is grab a pad and a pen at some point, maybe now in preparation for this, or maybe afterward, and then you have to listen to it again.
But the purpose of this is to generate questions that you will answer and that will help you on your journey to growing your agency.
And I promise you, again, you can do these things within a day or a few days, not a week.
We do it all the time and it's great to see nonprofits have aha moments as we go through this process.
So last time, We covered parts one and two, organizational identity and audience ecosystem.
Part four is marketing infrastructure and data landscape, what tools and habits you genuinely have versus what you assume you have.
And part five is future state and success metrics, what winning actually looks like in specific enough terms that you could know with certainty if you had achieved it.
So this is the half of this episode where things tend to get a little uncomfortable sometimes.
because it asks you to look honestly at what isn't working instead of what you wish were working.
This is part two of our two-part walkthrough of the discovery questionnaire we run through with new clients and sometimes existing clients who need a refresh.
The reason we're doing this here on the podcast is to help nonprofit leaders refine their marketing because of course we always need to know what we're marketing and who the people are that we're marketing to and why and all those great reporting questions underneath who, what, where, when, why, and how.
Quick recap, last time we covered organizational identity and audience ecosystem, who you are and who you're for, eight questions, hopefully a notebook with some real answers in it by now as you followed along, and hopefully at least one moment where you and your team disagreed on something you assumed you'd agree on, because that's good, that's the process working.
So if you haven't done that yet, that work, I hope you will, either taking a break now to go back and do it or even starting after listening to this episode as well.
So what I'm saying here is grab a pad and a pen at some point, maybe now in preparation for this, or maybe afterward, and then you have to listen to it again.
But the purpose of this is to generate questions that you will answer and that will help you on your journey to growing your agency.
And I promise you, again, you can do these things within a day or a few days, not a week.
We do it all the time and it's great to see nonprofits have aha moments as we go through this process.
So last time, We covered parts one and two, organizational identity and audience ecosystem.
Part four is marketing infrastructure and data landscape, what tools and habits you genuinely have versus what you assume you have.
And part five is future state and success metrics, what winning actually looks like in specific enough terms that you could know with certainty if you had achieved it.
So this is the half of this episode where things tend to get a little uncomfortable sometimes.
because it asks you to look honestly at what isn't working instead of what you wish were working.
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