Beyond the Choir: Why Nonprofits Should Look Outside Their Databases for Consumer Insights

By Erin Armstrong, Founder & Principal, Armstrong & Co.

Ask any nonprofit marketer what tools they rely on most, and you’ll hear a common refrain: the database. It’s where we track our audiences, communicate regularly, and glean insights from those who already know and love us. Email engagement, social media targeting, and membership drives are all foundational elements of a solid marketing plan.

But when it comes to gathering consumer input, too many organizations rely solely on their existing database. Why? Because it’s easy. And inexpensive. Survey tools like SurveyMonkey make it simple to send out a few questions and collect responses overnight.

These internal surveys can be useful, particularly when evaluating post-visit satisfaction, refining membership benefits, or addressing underperforming programs. But each use case comes with its own set of limitations.

With post-visit surveys, results often skew toward the most enthusiastic or the most frustrated visitors. That “gray middle” — visitors who had an average experience and weren’t emotionally invested enough to respond — isn’t captured. Yet that’s often where your most actionable feedback lives.

For other types of surveys, like naming tests or content evaluations, the challenge is different. You can’t control the response rate, and your respondents are unlikely to represent your broader audience or market. The data is directional at best, not statistically projectable, which makes it harder to confidently apply the results to decision-making.

That’s why it’s important to complement internal surveys with broader market research. Understanding your loyal audience is valuable, but it won’t tell you why others haven’t engaged, or how to reach them. If you're only listening to those already in your orbit, you're only getting part of the picture.

If your goal is growth, it’s not enough to talk to your existing fans. You need to understand why non-visitors aren’t coming. What else are they doing with their time? What experiences are they seeking? And what might inspire them to give your organization a try?

That kind of insight requires going beyond your own walls. Commissioning research that reaches outside your database allows you to:

·         Gather feedback from culturally inclined individuals who aren’t already on your radar

·         Understand public perceptions of your brand to guide positioning and messaging

·         Identify unmet needs and preferences to inform new programming

·         Test marketing messages with a representative sample

·         Build audience segments that reflect future potential, not just past engagement

Of course, this kind of market-wide surveying comes with a price tag. It requires more robust methodology, thoughtful screening to ensure respondents are actually culturally interested, and likely a research partner to help design and administer it. But the return is worth it, especially if you’re planning for long-term growth, new audience development, or organizational transformation.

This doesn’t mean you abandon your loyal base. Including them in your research is still important for benchmarking and comparison. But to evolve, organizations must resist the urge to only speak to the choir. Broader insights lead to better strategies. And better strategies lead to impact.

💡 Curious how “going beyond the choir” could help your organization? Let’s connect. I’d love to explore how these insights can support your growth and impact.

Erin Armstrong is the founder of Armstrong & Co., where she partners with nonprofits and other organizations to uncover meaningful insights and turn them into actionable marketing strategies that drive results.