How to Clearly Define Whom Your Organization Serves

If you want to serve well, you must first know who you serve

Many organizations exist to “help those who need it.”
But that phrase, though noble, is too broad. It does not allow for effective program design, measuring results or attracting allies.

The clarity about Who we serve is the starting point for everything:
of strategy, impact, communication and financing.

An organization that does not define its target population ends up dispersed;
one that does, becomes focused, relevant and financial.

What it means to define “whom we serve”

Defining the target population means identifying:

• who they are,

• in what context do they live,

• what barriers they face,

• what they want to change,

• and how your organization can accompany that change.

Signs that it's not clear who you serve

• Your message is generic and does not connect with donors.

• Your team responds differently when asked “Who are we serving?”

• Your programs are trying to cover too much.

• The community does not feel reflected in what you communicate.

• You have trouble explaining how different you are from other organizations.

How to define who you serve: guide in 5 steps

1. Identify a specific group.

2. Describes your current reality.

3. He recognizes their barriers and pains.

4. Define what you want to change.

5. Connect with your proposal.

Practical example

Poorly defined population:
“We serve vulnerable families.”

Well-defined population:
“We serve families displaced by violence living in informal settlements and need access to safe housing and emotional accompaniment.”

When you define who you serve, your programs improve, your message gets stronger, and your impact is multiplied.
At SIGUE Network we help you achieve that clarity.

contacto@siguenetwork.org

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