How to Identify Your Ideal Customer
How to Identify Your Ideal Customer to Build Relationships and Maximize Sales: The Complete Guide for Business Owners and Non-Profit Organizations
If you run a business or lead a non-profit organization, you’ve probably heard people say you need to "know your audience." But what does that really mean? It means understanding exactly who your best supporters are—the ones who love your product, service, or mission, come back for more, and tell others about you. When you know who these people are, you can speak to them in a way that connects, solve their problems, and show them you understand what they need. In this guide, I’m going to break down everything you need to know to identify your ideal customer or supporter so you can attract more of the right people and grow your impact.
Why Knowing Your Ideal Customer or Supporter Matters
Imagine trying to sell snow shovels to people living in Miami or fundraising for a ski resort in Florida. It wouldn’t work because it’s the wrong audience. The same idea applies to your business or non-profit. If you’re trying to sell to or fundraise from people who don’t want or need what you’re offering, you’re wasting time and money. But if you know who your ideal customer or supporter is, you can:
Save money and resources by focusing only on people who actually want what you sell or support your cause.
Make more sales or raise more funds because you’re talking directly to people who need what you’re offering or believe in your mission.
Build better relationships because you understand their needs and challenges.
Create better ads and social media posts that grab their attention.
Know where to spend your marketing dollars – When you understand who your ideal customer or supporter is, you know which platforms and advertising methods will give you the best return.
Improve your products, services, or campaigns – By knowing what your customers or supporters value and what problems they face, you can tailor your offerings to meet their needs.
Increase loyalty and advocacy – When people feel like you "get them," they are more likely to stay loyal to your brand or continue supporting your mission.
When you clearly understand who your ideal customer or supporter is, everything you do in your business or organization becomes more focused and effective.
The Building Blocks of Your Ideal Customer or Supporter
To really understand your ideal customer or supporter, you need to know a few things:
Demographics
This is the basic information about your audience (including both businesses and non-profits):
How old are they?
Are they mostly men, women, another gender, or a mix? (Worded with sensitivity and inclusivity)
Where do they live? (city, state, country)
What kind of work do they do?
How much money do they make?
Are they married, single, or part of a community?
These details help you get a basic picture of who you’re talking to, but there’s more to it.
Psychographics
This is just a fancy word for the stuff that explains why people do what they do:
What do they care about?
What do they like to do for fun?
What kind of lifestyle do they live?
What motivates them to buy things or support causes?
This helps you understand what makes them tick and what gets them excited.
Challenges and Pain Points
What problems do they have that you can help with?
What keeps them up at night?
What are they struggling with that you can solve?
What frustrates them?
If you know their problems, you can show them how your product, service, or mission is the answer.
Buying or Giving Behaviors
How do they like to engage?
Do they buy online or in stores? Do they prefer to donate online or at events?
Do they research before buying or giving?
Are they swayed by reviews, testimonials, sales, or word of mouth?
Understanding how they engage helps you meet them where they are.
Decision-Making Process
Who makes the final call to buy or donate?
Is it them, or do they need someone else’s approval?
Do they look for the best deal, or do they care more about quality or impact?
Knowing how they decide makes it easier for you to help them choose you or support your mission.
How to Find This Information
If you already have customers or supporters, you can:
Look at who’s buying from you or donating now – Who are your best customers or most loyal supporters?
Check your social media and website analytics – See who’s interacting with your brand or mission.
Look at your competitors or similar organizations – Who’s buying from them? Who’s donating? What are those people saying in reviews?
If you’re just starting out and don’t have customers or supporters yet, you can still find this information:
Research Competitors and Similar Organizations – Look at who’s engaging with their social media posts and leaving reviews.
Join Online Groups – Find Facebook Groups or LinkedIn Groups where your ideal customers or supporters might be and see what they’re talking about.
Ask Questions – Surveys and interviews can help you learn what your potential customers or supporters need and want.
Putting It All Together
Once you have all this information, you can create a Customer or Supporter Persona – a clear description of who your ideal customer or supporter is. This helps you stay focused on who you’re trying to reach and how you can help them when you’re marketing your business, non-profit or brand.
Download the Ideal Customer Worksheet!👇
I’ve created a simple, easy-to-use worksheet to help you figure out your ideal customer or supporter. It walks you through each step and makes it easy to see who you should be targeting. Sign up below to get instant access!
Want Help Finding Your Ideal Customer or Supporter?
If you’re feeling overwhelmed or just want some guidance to get it right, I can help. Whether you want me to handle your marketing for you or teach you how to do it yourself, we can make sure you’re reaching the right people and growing your business or organization.
About the Author:
Andrea E. Bacchi is a Digital Marketing & Business Solutions Specialist with a focus on social media and email marketing at Think Dynamic Digital, LLC, Marketing Consultant with the Vermont Small Business Development Center (VtSBDC), and Marketing & Business Development Manager with Vermont Moonlight Cookies, where she broke into marketing after studying music and business in college.
To contact Andrea, email her at info@thinkdynamicdigital.com
