How to set a presentation goal
How to prepare for a Question and Answer session
Creating a powerful presentation isn’t just about what you say—it’s about who you’re saying it to. In the charity sector, your audiences can vary widely, from corporate sponsors to individual donors, each with unique motivations. Understanding your audience is the foundation of a successful presentation and can be the difference between polite applause and real action.
In this post, we’ll explore why tailoring your presentation to your audience matters and how to make sure your message resonates.
This post is part of our series of articles on presentation and public speaking advice for charities.
Download the Charity Presentation Skills Guide here
Why is it important to consider your presentation audience?
Every audience is different. A room full of philanthropists won’t be moved by the same things that excite local community volunteers or policy influencers. By taking the time to understand your audience, you can craft a message that feels personal, relevant, and compelling; you will increase your chances of success.
Think about it:
- Corporate sponsors often care about impact metrics, return on investment, and brand alignment.
- Individual donors may be drawn to emotional storytelling and a clear understanding of how their contribution makes a difference.
- Policymakers might prioritise evidence, data, and alignment with their policy goals.
Tailoring your presentation to these nuances ensures you speak to what matters most to the people in front of you, making your message both impactful and memorable.
What are the risks of ignoring your audience?
Presenting without considering your audience can lead to:
- Disconnection: Your content may feel irrelevant or impersonal.
- Missed opportunities: Key points might fail to land because they don’t address your audience’s priorities.
- Wasted time: You risk overloading people with information they don’t need while missing what they do want to know.
In contrast, presentations that are customised to the audience are far more likely to engage, inspire, and achieve results.
How can I tailor a presentation to the audience?
Tailoring your presentation doesn’t have to be a daunting task. Here’s how to ensure your message connects:
1. Do Your Homework
Researching your audience is the first step in building a really meaningful connection. Ask yourself:
- Who will be in the room? Are they philanthropists, local businesses, policymakers, or individuals with a personal link to your cause?
- What do they care about? Understanding their values and priorities helps you craft a message that resonates.
- What do they already know? Avoid repeating what they’re familiar with and focus on delivering fresh, relevant insights.
For example, if you’re speaking to corporate sponsors, look into their corporate social responsibility (CSR) strategies. Are there areas where their goals overlap with your work? Highlight those connections.
2. Tailor Your Language and Key Messages
Once you understand your audience, adjust your language and content to reflect their priorities. Here’s how:
- Use relatable examples: Instead of broad statistics, offer case studies or stories that mirror your audience’s interests.
- Focus on shared values: If you’re speaking to volunteers, emphasise the human connections they’ll build through their involvement. (This one is really important, as often people won’t ‘open their ears’ until they believe in you, or can relate to you as a human)
- Avoid jargon: Speak in plain, accessible language unless technical terms are necessary and are understood by your audience.
3. Ask Ahead of Time
If possible, reach out to organisers or audience representatives before your presentation to gather insights. Ask questions like:
- What are your biggest concerns or priorities?
- What are you hoping to take away from this session?
Use this information to refine your content. For example, if you learn a policymaker in your audience is focused on youth unemployment, you could include statistics or case studies that highlight how your charity addresses this issue.
4. Adapt in the Moment
Even the best-prepared presentation can benefit from flexibility. Pay attention to your audience’s reactions:
- Are they leaning in and nodding? Great—stay the course.
- Do they look confused or disengaged? Be ready to clarify points or shift your tone.
Interactive elements like Q&A sessions or live polls can also help you gauge audience interest and adjust your approach in real time.
A real example: Tailoring in Action
Imagine you’re presenting to a group of corporate sponsors about funding a new community initiative. Here’s how tailoring your approach could make all the difference:
- Do Your Homework: Research shows this group is interested in improving their brand reputation through CSR efforts.
- Tailor Your Content: Focus on the visibility their sponsorship will provide, such as featuring their logo at events or in press releases.
- Incorporate Data: Highlight measurable outcomes, such as how their funding will directly support 500 local families.
- Add Emotional Appeal: Share a compelling story of one family who would benefit from their support.
This approach combines logic and emotion, appealing to both the head and the heart.
The Power of a Tailored Approach
When you understand your audience, you can transform a generic presentation into a meaningful dialogue. Tailored presentations:
- Create connections: Audiences feel seen and valued.
- Inspire action: Relevant content motivates people to take the next step.
- Achieve goals: By aligning your message with audience priorities, you increase the likelihood of success.
Takeaway: Know Who You’re Talking To
Understanding your audience is the secret ingredient to a successful presentation. When you take the time to research, tailor your content, and align your message with their priorities, you create a presentation that truly resonates and will achieve your presentation goals.
Explore more Charity Presentation Skills advice!
This article is a part of our complete guide to Outstanding Presentation Skills for Charities and Purpose-Driven Organisations (it’s a catchy title, isn’t it?!).
The guide shares top tips, tricks and techniques to make all aspects of your charity presentations super effective. It is completely focused on helping you to highlight the impact that you are making and to achieve your charitable goals.
You can view all of the articles within the guide at the links below, or download a quick guide here.
- How do I measure my presentation success?
- How should I start my presentation?
- How do I connect with my presentation audience?
- How do I be concise in a presentation?
- How can I tailor my presentation to the audience?
- How do I highlight impact, within my presentations?
- How can I make my presentation truly compelling?
- How should I use emotion and logic in a presentation?
- How can I add audience participation into my presentation?
- How do I write a clear presentation Call To Action (CTA)?
- How do I successfully use technology in a presentation?
- How can I use a story structure to make my presentation more engaging?
- How do I use visual aids in a presentation?
- How do I use props in a presentation?
- How do I include testimonials in my presentation?
- How should I rehearse my presentation?
- How to prepare for a Question and Answer (Q&A) session?
- How do I improve my presentations?
Meet your charity public speaking expert...
Hi!
I’m Rich Watts and I design and deliver presentation skills training for charities (and a host of other organisations too!) that need their people to inspire, persuade and motivate audiences. I am fortunate enough to have won the UK Business Speaker of the Year competition way back in 2012, and since then I have been using all of my geeky knowledge and Third Sector experience to help charities like yours.
