What kind of demographic descriptors should I report?
Demographic descriptors will be determined by the type of work that your organization does, or your client/member base. With regard to events, it may also include the populations that have traditionally attended, or are expected to attend, the proposed event. Although providing geographic information on your client base or event attendees is useful and important, keep in mind that geographic information is not the same as demographic information.
The basic demographic descriptors to include are age, gender, household income, and race and/or ethnicity. These should be broken down into approximate percentages. Additional descriptors may include primary language, country of birth, level of education, political affiliation, church attendance, sexual orientation, disability status, rural vs. urban clientele, repeat vs. first time audience, etc.
Regarding media releases or advertising, please indicate the specific names of the publications or radio stations that will be utilized, including as much information as possible about circulation and expected community exposure. This information can be obtained directly from the media organizations with which you will be working.
If you don’t have a system in place to collect basic demographic information on your constituents, providing an educated estimation on your grant application is better than no information at all.
Why does the Gay & Lesbian Fund ask for demographic information?
Your staff and volunteers have first-hand knowledge of the people who use your services, and/or attend your events. The demographic information you provide helps the Gay & Lesbian Fund grant review team – as well as your own organization – better understand the populations you serve. This knowledge can help you customize services or fundraising approaches to best fit your clients and donors.
What if my organization does not collect demographic information? Can I use census information for my community?
No. Census information is an accounting of EVERYONE in your county, city, or town, which may not reflect whom you are serving or attracting to your organization. Although an understanding of who lives in your community is helpful, your constituents may not mirror the census date.
If you don’t have a system in place to collect basic demographic information on your constituents, providing an educated estimation on your grant application is better than no information at all.
We are anticipating our demographics to change in the next year. How do we report the anticipated change?
Specify and include information on any additional demographics you anticipate impacting your organization during the grant year for which you are applying. This may be done in narrative form as an addendum, followed up by the submission of a revised demographics chart after the change is complete.
My organization does not collect demographic information. How can I find out more on how to collect this information?
Understanding your client and donor demographics is an important step to customizing programs and fulfilling client and donor needs. Basic demographic surveys can be executed quickly and inexpensively through internet surveys, or questionnaires distributed to a random sampling of your constituents. If you do not currently have a survey system in place, providing an educated estimation on your grant application is better than no information at all.