How to Describe the Population You Serve (and Why It Matters More Than Ever)

When funders, partners, or potential donors ask who you serve, your answer can’t just be broad strokes like “at-risk youth” or “low-income families.” To stand out—and to truly honor your work—you need to describe your population with clarity, respect, and nuance.

Whether you’re writing a grant proposal, crafting your website, or preparing for a donor pitch, here’s how to describe your population more effectively—and what to consider in today’s evolving nonprofit landscape.

🎯 Be Specific and Grounded in Data

Funders want to know who you're serving, where they are, and why they need support. Start with the facts:

• Demographics: Age, gender, race/ethnicity, income level, education

• Geography: Neighborhoods, cities, regions—get as local as possible

• Barriers or needs: What are they experiencing that your organization addresses?

Example:
Instead of saying “we serve underserved communities,” try:
“We support predominantly Black and Latino youth ages 12–18 in East Oakland who are experiencing barriers to academic achievement due to systemic inequities in housing and education.”

🧭 Avoid Labels That Flatten or Stereotype

Terms like “disadvantaged,” “marginalized,” or “underprivileged” are common—but they’re also vague and sometimes unintentionally demeaning.

Try to:

• Focus on strengths, not just struggles

• Use person-first language (e.g., “people experiencing homelessness” vs. “the homeless”)

• Avoid broad generalizations—your audience deserves dignity and precision

Ask yourself: Would someone from this population recognize themselves in your description? Would they feel respected?

📊 Use Community-Driven Language

Whenever possible, use the words your community uses to describe themselves. That might come from surveys, focus groups, interviews, or direct feedback.

Bonus: Funders increasingly look for community-centered approaches. Showing that your language comes from the people you serve—not just internal staff—demonstrates respect and authenticity.

🔍 Connect the Population to the Problem—and the Solution

It’s not enough to describe who you serve; connect that population directly to your mission. How does your work improve outcomes for this group?

Frame it like this:

• What’s the gap this population faces?

• How does your program fill it?

• What changes when they’re supported?

Example:
“We work with immigrant families in rural North Carolina who lack access to culturally competent healthcare. Through our mobile clinic program, 800+ families have received vital services in their primary language—closing gaps in access and improving health outcomes.”

🧠 Stay Current and Inclusive

Language evolves. So should your descriptions. Stay current with terms around gender, race, ability, and identity—and be open to adapting as the communities you serve change and grow.

Final Thoughts

Describing the population you serve is more than just a grantwriting checkbox—it’s a chance to show that you truly understand the people at the heart of your mission. When you lead with clarity, respect, and data, your storytelling becomes more powerful—and your fundraising more effective.

Sheena Link is the co-founder of PureGrant, an AI grantwriting tool helping nonprofits save time and win more funding. She’s all about making fundraising easier, smarter, and less stressful.