I’m sure we can all agree that if you’re running a nonprofit or ministry, one of the most important assets you have is your story. We could also likely agree that a great deal of your success is directly connected to your effectiveness in telling that story. However, when we talk about the different platforms that you should use to tell it, we’ll likely have a lot of healthy debate.

When it comes to which platform is most effective for you, we don’t believe one size fits all. But we do believe that we all need to be students of the new platforms that are popping up—the ones that eyes and ears are gravitating toward, which may also provide you an incredible opportunity to get your story out in front of more potential volunteers, donors and advocates of your cause.

With that in mind, we continue to monitor what many are calling the “podcast explosion.” Our friends over at Marketing Profs recently put together an amazing infographic illustrating just how fast this movement is growing and who you can expect to target through a podcast. 

Here are a few of their findings that really stood out to us:

  • One of the largest podcast genres is Educational, making up 40% of all podcasts (second only to comedy). This should be encouraging news for ministries and nonprofits, who want to use a podcast to educate listeners on the causes they are passionate about.
  • The percentage of podcast listeners in the United States has doubled to 24% since 2013. This platform will continue to grow at a rapid pace.
  • If we had a penny for every time a client tells us they want to find new ways to reach millennials, we’d have a large chunk of change. Well, there’s good news if you have a podcast: millennials make up 44% of all podcast listeners (compared to Gen X at 33%, Baby Boomers at 16%, and Gen Z at 7%). They are primed and ready for your message.
  • Podcasts seem to be growing rapidly due to the overall increase in smartphones, time in transit and our desire to multi-task. It’s not enough to just exercise. Many people now feel like they need to be learning something or getting inspired while burning those calories. Interestingly enough, 52% of podcast listeners will be listening while they are driving, with another 40% listening while they’re walking, running or biking.

Again, we’re not ready to say that a podcast is a good fit for every nonprofit or ministry. However, it’s clear that this platform is growing rapidly. And if you’re looking for new ways to communicate your story with a broader audience, it might be time to consider launching one.

As many of you know, last year we launched a podcast called, Another Way. We’ve found that for us, it’s an incredible way to keep clients informed and inspired through conversations and interviews about ways to continue to grow and make a larger impact—many times by walking down paths less traveled.

If you haven’t already subscribed, you can do so here. Season one wrapped up at the end of last year and we’ll be launching season two with a whole new crop of exciting guests in the next few weeks!! Subscribe below.

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