Why Nonprofits Should Podcast (Even If Only 10 People Listen)

One of the reasons organizations hesitate to start a podcast is the numbers. “What if only a handful of people listen?”

That concern makes sense if the goal is building a large audience. But most nonprofits are not media companies. Their purpose isn’t to attract thousands of anonymous listeners. Their purpose is to deepen relationships with the people who already care about their work.

And for that purpose, a small podcast audience can be surprisingly powerful. Imagine ten people listening to a twenty-minute conversation about the work your organization is doing. That’s ten individuals who are hearing the stories behind the headlines, the motivations that drive your staff, and the human side of the mission. They are spending real time with your organization.

Ten people who listen closely are often far more valuable than a thousand people who scroll past a social media post.

Podcasts also create something many nonprofits lack: a regular place for thoughtful conversation. Staff members can talk about the work they care about. Program leaders can explain what’s really happening on the ground. Supporters can hear directly from the people doing the work.

Over time, those conversations form a kind of audio archive of the organization’s life.

There’s another advantage. Podcasts create content that can be used in many ways. A single conversation can become a short article, a few social media posts, or a quotation in a newsletter. The recording itself becomes a resource you can return to again and again.

None of this requires a large production team or expensive equipment. A quiet room, two microphones, and a thoughtful conversation are usually enough. Let’s get on the phone and discuss how easy it is to create a great podcast! I’d love to have a chance to share my enthusiasm about this medium since its genesis in the mid 2000s.

If ten people listen carefully, that’s not failure. That’s ten people who understand your work better than they did yesterday.