The Audience Lab
Your budget isn't too small.
It's just spread too thin.
The Audience Lab can fix that.
The Audience Lab is a three-session working program — not a webinar series — where your team builds your foundation's actual audience strategy: who your donors, prospects, advisors, and civic leaders are across five generations; what each of them needs to hear from you; and where every communications dollar should go in 2027.
Most foundations are tactics heavy and strategy light — these are your peers’ words, not ours, as reflected in the survey figures below. The Audience Lab closes that gap over three in-depth sessions, timed to land exactly when fall planning and budget season begin.
You’ll learn about understanding your audience through the lens of what we call the five M's.
Message. Medium. Motivation. Meaning. Money.
34%
of community foundation communicators are using audience personas.
Which side of that number are you on?
87.5%
of community foundation communicators are active on social media. Yet too often these efforts lack an underlying strategy to drive stronger engagement.
29%
of community foundation communicators say they understand Gen Z donors — the future of every giving pipeline.
Source: Turn Two's 2025 Communications Benchmarking Survey for Community Foundations.
Want to go inside the numbers? Check out the insights here.
Dedicate three Wednesdays.
Walk away with one targeted budget.
Three 90-minute working sessions completed before the Labor Day holiday, plus a private one-hour strategy session built around each organization's CFO/CEO budget conversation.
A completed generational audience persona framework for your foundation
A budget allocation model built on your own data
A fall planning roadmap ready for your CEO and CFO
A private strategy session to help you present it all clearly and convincingly
What you walk away with:
Community foundations and social good organizations whose communications teams are ready to move from reactive to strategic — and walk into budget season with data behind their asks.
Who’s it for?
The Audience Lab is led by two nationally known community foundation communications experts. They have a combined half century–plus record of making audiences pay attention — and take action.
Facilitated by
Elyse Hammett, APR, Fellow PRSA
Senior Brand Advisor, Turn Two
Georgia’s 2023 Hall of PR Fame honoree, Elyse led brand and crisis strategy that doubled giving for Atlanta’s community foundation and advises nonprofits nationwide on reputation protection.
Scott Westcott
Co-founder and Managing Partner, Turn Two
Scott is Turn Two's chief storyteller. For more than 30 years — first as a journalist, then as a strategist — he has connected story to impact for results clients call indelible. His persona-based storytelling work is revered in the field, and he leads Turn Two's extensive work with community foundations of all sizes.
When and where is it?
Three 90-minute working sessions
Registration Deadline: August 14, 2026
Consecutive Wednesdays
Aug. 19, 26, Sept. 2, wrapping the week before Labor Day — timed to set your team up for fall planning and 2027 budget season.
Where is it?
The Audience Lab is fully virtual.
Investment
$1,850 per organization · Up to 5 seats