Nonprofit Sustainability: It's about knowing your market

Great article in today's LA Times focused on the performance arts but really providing some sound thinking about what it takes for a nonprofit to keep going especially when the target audience appears to be changing.  The author has a sense of humor too, so this might be something to share with the board. 

Basic message, know your audience and then, keep knowing your audience.  This applies to beneficiaries of services and donors.  Sustainability is about good market research, and then being sure that the offerings (products, services, benefits) match the market.  Sometimes change is necessary - other times not.