If you'd like to better understand how to think about and use market research and planning tools, check-out this Washington Post article about the Round House Theatre.
According to the article, the Round House is a small venue "in a theater town as highly saturated as Washington, with no guarantee" its survival strategy will keep it alive. "The trend across the nonprofit theater world is declining financial resources, owing among other things to the economic downturn and a consequent downtick in donations. This, of course, affects the ability of companies not only to stage expensive productions but also to develop effective strategies to retain customers and lure new ones." There's a bit more description of the target audience but kudos to the article's author for a fine and brief market environment analysis. Be sure to review the planned strategy as well.
I believe this to be the type, both content and length (for those limited attention span board members) of analysis every nonprofit board member should be presented as they consider their respective institution's future.
