Think About the Person You Want to Reach
As a proud member of the human race (and a card-carrying member of the Norwex Movement), you’ve decided to jump in and make a difference in this world. You see a need, and you have a few ideas that might help, so you’ve determined to get out there and take it on!
Kudos to You!
Members like you are at the very heart of what the Norwex Movement is all about—making small, conscious choices that will have a positive and hopefully long-lasting impact!
No matter how big or small it is, your community outreach project will be amazing! You’re doing the groundwork to make sure of that!
- You’ve thought about various ways to make a difference
- You know what you’re passionate about
- You have a pretty good idea of who you want on your team, cheering you on and making a difference right alongside you
- You’ve thought about your end goal—what specific change you want to effect or the awareness you want to create.
Now it’s time to think about who it is exactly that you want to reach.
Who’s Your Target Audience?
Who is it that you want to become more aware of the problem or issue that you feel passionately about? Who is it that you want to join you in making a change for the better?
Your target audience includes not only your own team of volunteers, it also includes the people who will be impacted by your efforts.
Why is it important to think about your target audience and try to define who they are?
It’s important because the better you know them, the better you’ll know how best to reach them. In other words: by knowing your audience, you’ll know what makes them tick—and what they will respond to.
And getting someone to respond is the key to successful outreach.
Match Your Target Audience to Your Goal
Of course, determining who makes up your target audience depends largely on the goal you have in mind. If your goal is to “teach your family about the dangers of harmful chemicals in your home,” then your target audience is your family. That one is kind of a no-brainer.
But say your goal is to “clean up a city park.” Your target audience is likely to be the neighbors who live in the area surrounding the park. Or perhaps the owners of businesses near the park. Or maybe it’s the parents of the kids who use the playground equipment—or the kids themselves. It could even be the city government. Or maybe it’s all of the above.
And what if you want to not just clean up the park, but to keep it clean? How might that affect the makeup of your audience? The point is to 1) Make your goal as specific and achievable as possible and 2) Think about who will be receiving your message and the best way to talk to them.
Once you have a pretty good idea of who’s in your target audience, you can “aim” your message specifically at that group of people. (Or, in situations like the park cleanup example above, you could create versions of a message to aim at the various target audiences.)
A Word to the Wise
When determining whom your target audience will be, try to stay as specific as possible. The more your audience has in common, the more effectively you can speak directly to them—and the more likely they’ll be to respond!
Take our Home Office Community Outreach Project, for example. Our target audience is “local business leaders.” This closely aligns with our goal of creating a forum for local businesses to talk about sustainability and help each other make positive changes. Now that we know who our audience is, we will do a bit of research to discover the best ways of reaching and connecting with them!
Now it’s your turn. Below are some examples of target audiences. Try to think of a few ways you could motivate each group. What tools would you use? What emotions would you appeal to?
- Your own family
- Your neighborhood, town, nation
- Your church, city council, congressman
- Customers at your local grocery/gas station
- Parents of the PTA
- The next generation