We are learning that there really is no mass audience; hence, not really effective mass medium.

To answer part one of the first question, that is How do you determine your target audience. My suggestion is that before beginning any campaign, your planning should start with your OBJECTIVE, i.e., what do you want to achieve AND whom do you want to “do” what?

If you have a non-profit and you want to raise money, your target audience would certainly include (a) people who are passion and/or empathetic with your program and (b) people who have the money to donate. If, however, you are looking for volunteers, you would want the same (a) but your (b) would be people who have time.

You mention that there are “so many,” but make certain that you clarify your objectives and then perhaps you can narrow the target audience to a group, which will be easier to “profile,” i.e. describe.

Your second question has a simpler answer. Of course, you would definitely like to research what your competition is doing, but whether you follow them will then be up to you. How carefully did they profile those they follow? Their followers, however, would be a good place to start.

Your third question is much more complex. How you structure a message has many dimensions — beginning with a precise customer profile AND an objective.

We can try to deal with a more complete answer if you get back to me with that objective and customer profile.

Thanks so much for asking. Looking forward to our next class together.
Shari

1) How do I determine my target audience? There will be so many and I am not sure how to manage this?

2) Do I follow other non-profit organizations that my client would be in competition with?

3) How would I structure my key messages? After determining the clients target audience how will I get key messages to most stakeholders without directly asking for donations and also keeping the tweets up to date with program/events ect?