COM0014 – Target Audiences

One of our goals at Inn From The Cold in Newmarket, Ontario, is to increase the number of volunteers and donors supporting the organization. The Board Chair and I have been providing a PowerPoint presentation to community service groups over the last few months and have been well-received.

IFTC PPT Image

 

Hopefully these presentations will translate into the support we need. However, it’s hard to find groups that will have us. I’d like to know more about how to approach similar groups in a way that will make them welcome us as presenters.

 

So my target audience is charitable community service groups in York Region, Ontario, usually consisting of tight knit groups of people. People in these groups are individuals with an interest in:

  • giving back
  • community development
  • social activism

Reflecting on this group and incorporating what I know about our existing volunteer and donor base, as well as the attendees at previous presentations, I expect this group to have the following demographic characteristics:

  • married
  • middle class
  • even split of male/female
  • 40 to 70 years old, may be retired and have grandchildren
  • member of a Christian faith

In researching the target audience, I checked a few platforms. A search for homelessness on WordPress reveals that there is a huge interest in the topic. I had my eyes opened while searching because of this blog, which provides some insight about a specific audience I hadn’t previously thought of – the LGBT community.

Further insights came from Facebook pages: The Homeless Hub (an Education Website) and Raising the Roof (a non-profit organization). Either of these sites could be a good place to become engaged to increase our presence on social media and reach the target audience.

Homeless for 10 yrs

Raising the Roof has conducted a successful online campaign to create an awareness about homelessness. One of their YouTube videos, in which homeless people read mean tweets, currently has over 1.3 million views. There is a great deal of engagement in the comments, so this may be a good place to begin an effective conversation as well.