Framing and Targeting audiences chapters 3 &4.

In chapter 3 of SCFN they discuss the importance of conducting research and targeting audiences. They tell how it is important to make sure you and everyone working with you understands just who you are targeting, for example if you are trying to start a program for teens then you might want to post messages on lets say facebook. However if you are trying to raise money for fundraisers you are going to want to focus on adults because they are going to have income. See it is simple you have to know who you are trying to target in order to gain progress in your project. After you have found whom you are targeting now its time to put in the research. Some ways to perform this research is by conducting public polling, interviews, media, or researching online. These are just some of the point that are important when getting started.

Ok so in chapter 4 we turn to how we should frame our messages. Many nonprofits do this by using value-based messages the book gives an example of this when it states, “for some groups, these may be values related to care or one’s principles” (45).  This chapter tells how you have to have lets say a attrition getter this is the frame it makes them want to see what you are talking about they don’t just glance over it. An example of this in the book is on (Pg.50-51) when it tells how when a focus group was conducted about U.S. aid to poor or developing countries someone always says “it is better to teach a man to fish that give him a fish”. This is showing ones American values, which are more likely to be heard than others. Another Intrusting section of chapter 4 was the circles of communications; this was developed by Cince Breglip a leading Republican research analyst and public opinion expert on a range of issues that include the economy, the environment, international affairs, education, family policy, and women’s voting patterns. He shows here the different ways that people hear about ideas and issues. He uses 7 levels:

1.     Individual

2.     Nuclear Family

3.     Extended Family

4.     Close friends and associates

5.     Clergy, doctors, and counselors.

6.     Newspapers, direct mail, and internet

7.     Mass media: radio, TV, cable, satellites, and movies.

 So when I was reading these chapters I could not help but think about this nonprofit that I saw on TV the other day called Krochet Kids International, when I was looking at their website I noticed how they really centered their product to youth and told about how the founders like to surf and snowboard they even partnered with Volcom a more extreme sports kind of clothing brand to help target a younger crowed. Also this group breaks down under the “our mission” tab Just what their mission, values, and visions are. Seeing this really helped me to see what these chapters are talking about.  

Here are two videos that show targeting one the Volcom video aimed to younger crowed and the other is a Peru video aimed to find funding so aimed at potential investors.