Target group is a group of people that somehow benefit from your organization’s program, project or campaign. These are also the people to whom you are going to deliver your messages in the digital campaign, so you can achieve your goals. But not all of the people in your target group (segments) are looking for the same value, so that’s why we first have to make division/segmentation of your target group.

For our purposes, you will divide your target group into several segments to whom you are going to send a message. Each message will be developed in a way that fits values each segment needs, but we will deal with it a little bit later. Since we are not able to serve all people, we need to keep our product focused only on those groups through which we can accomplish our goals. Therefore, it’s recommendable to have as little as possible number of segments, but at the same time we must be sure that we didn’t neglect certain group which can be beneficial for achieving the aim of our campaign.

Picture No. 6. Segmentation of the target group

Example: Some NGO manages a portal AktivirajSe.Info for few years now. It aims to raise activism of high school students, make it more systematic and more efficient, by linking youth organizations and their programs with high school students and their wishes for personal development, through unique data base. In order to achieve its goals, organization did the following segmentation presented on the picture No. 6

Describe each Segment shortly

After defining and naming all beneficiaries, write down short description of each beneficiary and focus on describing only main characteristics that make difference to other beneficiaries. Following set of questions can serve as a starting point for your description process, but discuss within your team what are the other questions which can help you describe your beneficiaries more deeply, which are related to your project idea:

  • What is their age?
  • How are they educated?
  • What are their beliefs and values?
  • How do they communicate and get information?
  • Where do they meet?
  • How are they situated?

Be aware that most of the insights are still your hypothesis and that we have to prove this hypothesis by some research with direct contact to individuals from different beneficiaries, and correct the descriptions afterwards.

Prioritize segments of your target group

Main thing after segmentation is prioritization of the beneficiaries (by size, value impact, profit or cost, influence…) and decision which segments are we going to serve in the beginning and which segments we will serve later, where the top priority beneficiary will be smoothly and seamlessly served. We don’t have to serve all our segments, we begin with segment that gets the most of our value. Do this by giving them points from 10 down, meaning 10 points is a top priority beneficiary. In this point you should have ranked and described in detail all segments/beneficiaries of your project.