Finding ways to influence my target group

DSC04198.jpgFeedback reinforces change. To keep the process of change going, you need to provide feedback that motivates your target group and stakeholders. Visible achievements will renew and reinforce enthusiasm to continue. Feedback can be about:

Key Instructions: 
  1. Decide on which target group needs feedback and on what. 
  2. Select the appropriate time for giving feedback (see Step 13 for how to define milestones).
  3. Select the best format and media for your target group.
  4. Decide how frequently this information will be provided; keeping in mind your project's resources and your target group's needs.
  5. Tailor and adapt your message to the needs and interests of your target group.
  6. Remember to avoid information overload: concise and clear messages go a long way.
  7. Make sure your feedback helps people understand why goals have (or have not) been achieved. It is important that your feedback is encouraging and positive.
You can use the Tool: How to motivate with feedback and its checklist to organise your feedback efforts.  
Further Reading: 

Further resources on the effectiveness of consumption feedback

engage_your_target_group.jpgIn addition to the basic instruments (Step 8), there are various ways to get your target group 'on board' and engaged with your project. Finding the right combination of rational, emotional and social elements to support your intervention may be crucial for success.

Key Instructions: 
  1. Select the appropriate tools for your project:  see Tools for influencing habitual behaviour or Tools for influencing efficiency investments.
  2. Remember to also think about how to engage your target group's social environment: see Tools for engaging the community.
  3. Consider whether the tools fit your particular context.
  4. Apply your tools sensitively and flexibly: be prepared to change your approach if things don't work as planned.
Further Reading: 

Further resources on target group engagement

iStock_000004504871XSmall.jpgWhen you have designed your intervention, it is important to test whether it works before you roll it out on a large scale. This is important because:

Key Instructions: 
  1. Prepare material for presentation of your ideas and plans.
  2. Test your ideas and plans and make notes of the comments and ideas you get (see Tools: Testing your project plans).
  3. Revise your ideas and plans according to the feedback you received.

iStock_000001680387XSmall.jpgHaving analysed your problem, you should have a clearer idea which people you want to target. Your target groups can be homeowners, tenants, residents, employees, officials, teachers, students, neighbours, colleagues or consumers in a particular area, activity or organization. But you need to know more than that about them. Remember that they most likely:

Key Instructions: 
  1. Check how familiar you are with your target group (see Tools: What do you know about your target group?).
  2. Improve your understanding about your target group by doing a small-scale, easy-to-do research on them (see Tools: Tools for small-scale research).
  3. Consider how you can integrate the knowledge gained through small-scale research into your project (see Knowledge Quick Bites: What can I learn from small-scale research?).
  4. Use the lessons learned to adapt your project ideas to your target groups' needs, barriers and expectations.
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