The target audience is people in Northeast Arkansas and Southern Missouri areas who have at least some disposable income. For theatre, entire family units would be targeted. Most donors are between the ages of twenty and forty without children. Older people who have grown up taking part in the FOA would especially be targeted because they would want others to have the same experiences they had.
This organization is part of and serves the community, which brings people together and gains community trust. The community can then be taught collaboration and team-building skills. Donors can get a tax deduction when they donate, which means that they get that money back. They also have a powerful sense of community and ultimately, they feel good knowing they could help a non-profit organization. Younger donors get the benefit of being able to put a record of their help with the FOA on resumes. Studies have even shown that companies want employees who are more creative, showing that creativity is beneficial in all professional pursuits.
In my research for this project, I found out how to get people to donate to something that doesn’t always directly benefit them. Appealing to the emotions of the target audience is always a sure-fire way to get their attention.
My Big Idea for this campaign, “Don’t want to create? DONATE” is to appeal to donors who normally would not take part in artistic endeavors. I had an idea for the headline “Let’s Get Messy!”, but the more I thought about it, the more I realized that most donors don’t actually get messy. Instead, they provide the mess. I have extended this idea through three different print ads that cover art classes, music, and theatre. The campaign could stretch into all aspects of the FOA, from ballet to children's art programs. The headlines provide enough information to the target audience and communicate the desired action. This campaign appeals to all people who appreciate the arts but either do not believe they possess the talent or do not have the time anymore to create it.