How To Target Audiences For Communicating Messages?

After establishing goals and messages, we should determine the audience we wish to reach through our donations. Because arts audiences are traditionally of higher income and education than the general public, corporations can use this to their advantage if this is the audience they wish to reach. In 1978 the national endowment for the arts published a survey of 272 audience studies.  The results showed that the median income of arts audiences was 15 percent to 30 percent above the population median, that about 85 percent of the audiences had been to college whereas only 26 percent of the population were in professional occupations whereas only 15 percent  of the audience were labour and other were blue-collar workers.

American express feels this is the up scale audience that uses its travel related services and consequently it has developed highly sophisticated marketing techniques through the arts. We might also target an international, national or local audience through arts donations. If we wish to receive national recognition for high teach corporations, we can either support big-ticker items that automatically command national recognition such as the metropolitan Opera or television art. In addition we can reach an international audience by supporting American performing arts groups that tour abroad.