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How does PeopleGiving reach the target of audience

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The exposure of the message of Educational Session with the Smurf Live for Underprivileged Children are ineffective as we found out that there are only 1 like of their Facebook post which they have share the donation link and the poster of the campaign plus they did not sharing this campaign very frequently. In another hand, they did not post any picture regarding these campaigns on their Instagram as well as Twitter. According to Ms. Esther Yong, the interviewee, she stated that this campaign actually not opened for public, therefore only the invited children from refugee and their main sponsor attended. Based on the answer given, we think that they posted this campaign through Facebook main purpose is to get more donors as they are not opened for public so they do not boost this campaign is because it need to pay extra unless if they wanted to reach more larger target audience or more suitable audience to see they will only boost it. Therefore it causes the organization difficulties to reach the target of audience they set towards the campaign.

Besides, they are more relied on social media to spread out the message instead of traditional media. As suggested by Hornik 2016, it mentioned that many campaigns now argue that traditional mass media may not be able to reach their audiences, therefore build complementary social media strategies get to achieve exposure, especially among the target audience. This is because sometimes they will stand beside the road and ask people to make donation. In fact, no one actually pay attention to them as most of the people do not know who they are and what are they doing, it makes people think that they are fraud. Therefore, social media will be more credibility as nowadays everything will be all online and make all the way become easier as well as to reach the audience effectively.

Other than social media that PeopleGiving used, they also use WhatsApp as communication tools to send out the information or details of the campaign to their committee members, president and others, so that they will also help them to share it out. They are more preferred to contact personally which is using WhatsApp to send out the message to their previous donors, sponsorship and so on. However, most of the time their president will be the one who contact the donors as well as the sponsorship; this is because he already has the person in mind and their contact number which mean he is the one who will be more familiar with those people. Thus, they think that WhatsApp might be one of the most effective tool to expose the message compared to only using Facebook as WhatsApp have functions like free calls, unlimited messages, and media exchange, along with an easy to operate interface make it favorable for novice users as well.

Furthermore, PeopleGiving also choose to use their official website as main medium to expose message. However, most of the time they will only share the link to Facebook from the website, because website usually have limited function and they think that it would be great if there have a chat group or other kinds of things that allow people to comment in order to be more interesting as well as get interact with the audience. Other than that, to successfully create awareness among audience must be depends on the campaign and design, do the things that really make people pay attention and get to attract them such as produce a video, ask people to support instead of asking them to make donation.

In conclusion, PeopleGiving more prefer social media to reach their audience. According the interviewee, the most interactive way for them to reach their target audience is through their Facebook page and official website. Mainly because more people active in Facebook plus Facebook cost efficient so when people click in the link they share on Facebook they will automatically in their website and get more information of the campaign. In addition, if they wanted to get more donors, the best way will be personal contact which is using WhatsApp to let people know their campaign and hope them support.

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