Target Audience

The target audience of my charity website will be adults, both male and female, mostly of a higher age bracket, 25-65. This is my target audience as I believe they are the best to target for a charity as the funds and developed ideologies are in place for them to donate to a charity. The site will be aimed at a generally higher demographic (A,B,C1) as they are more likely to have spare money to donate into the charity. It will also appeal to a higher bracket of psychographic as the ideas needed to give donations compassionately are more likely to occur in a higher psychographic grouping. A young person is unlikely to want to donate money to a charity as stereotypically they do not have inkling to help others. To appeal to this bracket of audience, the site must be sophisticated, simple and welcoming. The aim will be to evoke happiness as well sympathy through adding many pictures of dogs in order to prompt a donation from the audience. A healthy donation will be best received from this group and the site must target these people who share the same aims as the charity in helping others and creating happiness. To target this group I will add specific content likely to appeal to this audience. This includes sophisticated imagery, deep welcoming colours and a refined typography using Serif font.