Reference groups and their influence on nonprofit target audience behavior.

Sample Answer

Reference groups are social groups that an individual looks to for standards of behavior, beliefs, and attitudes. They exert a significant influence on an individual's self-concept and purchasing or, in the case of nonprofits, donor/volunteer behavior. For nonprofit organizations, understanding and strategically leveraging reference groups is crucial for engaging their target audience.

Reference Groups and Their Influence on Nonprofit Target Audience Behavior

Reference groups influence behavior through several mechanisms:

Informational Influence: Individuals may seek information from reference groups to make decisions. For nonprofits, this means people might look to others in their trusted circles (e.g., family, friends, community leaders) for advice on which causes to support or which organizations are reputable.

• Example: A young professional considering volunteering for an environmental cause might ask their environmentally-conscious friends or a mentor for recommendations on effective local organizations. If their friends are actively involved with "Green Future Kenya," the professional is more likely to consider that particular NGO.

Utilitarian/Normative Influence: Individuals conform to the expectations of a reference group to gain rewards or avoid sanctions. This is about fitting in and adhering to group norms.

• Example: If a church community in Nairobi makes a collective decision toReference groups are social groups that an individual looks to for standards of behavior, beliefs, and attitudes.@They exert a significant influence on an individual's self-concept and purchasing or, in the case of nonprofits, donor/volunteer behavior.@ For nonprofit organizations, understanding and strategically leveraging reference groups is crucial for engaging their target audience.