Copyright © 2014 by The University of Kansas

Using Community Sectors to Reach Targets and Agents of

Change

Copyright © 2014 by The University of Kansas

What do we mean by community sectors?

• Community sectors are the various groups that people in the larger community might be divided into for reasons of common social, political, economic, cultural, or religious interests.

• Membership in sectors often overlaps.• Different communities may contain sectors

specific to those types of communities.

Copyright © 2014 by The University of Kansas

Sectors that exist in many or most communities include:• Health. • Education. • Law enforcement. • Government. • Business. • Youth. • Parents. • The media. • Human services.

• Religion. • Service/fraternal

organizations. • Community activist and

volunteer groups. • Arts and culture. • Housing and

development. • Sports and recreation. • The environment. • Agriculture.

Copyright © 2014 by The University of Kansas

Who are the targets and agents of change?

• Targets of change are either those whose behavior you want to change or those who stand to benefit from the changes your effort aims to bring about.

• Primary targets of change are those whose behavior you’re trying to change directly.

• Secondary targets of change are those who stand to benefit from changes in others’ behavior or in circumstances, rather than from changes in their own behavior.

• Agents of change are those – policy makers, for example – who can help to bring change about.

• Agents of change are often primary targets of change as well, especially in advocacy efforts.

Copyright © 2014 by The University of Kansas

Why use community sectors to reach targets and agents of change?

• To reach hard-to-contact populations. • To ensure representation from all sectors of the

community. • To build trust. • To take advantage of the knowledge of people in different

sectors. • To bring sectors together. • To raise awareness of the issue throughout the community. • To gain widespread community support.

Copyright © 2014 by The University of Kansas

How do you use community sectors to

reach targets and agents of change? • Determine whom you need to reach.

• Decide what sectors might be needed to reach the desired group(s).

• Determine who in a given sector is the best contact, and establish that contact.

• Clarify what you’re asking for. • Be creative. • Use the media to reach people through the channels

they normally pay attention to. • Keep at it.