# 3. Target groups

The Strategic Plan acknowledges that GFMD reaches out to a range of target groups and has significant potential to bring concrete benefits to institutions and stakeholders beyond its immediate membership. 

This section of the plan describes this widening sphere of influence.

## **3.1. Primary target groups**

### **Members and affiliated members** 

{% hint style="success" %}
GFMD remains centrally focused on serving its members, both in terms of building their capacity and representing them on the international stage. 
{% endhint %}

{% hint style="success" %}
GFMD also seeks to increase its membership by demonstrating the value of the services on offer and by giving media development actors, particularly in the Global South, the chance to lend their voice to lobbying initiatives.
{% endhint %}

### **Independent media outlets and journalism organisations** 

{% hint style="warning" %}
Whilst sub-granting programmes aimed at supporting content production in the independent sector have become commonplace, potential beneficiaries often lack the skills and capacity to apply for these grants, manage them and evaluate their impact. 
{% endhint %}

{% hint style="success" %}
This is an area in which GFMD can provide essential support and make a major contribution to the sustainability of independent operators.
{% endhint %}

## **3.2. Secondary target groups**

### **Donors supporting the development of media and civil society:** 

{% hint style="info" %}
Increasingly, donors are seeking professional advice and insight into ways of building resilience to the challenges faced by media and civil society in the digital age. 

These challenges include developing news ecosystems, countering state-sponsored disinformation campaigns, and developing new business models. 
{% endhint %}

{% hint style="success" %}
GFMD has access to the experience and expertise needed to inform donor strategies whilst its independent profile ensures that this advice is perceived as strictly impartial.
{% endhint %}

### **Policy-makers engaged in media-related fields**

{% hint style="info" %}
By the same yardstick, policy-makers in government, media and civil society share a commitment to devising regulatory or ethical frameworks aimed at improving public access to credible information.
{% endhint %}

{% hint style="success" %}
GFMD has already gained a strong reputation for enriching these debates and ensuring that the viewpoints of diverse media actors are heard.
{% endhint %}

### **Think tanks and research institutions**

{% hint style="success" %}
GFMD has an exceptional ability to access and collate research findings produced by media development organisations which demonstrate the value of diverse approaches and test assumptions around effective methodologies. 
{% endhint %}

{% hint style="success" %}
Research agencies share an interest in data generated through fieldwork and recognise the value of working through a single interlocutor who can draw evidence from multiple sources.
{% endhint %}

## **3.3. End beneficiaries**

### **Media audiences**

{% hint style="success" %}
GFMD’s work to improve the effectiveness and impact of international aid has a direct benefit for the general public who gain better access to media programming that reflects their needs and concerns. 
{% endhint %}

{% hint style="success" %}
Furthermore, by promoting audience-centric research methodologies, GFMD can help ensure that audiences have a say in the development of new content and platforms.
{% endhint %}

### Democratic institutions

{% hint style="success" %}
The media’s role as a key pillar of democracy is recognised across the development community and, therefore, improvements in coordination and collaboration ultimately benefit those institutions which have a responsibility for promoting and conducting transparent democratic processes.
{% endhint %}

### Civil societ**y**

{% hint style="info" %}
CSOs continue to make an important contribution to media programming, providing journalists with access to diverse stakeholder groups and acting as a sounding board for specific initiatives. 
{% endhint %}

{% hint style="success" %}
GFMD actively involves CSOs in its advocacy work as well as encouraging members to forge stronger links between media and civil society.
{% endhint %}

## WE WANT TO HEAR FROM YOU

{% hint style="info" %}
This draft strategic plan will be presented for discussion at a special session of the [GFMD General Assembly](https://strategy.gfmd.info/governance/general-assembly/2021/agenda) on [1 October 2021](https://strategy.gfmd.info/governance/general-assembly/2021/agenda/1-october-2021). For more details and to find out how to participate see:
{% endhint %}

{% content-ref url="../../../governance/general-assembly/2021/agenda/1-october-2021" %}
[1-october-2021](https://strategy.gfmd.info/governance/general-assembly/2021/agenda/1-october-2021)
{% endcontent-ref %}