• Why?

    Introduction to the Toolkit
  • What?

    Taxonomy and Knowledge Products
  • How?

    Audiences and matrix

How to identify audiences and channels?


Identify Audiences


An organization that aims to document the results, experiences and achievements of its project by making a good knowledge product should also be able to identify and understand the audience it seeks to influence. Usually, this involves classifying the target according to categories that may include government agencies, private sector entities, media, donor institutions, and others.


Here we describe the process that you should follow to start creating a knowledge product :



  1. Following this flow, produce a table identifying those audiences that would be interested in knowing about your project, the results you have obtained, experiences arising from the execution itself, the business model developed, etc.
  2. Then, detail what you want to accomplish through the knowledge product you will produce (raise awareness of the subject, describe an experience, results and/or lessons learned, disseminate specific technical knowledge, etc.)
  3. Identify the value proposition for your proposed message to each audience.
  4. The channels that you are going to use are very important in reaching your audience so you have to know where and how you will disseminate the product: in a seminar? on the organization’s website? in a work meeting? You must also identify the best format for it (print, electronic copy, flash drive, poster, etc.)
  5. Finally, do not forget to think about how you will measure the success of the product’s distribution and dissemination, creating a series of indicators. They can be very basic, for example:

downloadDownload the Matrix template to identify strategic audiences


Here are the 7 standard knowledge products:


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