When you decide to write to make something happen, you’ll generally have some idea of what effect you want that writing to have. Clarify what actions you want your readers to take in response to your writing, and then think about what people you most want to reach—audiences today can be as close as your immediate neighbors or as dispersed as global netizens. Who will be interested in the topic you are writing about? For example, if you are trying to encourage your elementary school to plant a garden, you might try to interest parents, teachers, and PTA members; if you are planning a voter registration drive, you might start with eighteen-year-olds on your campus.