The Communications Leadership Institute worked to identify ways nonprofit organizations can design campaigns to persuade individuals to take action on issues they care about.
They summarized their findings in a report, Discovering the Activation Point: Smart Strategies to Make People Act.
To determine an "activation point"—when people will take an action that leads to measurable social change—groups need to:
Hope is the only essential ingredient in campaigns trying to inspire action. You must make people believe that the situation will get better—with their help.
Understanding an audience's comfort zone is essential. There are clear limits to what even the most passionate people are willing to do, especially if the "ask" is outside their comfort zone. Asking people to do things within their comfort zone allows them to feel good about helping without putting themselves at risk.