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Inspiring social action

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By building people’s will to act, nonprofits can motivate their supporters to greater social action, a new report says.

“The Activation Point,” published by the Communications Leadership Institute and Spitfire Strategies, compiles best practices nonprofits can use to strengthen their efforts to drive their supporters to action.

It is important to help supporters believe that their participation in an effort or campaign is critical to bringing about a desired result, the study says.

To be persuaded to action, people first must know about an issue, believe in it and care enough to take action, the report says.

They also must have the will to act and must be rewarded for taking action.

Nonprofits should be careful that requests they make of supporters are within an individual’s “comfort zone,” where they can feel good about helping without taking too much personal risk.

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