The Activation Point builds on the Spitfire Strategies Smart Chart™ and focuses specifically on strategies for mobilizing concerned people to supportive action by identifying and leveraging their activation points. To create the Activation Point:
- An expert panel and teams at Spitfire Strategies and the Communications Leadership Institute examined literature from the worlds of science, commerce, politics and journalism that explores what evokes responses in Americans.
- We conducted an in-depth review of eleven case studies of successful -- and not so successful -- persuasion efforts to determine what techniques work best in the nonprofit world.
- We partnered with The Curious Company to conduct qualitative research to test our conclusions. The research looked specifically at people's responses to issues that had high public support -- as demonstrated through public opinion polls -- but didn't have the action to back up that support.
- Finally, to make this report as user-friendly as possible, we presented a draft to a peer review board.
The result is a collection of best practices that can help social change organizations plan to persuade.