Messaging that Moves People: What drives supporter action

What makes someone open your email, donate to your cause, or share your campaign? The difference between a supporter scrolling past and taking action often comes down to understanding what truly motivates people.

From the emotions you evoke to the values you speak to, every element of your communications can either inspire action or be ignored. But striking the right balance between urgency and hope can sometimes feel like guesswork.

This practical workshop will demystify the psychology of supporter behaviour and engagement. You’ll learn which behavioural drivers to use ethically, how to apply them in your campaigns, and how to craft communications that move people from passive interest to meaningful action.

If you are a Postcode Lottery grantee and the session is fully booked or your code isn’t being accepted, please email osianb@mediatrust.org to be added to the waitlist.

What you’ll learn

In this two-hour session, we’ll explore the key psychological principles that drive supporter behaviour. You’ll discover:

• The role of emotions in decision making: When can fear-based messaging work and when hope is more effective?
• Values-led communications: How appealing to shared values creates stronger, longer-lasting supporter connections.
• The power of social proof: How to use it effectively in campaigns.
• Common barriers to action: Why people don’t act and how to overcome them.
• Practical calls-to-action: Techniques for creating clear, inspiring steps for supporters.

Event details

• Location: Online
• Time: 10:00–12:00

Who should attend?

Ideal for anyone responsible for campaigns, appeals, or supporter communications. Perfect for fundraisers, comms professionals, and campaign managers who want to create more effective, psychologically informed content. No psychology background is needed, just curiosity and a willingness to experiment.

Accessibility

Our training courses are designed to be accessible and inclusive.

All sessions are delivered online using Zoom and include options for live captions and transcripts. Presentation slides and supporting resources are shared with attendees after each session and can be requested in alternative formats wherever needed.

If there’s anything we can do to help you take part, or if you have any access requirements you’d like to discuss before booking, please email Osian at osianb@mediatrust.org.

Meet your expert trainer

Ruth Taylor has worked in the social and environmental change sector for 16 years, initially as a campaigner for organisations like Amnesty International and Save the Children, before moving into narrative change. She spent over five years at the Common Cause Foundation, pioneering research on values and framing in the UK, and now works as an independent consultant helping organisations build narrative power and communicate for impact.