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 People’s Postcode Lottery grantee and the session is fully booked or your code isn’t being accepted, please email cassandrab@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