This informative report elaborates on strategies for mobilizing concerned people to supportive action by identifying and leveraging their activation points.

Along with the provision of knowledge, building will (the desire to achieve a specific change) is critical to spurring an individual to action.

Persuasion and manipulation are not synonymous concepts. Long term, organizations are more likely to effectuate change by persuading target audiences to act based on the belief that individual is receiving some personal benefit.

The point in time where the appropriate target audience is persuaded to take an action that leads to measurable changes for important social issues is called an “activation point.”

Different groups of people may be activated at different points during any single campaign, and the most successful campaigns will be those where the appropriate activation points were properly identified along the way.

A list of important considerations in identifying activation points is summarized as follows:

1. The target is likely smaller than you think. Highly targeted campaigns can be more effective than broader, less focused campaigns.
2. Ask the decision makers how many is enough to get their attention and change their behavior.  The actual number of people required to motivate change may actually be relatively small.
3. Focus on those you can actually persuade.  Concentrate efforts on those who are more likely to act, to obtain the greatest return for effort.
4. Segment audience targets until you can’t segment anymore.  Understand the groups that comprise the target audience and find common ground to motivate them as a whole.
5. Target the audience(s) with the greatest influence over the decision maker.  Understanding the hierarchy of influence will allow organizations to most effectively reach the decision maker.
6. Find and activate social reference groups.  Targeting groups who are likely to bring in others will expand the audience more efficiently.
7. Show strong public support by picking audiences that are willing to show (not just voice) their support.   Engaging supporters who are likely to act may demonstrate will and motivation to others as well.
8. Test the activation point before launching a full-scale campaign.  A small test run will demonstrate how people will act versus how they say they will act.

There are three stages of activation. The first stage is that people need to know, believe and  care enough to act.

• Don’t overwhelm.
• Show respect.
• Don’t stick your label on target audiences.
• Make them care by reflecting their values.
• Wrap values with strong, empowering emotions.
• Get them to care by making it personal.

The second stage is that people have the will to act.

• Understand  peoples’ comfort zones.
• Fit actions into the audiences lifestyle.
• Make sure the benefits outweigh the risks.
• Give them hope for positive change.
• Make them the hero, not the villain.
• Ask them to do something they can actually do.
• Show them a leader doing it first.
• Make your take on the issue the perceived norm.

The third stage is that once people act, they must be rewarded for doing so.

• Give immediate reinforcement.
• Remind them they are good people for taking action.
• Celebrate wins both big and small.
• Remind them how their core concerns and values are being met.
• Continue to make it personal (again).
• Don’t forget to have fun.

Determining the right time to activate people:

• Ride the waves of persuasion.
• Strategic readiness.

Report is available from Activationpoint.org website free, with site registration.