How to Move Your Audience into Action: Information + Inspiration + Persuasion

Inspiration and persuasion require emotional engagement, so why do presenters think they can bombard their audiences with information alone and expect that to lead to action and results when presenting?

Throwing statistics, data and hypotheticals at people at the expense of reaching them “in the feels” will not motivate them to take the action you desire.

What do you want your audience to do?

So, what actions do you want your participants to take at the end of your presentation?

• donate
• volunteer
• attend events
• make a major gift
• engage in research
• join fundraising efforts
• become mentors/mentees
• share stories about working with you
• refer others to your organization
• contribute to scholarships
• follow on social media
• join your membership
• amplify your message
• join your mailing list
• sponsor programs
• share resources
• advocate
• partner
• vote

These are examples from my nonprofit training clients, depending on the context and the audience they’re speaking to.

Information + inspiration + persuasion lead to action

Information, inspiration, and persuasion are all necessary pieces of the puzzle.

Information: People need information, but just specific information to help them make a decision. Not ALLLL the information. Just the information that is specific to their particular needs and concerns, and is clear, concise, and relevant.

Inspiration: They also need inspiration to help them see how actual humans are affected positively by the action you want them to take (or animals or oceans or trees, and then connect it back to humans). They need inspiration to help them feel connected to your cause and to WANT to help.

Persuasion: And they need persuasion in order to move past the inspiration and feelings, to take the concrete action step(s) you’re requesting.

You need a call to action

And regarding action: Nonprofit advocacy requires a call to action. You need to tell them what you want them to do next.

And it’s not “go to our website.” 🤦🏻‍♀️

• Give them the exact action they need to take to do the next thing.
• Give them a specific link to donate – and tell them exactly what their donation might cover.
• Give them a specific link or phone number to volunteer with specific opportunities, descriptions and time commitments.
• Give them a specific link or phone number to reach out to their congressperson with a script so they know what to say or write.
• Give them a specific date, place and time to show up for the thing you want them to do, and tell them exactly what’s required.

Information + inspiration + persuasion: You need all three if you want people to do something and do it NOW.

Need help?

Need support to put the puzzle pieces together in your next presentation? Want your staff, board and volunteers speaking confidently and persuasively about your work? Visit my nonprofit training page or book a consult to talk about training your team!