Resource Type: Tips & How-Tos

From the Paris decision to the Trump administration’s current push for offshore drilling, there’s plenty for activists to feel a bit down about these days. But it’s in moments like these where advocacy groups can play a critical role in keeping hope alive for our supporters, and underline for them that successes are possible. Today we review lessons from Tuesday’s Climate Advocacy Lab webinar on the timely topic of hope and empowerment.
Psychologists use the term “efficacy” to refer to the beliefs people hold about the abilities they (and groups they are part of) possess to take action successfully and with the effect they desire. Efficacy beliefs have proven important predictors of many types of action taking, including climate and clean energy advocacy*, and experiments have shown that various types of messages (and even images of solar panels) can increase efficacy, and therefore action taking (or intentions to act)—a process in which feelings of hope play a role.
Efficacy comes in several flavors. Here are suggestions about how (and how not) to increase each kind of efficacy in your supporters.

Since we can’t rely on simply communicating scientific information* to win over everyone on climate change, finding ways to tell compelling stories and appeal to deeply held values is key. This week we highlight tips from Climate Access on storytelling as a means to activate core audiences, and look at the research on narrative communication.

Effective public engagement starts with “knowing your audience”. For advocacy organizations, this often means our members and supporters. As your activist lists continue to expand in response to the current political landscape, developing a better understanding of what motivates your members (especially new folks!) to speak out and take action will be critical to keeping them engaged over the long-term.

Excitement is growing around the upcoming March for Science (4/22) and People’s Climate March (4/29), with organizers working hard to boost turnout for DC and sister marches across the country. After the marchers have gone home, organizations will have the added challenge of sustaining the momentum of both movements and continuing to encourage people to take action. This week, we conclude our series of alerts focused on “Mobilizing the Masses” with a few suggestions for how to keep activists engaged after the marches. (And for a refresher on the first four segments, check out: Hope or fear? Turnout for what? Let’s get…digital, digital! and Your supporters want action!)