How to get people to care about your content, comms or messaging

Getting people to step up and contribute their time can be challenging, especially in a world where everyone seems busier than ever. In fact, it's something many of us have experienced firsthand. Whether it's staffing a school tuckshop or running community events, the question remains: how do we get more people to pitch in? So, to answer this, we got our behavioural science hats on to give you some practical ways to inspire action and build a stronger sense of community from the people you’re aiming to influence - and we’ve used a school tuckshop volunteer scenario to give you some real-life examples.

1. Try reframing it!

Sometimes, the problem isn’t what you’re asking but how you’re asking it. People often feel overwhelmed by large commitments, so breaking down the request into smaller, manageable chunks can make a huge difference.

Instead of asking for 20 days a year, frame it as "2 days a month" or even "1 hour every fortnight." Research led by Katy Milkman at Wharton University shows that reframing requests in this way can significantly boost participation. 

Another effective approach is to emphasise collective effort: "If 200 parents sign up, each person only needs to volunteer 2 hours a year." In a day and age where we feel pressured to try and overcommit, this is a good way of reducing the individual pressure while encouraging folks to recruit others.

2. Let’s tap into identity and unity

People want to belong! They want to feel part of a group or community, so when you use messaging that reinforces a shared identity and appeals to people’s desire to belong, it drives people to get involved. Behavioural scientist Robert Cialdini’s concept of "unity" highlights the power of shared values and goals in influencing behaviour.

Here are some examples:

• "Do you consider yourself community-minded? Join our tuckshop team!"

• "Be a role model for your kids and help create a strong school community."

• "If you’re the kind of person who gives back, this is your chance to shine."

Language matters here. Words like “community-minded” or “role model” appeal to people’s self-identity and make them more likely to take action.

3. Leverage your social proof

Humans are social creatures, and we tend to follow the crowd. You know the old saying: “If so-and-so did it, would you?”. If you highlight how others are contributing, it can encourage more people to get involved.

Here’s how to use social proof effectively:

• Share profiles of parent volunteers in the school newsletter or on social media.

• Post photos of volunteers in action and celebrate their contributions publicly.

• Use testimonials from current volunteers to showcase the benefits and joy of participating.

Just remember to keep it positive. Instead of saying, "Only two people have signed up," focus on what’s going well: "Our Grade 3 parents are leading the way with volunteer hours this month!"

4. Reciprocity is key

People are more likely to help when they feel appreciated. Simple gestures of gratitude can go a long way in fostering goodwill and encouraging repeat participation.

Consider:

• Giving shoutouts in newsletters or at school assemblies.

• Offering small rewards, like a coffee voucher or a milestone badge for frequent volunteers.

• Hosting an annual appreciation event for volunteers to celebrate their contributions.

These acts of recognition create a culture of reciprocity, where people feel motivated to give back.

5. Scarcity is a powerful motivator

If you highlight limited opportunities or the potential consequences of inaction, it can drive people to act.

For example:

• "Only 10 spots left for next month—sign up now to secure your spot!"

• "Without more volunteers, the tuckshop may need to reduce its hours."

While it’s important not to guilt-trip excessively, creating urgency can provide the nudge some people need to get involved.

6. Make it the default!

When people have to opt out rather than opt in, participation rates often increase dramatically. While this may not always be feasible, you can find creative ways to incorporate defaults.

For example:

• Automatically add parents to a volunteer roster when they enroll their kids and allow them to opt out if needed.

• At the end of a volunteer shift, ask parents to commit to their next shift before they leave.

By reducing the effort required to sign up, you make it easier for people to stay involved.

At its core, inspiring people to care is about understanding your audience and meeting them where they are. Remember, small changes in messaging can lead to big changes in participation. Experiment with these strategies and see what resonates most with your community.