New SPIRE Research: Millions of Americans want to “make a positive difference” now

Our latest audience engagement survey sees a big opportunity: A new majority of Americans want to “make a positive difference” now.

Our latest SPIRE audience engagement data is out. And the results of our 2025 survey tell an intriguing story about a major opportunity for leaders and organizations looking to engage new donors and volunteers for their causes.

54% of Americans today are strongly motivated to make a positive difference. A new majority of Americans—a nearly 20% increase over our 2023 survey—strongly agree that it’s important to them personally “to make a positive difference in the world.” 

56% of Americans want to work across divides. Another new majority (and another 20% increase relative to our previous wave) strongly agree that “to make a difference in the world, you need to be able to work with people you disagree with.”

People want to do even more for causes they care about. More than three out of four people now say they want to give more time and money to good causes—another significant increase. 

Power Actionable Communications with SPIRE by Hattaway

People are complicated. Different people care about different causes—from climate change, to border security, to the arts. And different people like to engage in different ways: Some want to donate, while others prefer to share information. 

If you’re trying to grow your audience, understanding this complexity is critical. How do you find people interested in your cause? And how do you target them with content and engagement opportunities that speak to their motivations?   

Organizations often rely on simple demographics to focus their outreach. For example, many ask: How do we engage more young people? Age can certainly be part of the picture, but to inspire action, you need more than demographics. Just because people are the same age doesn’t mean they think, feel, or act the same.

That’s why we created SPIRE by Hattaway, an aspirational audience segmentation—research grounded in behavioral science and psychology. 

SPIRE explores why people give time and money to good causes, how they want to be engaged by organizations, and what actions they will take. 

SPIRE audience personas profile people by their shared values and aspirations, resulting in targetable groups that help you engage people across age and income brackets, political perspectives, and other demographics.

If you’re looking to lead with insight and connect with purpose, we’d love to explore how SPIRE can help you increase your reach, resources, and impact. info@hattaway.com