SPIRE: How to Inspire Meaningful Engagement

Why do people take action? How do they want to engage? What will they actually do?

To inspire and engage people, you need to understand what’s important to them, connect your cause to their aspirations, and appeal to their unique interests. Tailoring messages, images, stories, and experiences to connect with different mindsets can increase your reach, resources, and impact.

That’s why we created SPIRE—an in-depth study of the U.S. population, focused on the way people think about and act on causes they care about. Our SPIRE surveys draw on social science research and decades of experience showing how people respond to purpose-driven communications.

SPIRE asks thousands of Americans nearly 100 questions to create six distinct audience segments—representing people who think and act differently when it comes to taking action for causes they care about. SPIRE explores interest in nearly two dozen causes, from arts and culture to the environment, health care, and many more.

This sophisticated research provides deep insights and actionable data to tailor and target engagement, with the help of Audience Personas:

Learn more on our SPIRE page and get a free SPIRE Insights Report.