Spire logo

Insights and Inspiration to

EXPAND YOUR REACH, RESOURCES, AND IMPACT

SPIRE by Hattaway Communications is a new tool designed specifically to power up the impact of social good communications.

It is an aspirational audience segmentation—an in-depth study of the U.S. population, focused on the way people think and act on causes they care about.
SPIRE draws on decades of research and a deep understanding of how people respond to purpose-driven communications from a range of fields, including cognitive, motivational, and social psychology. It focuses on the four key drivers of our Aspirational Communications Model that motivate people to take action on causes of all kinds.
We found six distinct, actionable segments of the American public who think and act differently when it comes to cause related issues. SPIRE’s data and insights can equip you to tailor and target communications to appeal to each of their unique motivations and mindsets.

SPIRE Segments

ALTRUISTS
Optimistic, Altruistic, Ready for Action
INSPECTORS
Well-Intentioned, Cautious, Questioning
STRIVERS
Ambitious, Confident, Seek Recognition
BUTTERFLIES
Joyful, Interpersonal, Lifestyle-Driven
WALLFLOWERS
Altruistic, Loyal, Hesitant
CRITICS
Outspoken, Pessimistic, Deeply Skeptical

SPIRE data can help you communicate more effectively and with greater impact. Ways it may be useful for you.

Interested in SPIRE?

Email us today and receive a free copy of our SPIRE insights report.
Email SPIRE@hattaway.com

Blog

Introducing SPIRE: Data and Tools for Audience Engagement

Meaningful engagement begins with actionable insight.

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Get to Know Our Team: Caitlin Fitzpatrick

Caitlin Fitzpatrick, Research Associate

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Get to Know Our Team: Megan King

Megan King, Creative Director

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Get to Know Our Team: Chris Mckenna

Chris McKenna, Senior Associate, Strategy

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Promoting Your Cause While Protecting People's Privacy

Supporting My Sister’s Place While Protecting Privacy

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Get to Know Our Team: Dorry Levine

Dorry Levine, Managing Director, Strategy

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Strategic Storytelling for Government

Insights and Ideas from Communications Science

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Get to Know Our Team: Sarah Moseley

Sarah Moseley, Senior Associate, Strategy

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An Intersectional Lens on Research

Qualitative Communications Research with an Eye Towards Identity

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Get to Know Our Team: August Dichter

August Dichter, Associate, Strategy

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Get to Know Our Team: Tiara Broome

Tiara Broome, Associate, Strategy

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New Ways to Communicate About Public Health

A New Way to Communicate About Public Health

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UnidosUS Narrative Change Campaign

Narrative change campaign opens eyes to the many contributions of Latinos to our economy, culture and communities.

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Campaign Helps Code for America Serve 480,000 People

Helping more than 480,000 Americans navigate tax filing

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Get Beyond the Buzzword

Bring Your Purpose to Life

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Get to Know Our Team: Janelle Williams

Janelle, Office Manager and Executive Assistant

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Get to Know Our Team: Casey Campbell-Roth

Casey Campbell-Roth, Senior Associate, Strategy

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Get to Know Our Team: Paige Rice

Paige Rice, Senior Associate, Research

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Keep an Eye on Equity

Returning to the workplace can create unforeseen equity pitfalls

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Black History Month Books

Fiction and non-fiction, newly published and old favorites, we are reading our way through Black History Month. Here are a few of our favorites:

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For Maximum Impact, Start With a Story

Strategic Storytelling for Government

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Building a Communications Community of Practice

Collaborative learning powers-up communications impact

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The Persuasive Power of Poetry

Science confirms what many writers long suspected: Poetry has the power to move hearts and minds.

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Lessons From the Amazon

Tyler Gage shares lessons for business and life he learned while working in the Amazon

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How to Prioritize Racial Equity in the Workplace

Founder and president of the Center for Urban and Racial Equity, Dr. Judy Lubin, on how we can advance racial equity at work.

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How to Defeat Dog Whistle Politics and Create Cross-Racial Coalitions

Ian Haney Lopez breaks down how political strategists and progressive leaders can counter racial appeals in American politics

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Marriage Equality Won by Changing the Narrative

In our inaugural podcast, Doug Hattaway shares how the marriage equality movement won historic victories by changing the narrative.

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The Importance of Talking To Voters Directly

In Episode 2, a pollster explores why facts alone aren’t enough to gain voters’ support.

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What Democrats Can Learn From Trump’s Tweets

In Episode 3, a West Virginia professor shares why communicators can’t afford to ignore Donald Trump’s unorthodox use of technology.

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Want to Advance Gender Equity? Don’t Be Afraid to Show Your Passion.

In Episode 4, Susan Markham discusses why communicators shouldn’t be afraid of showing their passion in the new political landscape.

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Why Do Progressives Have So Much Trouble Talking About National Security?

In Episode 5 of Achieve Great Things, Michael Breen shares why progressives can’t ignore people’s fears in their messaging.

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“Democrats Have to Listen to People”

In Episode 6 of Achieve Great Things, Anna Greenberg says Democrats have to take a step back and listen.

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Messaging Lesson Number One From 2016: The Power of Simplicity

In Episode 7, Joel Payne discusses lessons from the Clinton campaign and how to capture grassroots enthusiasm.

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How Nonprofits and Foundations Can Break Through in a Crowded Landscape

In Episode 8, Sean Gibbons talks about communications that find their way into people’s hearts and minds.

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Challenges for Progressive Communicators in the Trump Era

In Episode 9, the directors of Hattaway Communications discuss why progressives should focus on what affects people — not just what offends them.

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How an Outdated Focus on TV Hurts Good Candidates and Causes

In Episode 10, Brad Jenkins of Funny or Die discusses why strategists have to invest in quality digital content to reach crucial voters.

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What Democrats Can Learn From Viral Comedy

In Episode 11, Brad Jenkins of Funny or Die shares a strategy for turning grassroots energy into electoral wins.

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Advertising Professionals Share Key Insights for Progressive Nonprofits

In episode 12 we sit down with the founders of Starthatching, a new marketplace connecting freelance expertise to nonprofits.

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The Key to Progressive Messages That Don’t Leave People Out? Listening and Humility.

In Episode 13 of Achieve Great Things, Third Way’s Lanae Erickson Hatalsky discusses how Democrats can bridge political divides.

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Analytics with a Heart: Measuring What People Really Care About

In Episode 14 of Achieve Great Things, Emily Norman discusses how to engage people where they are on issues they care about.

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“You Can’t Be What You Can’t Imagine”

In Episode 15 of Achieve Great Things, Jo Miles and Amanda Kloer discuss what political communicators can learn from the world of science fiction.

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After 2016, Politics Can’t Be Someone Else’s Problem

In Episode 16 of Achieve Great Things, Sara-Jayne Terp talks money in politics, disinformation, and why local engagement is key to progress.

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The Science and Strategy Behind Meaningful Events

Caspian Agency Founder and CEO Heather Mason on how to produce events that deliver strategic value to sponsors and attendees.

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The Road to Durable Support for Marriage Equality

Evan Wolfson helped change hearts and minds on same-sex marriage — for good. You can do the same for your cause.

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A Foundation Finds Its Voice

The Packard Foundation’s Meera Mani developed a shared narrative to elevate grantees’ work with children, families, and communities.

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Discerning Truth Through a Web of Online Misinformation

Knight Foundation Vice President of Communities and Impact Sam Gill on how confronting digital pollution can help our democracy overcome a “crisis of trust.”

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The Secret to a Smart Strategy: Clear Objectives and Courageous Choices

EVP of Hattaway Communications Carrie Schum on using strategy to make unexpected choices to connect with your audiences.

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The Importance of Optimism in Communications

President of the Clarendon Group, Christine Heenan, on the importance of solutions-oriented communications to inspire people to engage with your cause.

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3 Key Lessons from TikTok Creators: What Change-makers Can Learn from Gen Z

In the wake of worldwide Black Lives Matter protests, we can learn a lot from a group of unlikely but effective communicators who are creating new waves in communications for good: TikTok creators.

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Persuading the Reluctant to Help Flatten the Curve

How to use social proof and influence to counter harmful actions during the COVID-19 pandemic.

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Helping Beat COVID-19 by Promoting Productive Action

How action-oriented content can help motivate people to stop the spread of COVID-19

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Science-Based Tips for COVID-19 Communications

Insights and Ideas from the CDC’s Crisis Communications Handbook

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Carrie Schum Joins Our Team

Hattaway’s new Executive Vice President talks about her formative experiences on the antismoking truth campaign.

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The Changing Debate Over Marginal Taxes is Only the Beginning

America is ready to rethink the “smaller government, lower taxes” narrative that has dominated policy debates for decades.

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Listening to America with HuffPost

Hattaway’s team of linguists analyzed over 1,700 interviews to map the conversation in America today. A new tool lets you explore it for yourself.

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Putting the “Place” in Pittsburgh Philanthropy

The Pittsburgh Foundation shows how conducting communications research with the people you serve can make philanthropy more inclusive.

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Movement Messaging: Why March For Our Lives Was So Effective

March For Our Lives brought millions into the streets and captivated the nation. Here are six reasons the movement’s message broke through.

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New Year, New Brand?

Three questions that can help nonprofits determine whether it’s time to refresh their brand.

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Six Ways for Funders and Strategists to Fight Trump’s Policies

President Trump’s first six months show that foundations have a key role to play.

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The Science of Storytelling, Part 2: Harnessing the Power of Patterns

This series explains the science that makes storytelling such a powerful form of communication. Part 2 explores how stories keep us engaged by triggering “pattern recognition” in our brains.

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The Science of Storytelling, Part 1: Understanding Cause and Effect

This series explains the science that makes storytelling such an effective form of communication. We begin by exploring how stories help our brains process the complexity of the world around us.

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Stories Rule Your Brain

Understanding the science behind them can help you build support for your cause.

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What People Are Talking About in America

We’re partnering with HuffPost on their Listen to America bus tour to learn what matters most to Americans.

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