In many research projects I lead, we test, iterate, and optimize calls to action (CTAs) to find one that works with the organization’s messaging. In other words, what calls to action inspire the increased knowledge, shifted attitudes, or instilled behaviors the organization is working toward?

In advising movements, brands, and causes on social issue campaigns, I have discovered a trend in CTAs worthy of a larger discussion. I’m referring to the increasingly popular “Join the movement.”

More and more organizations are utilizing this CTA to steer audiences toward joining the community built around a movement. The question is: Does it work? Does it raise participation rates? Who is most inclined to respond? Are there better options?

Let’s discuss.

In campaign message testing, we often present members of the public or a target audience with a battery of questions. These will include community participation actions for the respondent to rank, analyze, and share their inclination to act.

Here’s how it works: We present a message for consideration, then ask what action, if any, the respondent would likely take (or has taken). Posed as an open-ended question, it allows us to hear directly, without bias, which way respondents tend to favor. Then, from a list of possible actions, a respondent chooses the one they are most motivated to take and reports how likely they are to take that action, considering everything else going on in their life (family, work, relationships, health, interests, etc.).

This approach reveals the effectiveness of a CTA such as “Join the movement.” In response to the open-ended question, we often hear, “I would tell someone about [the issue] if there was something clear the organization needed me to do, but without something pressing I wouldn’t do anything.” When we present a list of actions, respondents most often say they would sign a petition, post on social media, or visit a website to learn more.

Joining the movement is rarely among respondents’ top choices. People prefer specific CTAs that align with a movement’s aim or a milestone that’s on the horizon.

When we ask about the “Join the movement” CTA in one-on-one or focus group interviews, responses really come down to two factors:

1. “Join the movement” is a compelling CTA with people who are already persuaded and more likely to engage anyway. Those who join in response to this CTA tend to already be aligned with the organization’s position and demands, advocating for the social issue and/or participating in a similar movement or organization.

2. “Join the movement” is ineffective with people who aren’t already receptive. Those not already in alignment with, knowledgeable about, or still in the formative stages of deciding where they stand on a social issue are less inclined to engage or see this CTA as motivational (regardless of how “Join the movement” is framed).

If our research shows that the vast majority of the public clearly is not responsive to the “Join the movement” CTA, what works better?

When it comes to crafting a CTA, we must return to three imperative components of a campaign: 1) strategy; 2) the opportunities ahead for change;, and 3) how an individual will believe that their immediate action matters. As these components have often arisen in our qualitative interviews with the public regarding messaging and actions, we’ve learned that CTAs need the following narrative elements or arc to truly drive action:

A protagonist: A specific individual, organization, or body to direct their action or attention toward. Example: Tell Congress to pass this bill.

Timeliness: When action is needed. Example: Tell Congress to pass this bill before October 31.

Practical CTA: What action they should take to create change. Example: Tell Congress to pass this bill before October 31. Sign the petition.

The Why: The reason for the action, i.e., why it matters. Example: Tell Congress to pass this bill before October 31. Sign the petition. People affected by [issue] need your support to show lawmakers how important this is to our community.

Many of these elements can be shortened to a singular CTA, but its effectiveness comes down to a timely action for the public. As a CTA, “Join the movement” doesn’t reflect any of the necessary narrative components and thus won’t likely motivate action.

People who need to be educated about your social issue or their role within it require more than an esoteric suggestion. They need a much stronger nudge to galvanize them to act.

Derrick Feldmann (@derrickfeldmann) is the founder of the Millennial Impact Project, lead researcher at Cause & Social Influence, and the author of The Corporate Social Mind. See Derrick’s related articles in Philanthropy News Digest, “Nurturing a community for the greatest impact” and “Creating symbiosis between marketing and advocacy.” He also is managing director, Ad Council Research Institute and the Ad Council Edge Strategic Consultancy.