Is your organization struggling to turn awareness into meaningful action? You’ve nailed the brand and the website, but supporters still aren’t stepping up. Why?
In this episode, Eric and Jonathan tackle the critical but often overlooked concept of activation: turning passive attention into real-world impact.
Whether you’re trying to inspire donations, mobilize volunteers, or drive policy changes, this conversation is packed with strategies to help you succeed.
Discover why activation is the hardest-and most important-part of your impact strategy, and how to finally get it right.
We love hearing feedback from our community, so please email us with your questions or comments - including topics you’d like us to cover in future episodes - at podcast@designbycosmic.com
Thank you for all that you do for your cause and for being part of the movement to move humanity and the planet forward.
Episode Highlights:
[00:00] Introduction
What is activation, and why do most organizations struggle with it?
[02:30] The Three Pillars of Social Impact Strategy
How brand, digital, and activation work together-and where organizations falter.
[06:04] Defining Activation for Nonprofits
Turning attention into action across fundraising, advocacy, and more.
[12:10] Modern Content Creation Explained
The three keys: distribution-first thinking, channel proficiency, and community feedback.
[20:18] Why Iteration and Evaluation Matter
How to measure success and refine your activation strategies over time.
[33:16] Small Wins Lead to Big Changes
Why starting with small-scale experiments can unlock activation success.
[38:01] The Human Psychology of Activation
How trust, personal connection, and urgency drive supporter behavior.
[39:03] Final Thoughts
Why activation must be the cornerstone of your social impact strategy.
Notable Quotes:
"Activation is turning attention into action. It’s the hardest part, but it’s also where the magic happens." - Eric Ressler
"At the end of the day, we’re convincing human beings to make decisions. How do we make that easy for them?" - Jonathan Hicken
"Activation is about more than just fundraising-it's about creating the fuel your organization needs to make an impact." - Eric Ressler
"We knew this would work in person, but we underestimated how the digital approach required a completely different strategy." - Jonathan Hicken
"If you don’t have a plan and culture around activation, that should be your number one priority to start to change." - Eric Ressler
Resources:
City of Marion Public Library Instagram: cityofmarionlibraries?igsh=ZDNlZDc0MzIxNw==
Podcast - Distribution First Mindset - Create LESS Content to Get Better Results: designbycosmic.com/podcast/season-1/create-less-content-to-get-better-results/
Article - How to Increase Supporter and Donor Action Using an Engagement Pyramid: designbycosmic.com/insights/articles/engagement-pyramid-nonprofit-supporter-action/
Article - Turning Stats Into Stories: Supercharge Your Social Enterprise’s Proof of Impact: designbycosmic.com/insights/articles/social-impact-statistics-storytelling/
Podcast - Minimum Viable Strategy - How to Stop Planning and Start Doing: designbycosmic.com/podcast/season-3/how-to-stop-planning-and-start-doing/