Design an outreach plan that motivates people to take action for the planet.
LET’S DO THIS!
LET’S DO THIS!
» Your current outreach efforts aren’t producing the desired results, but you’re not sure how to pivot.
» Your messages are only reaching the same core audience, yet you need more people to get on board.
» Your campaign feels like it has stalled out, and you’re not sure how to continue the momentum.
» You know more behavior change strategies are needed in the project, but you aren’t sure where to start.
I get it.
We work hard to encourage better decisions for the environment. It’s frustrating when our messages don’t get through and don’t produce the desired results.
“Why are they still doing the things we’re telling them not to do?!?!”
Let’s move from message frustration to message celebration.
Introducing…the Making Moves online course
This 8-week, interactive course guides you through the steps to design an outreach plan that motivates action.
Through weekly lessons and worksheets, we clarify behavior goals and audiences, dive into the psychology behind why people will or won’t take action, and identify practical strategies for motivating change.
» The most relevant theories and tactics from marketing & advertising, behavioral & social sciences, and conservation & environmental programs.
» Guidebook, worksheets & templates to apply concepts directly to your behavior change projects.
» Feedback, ideas, and guidance on your project throughout the course.
» Access to the Making Moves community with ongoing events and networking opportunities with over 300 behavior change enthusiasts from across the globe.
1. Map and design the behavior change journey: paint a clear picture of what it takes to create change.
2. Prioritize target audiences: find your minimum viable audience for maximum impact.
3. Identify deterrents & motivators: use the force field analysis to determine what’s preventing action and which mix of motivators to leverage.
4. Convert motivators into compelling messages: use an advertising framework makes messages stronger and more focused on the ultimate goal.
5. Choose outreach methods that work best: get your messages to the right audience at the right time and the right place.
Registration opens in early April. Join the wait list to be the first to hear about upcoming dates, deadlines, and deals.
If you need to get a head-start on securing funds for your course registration fee, then these resources can help you make the case.
» Pre-written email to your boss: Copy & paste or download this email template to get the conversation with your supervisor started.
» Pitch deck for your boss: Attach this to the above email or use it as a presentation to approach your boss directly. Instructions for downloading are included on the first few slides.
This is not your average online course
» Moving beyond theories by actively applying concepts to your own project throughout the lessons.
» Live, interactive lessons delivered at a time zone near you.
» Opportunities to practice developing behavior change strategies with other cohort members.
» Individualized and direct feedback on the work you’re doing (from ME!)
» An active community of behavior change enthusiasts looking to share ideas and resources.
» Having fun while building new skills!
» The course is 8 weeks long with one live lesson per week on Thursdays at 8am & 12pm EDT.
» Each lesson is 90 minutes long and is recorded. Replays are available right away if you miss a lesson.
» Worksheets can be completed as you go and submitted for feedback at 2 intervals during the course before final submissions are due.
» Certificates of Completion are provided to those who submit completed worksheets by the end of the course.
» You can book up to 2 private working sessions with Brooke to receive additional support.
» You have access to the course platform containing all the materials and recordings for life (so you can always revisit the content).
The Making Moves Trail Map
Lesson 1: Prioritizing behaviors
Setting behavior goals and objectives; Differentiating between actions and behaviors; Creating a behavior journey map.
Lesson 2: Identifying audiences
Segmenting and prioritizing audiences; Mapping challenges with achieving behaviors; Exploring “spheres of influence.”
Lesson 3: Understanding barriers
Exploring internal and external deterrents; Reducing, removing, and overcoming barriers; Identifying when barriers occur.
Lesson 4: Discovering motivators
Exploring internal and external motivators; Selecting motivators to overcome barriers; Identifying when motivators are needed.
Lesson 5: Crafting messages
Creating clear calls-to-action; Exploring most effective message frames to use based on motivators; Choosing supportive images.
Lesson 6: Choosing methods
Reviewing communication and outreach options; Exploring effective combinations of methods; Choosing best outreach approach.
Lesson 7: Designing the plan
On-demand bonus lesson.
Summarizing the project’s strategy; planning preparation and launch steps; Reviewing M&E indicator options; Bringing the course home.
Two group working sessions to practice applying concepts to real-world challenges.
Over 350 participants representing 35+ countries
Through the course, they designed plans that motivated people to:
And a whole lot more!
Useful or Extremely Useful to their work, 92.6% of respondents
Meeting or Exceeding Expectations, 100% of respondents
4.7 out of 5 stars
Meet your instructor (that’s me!)
Brooke Tully has been training non-profit organizations and local governments to use behavior change marketing in their conservation & environmental programs for over 15 years.
Brooke spent the first decade of her career working in ad agencies, such as Ogilvy, helping clients (e.g., American Express, British Airways, Pfizer) reach target audiences to build brand awareness, change preferences, and sell products.
In 2007, she joined the NGO Rare, where she designed and implemented behavior change campaigns that inspired local communities in Mongolia, Thailand, Laos, and The Philippines to adopt more sustainable fishing and hunting practices.
Operating independently since 2016, Brooke trains conservationists and environmentalists to use behavioral insights and communication strategies to motivate audiences to take action and change behaviors.
Learn more about Brooke here.
Organizations of all sizes have taken the course. Join us!