How reframing a single sentence can dramatically change public response to your cause.
Based on learnings from a national petition campaign run by a small disability organisation in Norway, this session explores how reimagining how you frame an issue you may feel is “too narrow” to have widespread support appeal can engage people far beyond your existing supporter base.
You will be taken through the practical process behind the campaign: How the core message was identified, tested, and refined; how early public responses guided decisions; and how the campaign was scaled once traction was clear. You will also explore links between public narrative, supporter behaviour, and fundraising outcomes.
Rather than focusing on big budgets or perfect planning, this workshop centres on real-world decision-making under pressure, narrative clarity, and learning by doing. You will gain practical insights into how your organisation can reach new audiences, challenge your own assumptions about what people care about, and learn to build momentum through clear, resonant messaging.
Learning outcomes
- Identify and articulate a core message that resonates beyond your existing audience using practical techniques to reframe complex or niche causes into clear, compelling public narratives
- Test and refine campaign messaging in real time, using early audience responses to guide decisions about scaling, investment, and next steps
- Apply narrative-led thinking to fundraising and engagement, understanding how shifts in public framing can influence supporter behaviour, momentum, and conversion