Awareness Comprehension Conviction Action
This formula is commonly used by nonprofit organizations.
Awareness. First, you raise awareness about a problem. Usually a shocking statement will grab attention and lead people to the next step, comprehension.
Comprehension. Explain with more detail the problem and provide the facts.
Conviction. Your prospect is now convinced that it is necessary to do something about the situation. He desires to take action.
Action. It is the moment to ask for help. The prospect is aware of the problem, understands it, and he is convinced enough to want to help.