Tailored Tools. Expansive Insights.

Expand your reach and resources.

SPIRE by Hattaway Communications is our in-depth study of the U.S. population that explores why people give their time and money to good causes, who cares about your cause, and how you can engage them.

SPIRE draws on social science, decades of research, and a deep understanding of how people respond to purpose-driven communications. 

The study offers actionable insights on six distinct segments of the American public—people who think and act differently when it comes to giving their time and money to nonprofit organizations. 

SPIRE data and insights equip you to tailor and target engagement to appeal to their unique motivations and mindsets, which can increase your reach and response rates.

SPIRE Segments

  • A smiling woman in a kitchen serving food to a man who is holding a plate with salad and other food items.

    ALTRUISTS

    Optimistic, Altruistic, Ready for Action

  • A woman with curly hair, wearing a beige blazer and patterned scarf, sitting in a modern, well-lit space with shelves and books, holding a pen near her chin and looking at a laptop.

    INSPECTORS

    Well-Intentioned, Cautious, Questioning

  • Smiling man with glasses and a blue cap standing with arms crossed at an outdoor community event, with a table of food and people in jackets and hoodies in the background.

    STRIVERS

    Ambitious, Confident, Seek Recognition

  • Three women in athletic pink tank tops with race numbers, smiling and talking outdoors during a running event.

    BUTTERFLIES

    Joyful, Interpersonal, Lifestyle-Driven

  • Two women sitting on a sofa, looking at a smartphone together. One woman is wearing a mustard-colored sweater, and the other has curly red hair, glasses, and is wearing a gray sweater, holding a yellow mug.

    WALLFLOWERS

    Altruistic, Loyal, Hesitant

  • An older man with glasses and a beard, wearing a green shirt, sits at a kitchen table working on a laptop. There is a black coffee mug and a notebook on the table, with a modern kitchen in the background.

    CRITICS

    Outspoken, Pessimistic, Deeply Skeptical

SPIRE Helps You Power Engagement with Any Audience

  • Strategic Planning

    Sharpen your focus on audiences and objectives

  • Program Design

    Ensure activities align with the interests of your supporters and people you serve

  • Message Development

    Tailor messaging to appeal to people’s unique interests

  • Creative Development & Content Testing

    Learn how different segments respond to words, images, stories, and activities

  • Evaluation

    Assess how people in different engage with your programs and communications work