“Join the movement” is a compelling call-to-action (CTA) with people who are already persuaded and more likely to engage anyway. Those who join in response to this CTA tend to already be aligned with the organization’s position and demands, advocating for the social issue and/or participating in a similar movement or organization. “Join the movement” is ineffective with people who aren’t already receptive. Those not already in alignment with, knowledgeable about, or still in the formative stages of deciding where they stand on a social issue are less inclined to engage or see this CTA as motivational (regardless of how “Join the movement” is framed).