If the hazard is extreme, we might expect multiple signs, ropes, prosecution threats, and a skull and crossbones warning of death. If the potential risk is minimal, we might anticipate a yellow sign reminding us to pay attention. Placement, colors, symbols, and words escalate or minimize the level of caution we are attempting to communicate.

How does your enterprise communicate a call to action? Is there a scale that ranges from summer camp registrations starting in a week to the state legislature hearing a bill that will cut off a majority of your cause’s funding? If you do not have a readily accessible scale, the message might be lost in a time of high need.