One key way to move readers to action is to make them feel that your topic is important. Important enough to do something about. This feeling is called significance.
Don't think that it's enough for readers to believe that your topic is important--just think of all the important things that you and many people in the world do next to nothing about. Did you eat breakfast this morning? Did you separate your garbage into different recycling bins? Have you called your mother (or brother or an old friend) recently? Have you ever written your congressman?
But think of all the things that you did do this morning. You probably brushed your teeth. You most likely either took a shower or threw on a baseball cap to hide your award-winning morning hair. You probably wore a jacket, too, if it was snowing outside. Do any of these things compare in significance to global warming, the disintigration of the family, or the destruction of the rain forest?
And that's the point: your paper may not be the most critical thing on the face of the earth, but if you can make it seem and feel important, then it's a heck of a lot more likely to accomplish something and get something done.
So how do you go about making your paper feel important?