Professional Documents
Culture Documents
01 Intro - Why is email important? 02 When to send an email? 03 Who to write it to? 04 How to write an action alert? 05 Testing!
CRISITUNITY
CRISIS + OPPORTUNITY
THEORY OF CHANGE
CAUSE AND EFFECT RELATION When you do this X, Y will change.
No F1 in brutal Bahrain
TOC
Red Bull is the biggest team in racing and has a sensitive brand. As consumers, we have power over that brand. If we convince one brand not to race in Bahrain, others will folllow. It will send shock waves to the brutal government of Bahrain. Signing this petition now helps the people of Bahrain.
ben.margetts@avaaz.org
The Audience
Dont assume our audience has a shared ideology. (Even within a certain cause category.) Dont assume our audience has knowledge of a specific issue. (Even if theyve taken action in that cause category before.)
The Audience
Hint: Email to your Mama trick
Personal stories are more powerful than talking points Use a friendly, familiar tone Dont assume knowledge or use acronyms or jargon Avoid sarcasm, memes, internet jokes he wont understand
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Main #failures:
The policy paper email.
Often, emails are an in depth explanation of the senders policy.
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Anatomy of an Email
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Subjects
Short Rtselhaft Relevant Urgency / Timeline Country specific Alliteration
Call-out Text
Needs to stand on its own Tell the complete story Identify the target and the ask Avoid confusing acronyms or jargon
Call-out Image
Look for images that:
Body elements.
Optional: (Hook) Crisitunity Theory of change Ask Delivery (Tying it to the real world) Movement story Sources
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Hook
Objective: Catch the readers attention You have 2-7 seconds to make the reader want more
Theory of Change
Objective: convince the reader his or her action is necessary and will matter. A cause-and-effect sequence that begins with something the reader can do and ends with the resolution of the crisis.
Theory of Change
Girls like Mina Johnson wont be able to play football unless school administrators change their minds. Sign our petition to demand they let girls play. Theory of change: MISSING
Theory of Change
Rick Santorum uses racist language when talking about immigration on the campaign trail and during Republican debates. Sign this petition to tell him to stop attacking migrants.
Make an Ask
Objective: Get the reader to click the petition link Ask statements should be direct, simple, and come as early in the email as possible.
Hint: Ask yourself if each piece of information is worth delaying the first link. 2 times dont matter
05. Testing