How to write a great action alert?

Open space session @ #rc12 @p_v_c @ChangeGER

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!

01. Why is email important?

Email is a great engine!

Why its still a revolutionary form of communication:
Its cheap. Its timely. Actionable, and flexible. Everyone uses it. Measureable.

You do not build a list, you build a community!

02. When to write an email

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

03. Whom to write it to

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

Take care: Write, as if you write a letter to the prime minister.

Deine Email ist nichts wert, wenn die Menschen nicht mitmachen.

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04. How to write it

Main #failures:
The policy paper email.
Often, emails are an in depth explanation of the senders policy.

The email with no asks. Or too many asks.

One ask per email!

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Anatomy of an Email

Non body elements (dont rush).

Subjects Call-out text Call-out images

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Subjects
Short Rtselhaft Relevant Urgency / Timeline Country specific Alliteration

*Subject Line Derby*

Time: 2 minutes Activity: Individual brainstorm of as many creative, compelling subjects as possible for a given campaign. Goal: Practice thinking through different kinds of subject lines.

Campaign: Tell Angela Merkel to speak out for Saudi Women

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:

Humanize the issue Call attention to a well-known brand or figure

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

Explain the Crisitunity

Objective: Explain the crisis to the reader, highlight our opportunity, and emphasize the urgency of his or her action.

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.

Theory of change: IMPLAUSIBLE

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

For more info, contact: @ChangeGER @p_v_c