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  • 1. How  to  write  the  best  Dang  email  ever!  Jed  Thorp   Ma9  Trokan  Chapter  Manager   Conserva8on  Manager        Ben  Wickizer   Natalie  Fox    Conserva8on  Coordinator   Conserva8on  Coordinator  
  • 2. Email  by  the  numbers  •  2.8  emails  are  sent  every  second  •  294  billion  emails  are  sent  every  day  •  90  trillion  emails  are  sent  every  year  •  90%  of  emails  are  spam  or  viruses  •  1.9  billion  people  send  emails  each  year  •  h9p://email.about.com/od/emailtrivia/f/emails_per_day.htm  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 3. Why  do  we  email?  •  Share  stories  •  Spread  the  news  •  Arrange  a  mee8ng  •  Fundraising  •  Call  to  ac8on  •  To  say  Thank  you  •  And  any  other  reason  you  might  think  of?  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 4. Write  the  best  dang  email  overview  •  Prewri8ng  (Natalie  Fox)  •  Content  (Ma9  Trokan)  •  Examples  (Ben  Wickizer)  •  Ques8ons  (all)  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 5. Know  Your  Audience  •  Communicate  on  a   regular  basis  •  Use  a  standard  and   consistent  format  •  Include  Story  of  Self,   Story  of  Us,  and  Story   of  Now.    •  Keep  it  concise,  well-­‐ wri9en  and  real.    Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 6. A  ladder  to  victory  •  Ladder  of  Engagement   •  Offline  Ac8on  &  Volunteer  Recruitment   •  Call  decision  makers   •  Forward  to  a  friend  Email  decision  makers   •  Submit  online  comments  for  hearings   »  Sign  an  online  pe88on  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 7. Campaign  ARC  •  First  email:  Build  a  founda:on  for  Growth  &  Depth   –  Introduce  your  campaign  Tell  your  campaign  story   (through  story  of  self,  us,  and  now)  Offer  an  easy  online   ac8on  to  get  the  largest  number  of  ac8vists.  •  Second  Email:  Focus  on  Depth   –  Reflect  on  success  of  first  email  and  con8nue  the   campaign  story.  Make  your  second  ask  -­‐-­‐  a  "bigger,"  more   invested  ask  of  the  ac8vist.  This  will  hone  on  the  list  an   iden8fy  poten8al  offline  volunteers.  •  Third  Email:  Focus  on  Growth   –  Reflect  on  the  success  of  the  second  ask.  Give  "insider"   info  on  how  campaign  strategy  is  working.  Con8nue  to   move  people  up  the  leadership  ladder.      Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 8. Iden:fy  your  Target  •  Select  a  target  that  is  moveable    •  Avoid  mul8ple  targets  when  possible  •  Make  sure  your  target  has  the  power  to  fulfill   your  ask  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 9. Subject  Line   Stand  out  from  the  crowd   •  Avoid  spam   •  Personaliza8on   •  Urgent  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 10. Sender  •  Important  Persons  First  and  last  name  •  Organiza8ons  Name  •  Does  not  have  to  be  the  same  address  for   replies  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 11. Messaging  •  Voice   •  Programma8c   •  Friendly,  but  professional   •  Don’t  be  a  wonk  •  Timely  •  One  ask  and  only  one  ask    •  Structure   •  200-­‐400  words     •  Several  links   •  Bold  key  sentences  but  avoid  shou8ng  characters  “*@#*! *#”  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 12. Pictures   worth  a  thousand  words?  •  Moving  an  emo8ve   –  Real  people  working  on  local  issues   –  Baby  animals   –  Environmental  destruc8on   Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 13. Links  •  Don’t  include  full  URL  but  highlight  text  •  Two  links  per  email  max  •  Embolden  links  and  test  them  •  90%  mortality  per  link   Don’t  under  es8mate  the  power  of  baby  animals  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 14. P.S.  and  Thank  You  •  Don’t  forget  to  Thank  those  that  take  ac8on  •  Take  the  next  step  up  the  ladder  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 15. Examples  of  what  worked  well  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 16. Examples  of  what  worked  well  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 17. Examples  of  what  worked  well  •  The  Ohio  State  Wetlands  are  in  Danger  •  Thank  you  for  suppor8ng  us  on  this  issue.      •  Please  join  us  on  Saturday  October  22nd  from   10-­‐12  at  the  OSU  wetlands  for  a  Save  Our   Wetlands  Cleanup.  •  Follow  this  link  for  full  details  and  to  RSVP.        Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 18. Examples  of  What  Worked  well  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 19. Even  beUer  ifs…  •  Dear  Ma9hew,    •  Every  day  during  the  legisla8ve  session,  our  commi9ed  band  of  environmental  lobbyists  go  toe  to  toe  with  highly-­‐paid   industry  lobbyists.  •  But  they  can  only  do  so  much  -­‐  what  is  needed  is  your  voice.  •  Your  legislators  need  to  hear  from  you  and  there  is  no  be9er  way  than  mee8ng  them  one-­‐on-­‐one  in  Olympia  during   Environmental  Lobby  Day.  •  As  a  ci8zen  advocate  you  can  urge  your  legislators  to  take  crucial  stances  against  environmental  rollbacks  and  fight  for  the   quality  of  life  Washingtonians  cherish.  •  Environmental  Lobby  Day  •  When:    Wednesday,  January  25  from  8:30  am  -­‐  5:00  pm  •  Where:  United  Churches  of  Olympia,  110  11th  Ave  SE,  Olympia  •  Bus  Transporta,on,  carpooling,  and  financial  assistance  offered.  •  Pre-­‐registra:on  deadline  is  January  22nd,  2012:  $15.  [Fee  includes  breakfast,  coffee,  tea,  fruit  and  materials.]  •  Student  Rate:  $10  (student  I.D.  required)  •  Bag  lunch  op:on:  $7.50  •  Day  of  Event:  $20  without  lunch  op8on  •  Register  today  at  www.pugetsound.org/lobby-­‐day.  Introduc:on      •         Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 20. Even  beUer  ifs  con:nued…  •  A  ci8zen  from  our  district  who  communicates  an  issue  to  us  is  more  powerful  than  any  paid  lobbyist,  because  at  the  end  of   the  day  we  represent  you.  You  don’t  need  to  be  an  expert.  Speak  from  the  heart.”        -­‐-­‐-­‐  Rep.  Dave  Upthegrove  (33rd)  •  At  Lobby  Day  you  will:  •  Receive  detailed  briefings  on  each  priority;  •  Receive  training  on  how  to  lobby  from  top  environmental  lobbyists;  •  A9end  cons8tuent  mee8ngs  with  all  three  of  your  legislators;  •  Celebrate  the  unveiling  of  the  Puget  Loop  Birding  Trail  with  Audubon  Washington;  •  Get  fueled  up  with  complimentary  breakfast  snacks  and  all  the  coffee  you  can  drink!  •  If  you  choose  just  one  day  to  come  to  Olympia  to  support  a  healthy  Washington  and  healthy  environment,  this  is  the  day  to   do  it!  Your  voice  will  be  joined  with  over  400  other  concerned  ci8zens  to  speak  out  on  three  key  environmental  issues.  You   will  be  advoca8ng  for:  •  Pollu:on-­‐Free  Prosperity.  Preven8ng  a9empts  to  weaken,  delay  or  roll  back  state  environmental  laws  and  programs  that   are  cri8cal  for  clean  air,  clean  water,  and  healthy  communi8es.  •  Toxic-­‐Free  Kids.  Protec8ng  children’s  health  from  cancer-­‐causing  flame  retardants  and  helping  to  put  businesses  on  the   path  to  using  chemicals  that  won’t  harm  the  environment  or  the  bo9om  line.  •  Fulfill  Our  Clean  Energy  Ini:a:ve.  Sustaining  the  success  of  I-­‐937,  our  state’s  voter-­‐approved  clean  energy  ini8a8ve,  in   bringing  investments,  jobs,  and  economic  development  throughout  Washington.  •  No  experience  is  necessary,  you’ll  get  all  the  informa8on  you  need  to  be  an  effec8ve  environmental  advocate.  This  is  a   crucial  8me  for  the  state  -­‐  and  your  voice  will  make  a  difference.  •  Register  today  at  www.pugetsound.org/lobby-­‐day.  •  Thanks  for  all  you  do,  •  Kerry  McHugh  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 21. Really  I  swear  this  is  all  one  email  •  This  alert  is  part  of  a  series  of  ac8on  alerts  from  the  Environmental  Priori8es  Coali8on,  a  network  of  leading  environmental   groups  in  Washington  state  who  believe  we  can  have  a  strong  economy  that  provides  everyone  with  the  opportunity  to   prosper  and  a  clean,  healthy  and  safe  environment  for  ourselves  and  our  children.  Formed  in  2003,  the  Environmental   Priori8es  Coali8on  selects  priority  issues  each  legisla8ve  session  that  are  important  to  protec8ng  public  health  and  welfare.  •  The  Environmental  Priori8es  Coali8on  is  a  combined  effort  of:  •  American  Rivers  •  Cascade  Bicycle  Club  •  Climate  Solu8ons  •  Conserva8on  Northwest  •  Earth  Ministry  •  Environment  Washington  •  Faith  Ac8on  Network  •  Fuse  •  Futurewise  •  Heart  of  America  Northwest  •  The  Lands  Council  •  League  of  Women  Voters  of  Washington  •  Na8onal  Wildlife  Federa8on  •  The  Nature  Conservancy  •  NW  Energy  Coali8on  •  People  For  Puget  Sound  •  Sierra  Club  Washington  •  Surfrider  Founda8on  •  Transporta8on  Choices  Coali8on  •  Washington  Conserva8on  Voters  •  Washington  Environmental  Council  •  Washington  State  Audubon  •  Washington  Toxics  Coali8on  •  Washington  Wildlife  and  Recrea8on  Coali8on  •  Zero  Waste  Washington    •  In  order  to  ensure  delivery  of  this  email,  please  add   Kerry_Mchugh_Environmental_@mail.vresp.com  to  your  address  book  or  safe  senders  list.  •  You  have  received  this  email  because  you  are  a  member  of  one  (or  more!)  of  these  organiza8ons.  This  email  is  part  of  a   special  series  of  ac8on  alerts  on  urgent  environmental  issues  facing  the  Washington  state  legislature.  This  email  was   originally  sent  to   maUtrokan@gmail.com  .  If  you  would  prefer  not  receive  addi8onal  alerts  from  the  Environmental  Priori8es  Coali8on,  you   can  unsubscribe  below.    Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons  
  • 22. Ques:ons  Introduc:on        Pre-­‐wri:ng          Content          Examples      Ques:ons