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. firstname.lastname@example.org
The Audience• Don’t assume our audience has a shared ideology. (Even within a certain cause category.)• Don’t assume our audience has knowledge of a specific issue. (Even if they’ve 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 • Don’t assume knowledge or use acronyms or jargon • Avoid sarcasm, memes, internet jokes he won’t understand
Take care: Write, as if you write a letter to the prime minister. Deine Email ist nichts wert, wenn die Menschen nicht mitmachen.13
*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 Sources23
Hook• Objective: Catch the reader’s 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 won’t 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 don‘t matter