SlideShare a Scribd company logo
1 of 32
Download to read offline
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 it’s still a revolutionary form of communication:
      It’s cheap.
      It’s timely.
      Actionable, and flexible.
      Everyone uses it.
      Measureable.




4
You do not build a list,
    you build a community!




5
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




8
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
9
03. Whom to write it to
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
04. How to write it
Main #failures:
      „The policy paper“ email.
         Often, emails are an in depth explanation of the
          sender‘s policy.


      „The email with no asks. Or too many asks.“

     One ask per email!




15
Anatomy of an Email
Non body elements (don‘t rush).

                         • Subjects
                         • Call-out text
                         • Call-out images




17
Subjects
• Short
• Rätselhaft
• 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




23
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
05. Testing
For more info, contact:

@ChangeGER

@p_v_c

More Related Content

Similar to #RC12: Writing Great Email Action Alerts

This is Why No One Reads Your Newsletter - Updated March 2014
This is Why No One Reads Your Newsletter - Updated March 2014This is Why No One Reads Your Newsletter - Updated March 2014
This is Why No One Reads Your Newsletter - Updated March 2014Here's My Chance
 
Letter_Writing.ppt
Letter_Writing.pptLetter_Writing.ppt
Letter_Writing.pptYashwanth Rm
 
Story structure in journalism
Story structure in journalismStory structure in journalism
Story structure in journalismCubReporters.org
 
The Elements of a Good Headline
The Elements of a Good HeadlineThe Elements of a Good Headline
The Elements of a Good HeadlineEric Athas
 
Iof scotland presentation 1
Iof scotland presentation 1Iof scotland presentation 1
Iof scotland presentation 1alinereed
 
Building a Solid Base: Connecting the Dots
Building a Solid Base: Connecting the DotsBuilding a Solid Base: Connecting the Dots
Building a Solid Base: Connecting the DotsMichelle Kershner
 
MariumLodhi_2950_13975_12FWeek 6- presentation.pptx
MariumLodhi_2950_13975_12FWeek 6- presentation.pptxMariumLodhi_2950_13975_12FWeek 6- presentation.pptx
MariumLodhi_2950_13975_12FWeek 6- presentation.pptxMuhammadMurtazaAliza
 
Latest Spot.Us Prez
Latest Spot.Us PrezLatest Spot.Us Prez
Latest Spot.Us PrezDavid Cohn
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the WebJohn McCrory
 
Writing Workshop 2
Writing Workshop 2Writing Workshop 2
Writing Workshop 2cs404ta
 
This is Why No One Reads Your Newsletter
This is Why No One Reads Your NewsletterThis is Why No One Reads Your Newsletter
This is Why No One Reads Your NewsletterHere's My Chance
 
Donor Retention Through Improved Communications w/ Jay Love
Donor Retention Through Improved Communications w/ Jay LoveDonor Retention Through Improved Communications w/ Jay Love
Donor Retention Through Improved Communications w/ Jay LoveBloomerang
 
Bdd - how to solve communication problems
Bdd - how to solve communication problemsBdd - how to solve communication problems
Bdd - how to solve communication problemsReload! A/S
 

Similar to #RC12: Writing Great Email Action Alerts (20)

Blogging for business
Blogging for businessBlogging for business
Blogging for business
 
This is Why No One Reads Your Newsletter - Updated March 2014
This is Why No One Reads Your Newsletter - Updated March 2014This is Why No One Reads Your Newsletter - Updated March 2014
This is Why No One Reads Your Newsletter - Updated March 2014
 
In-depth storytelling
In-depth storytellingIn-depth storytelling
In-depth storytelling
 
Letter_Writing.ppt
Letter_Writing.pptLetter_Writing.ppt
Letter_Writing.ppt
 
Letter_Writing.ppt
Letter_Writing.pptLetter_Writing.ppt
Letter_Writing.ppt
 
Made To Stick
Made To StickMade To Stick
Made To Stick
 
Story structure in journalism
Story structure in journalismStory structure in journalism
Story structure in journalism
 
The Elements of a Good Headline
The Elements of a Good HeadlineThe Elements of a Good Headline
The Elements of a Good Headline
 
Kelsey Libert Outreach and Relationship Building
Kelsey Libert Outreach and Relationship Building Kelsey Libert Outreach and Relationship Building
Kelsey Libert Outreach and Relationship Building
 
Iof scotland presentation 1
Iof scotland presentation 1Iof scotland presentation 1
Iof scotland presentation 1
 
Building a Solid Base: Connecting the Dots
Building a Solid Base: Connecting the DotsBuilding a Solid Base: Connecting the Dots
Building a Solid Base: Connecting the Dots
 
MariumLodhi_2950_13975_12FWeek 6- presentation.pptx
MariumLodhi_2950_13975_12FWeek 6- presentation.pptxMariumLodhi_2950_13975_12FWeek 6- presentation.pptx
MariumLodhi_2950_13975_12FWeek 6- presentation.pptx
 
Latest Spot.Us Prez
Latest Spot.Us PrezLatest Spot.Us Prez
Latest Spot.Us Prez
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web
 
Writing Workshop 2
Writing Workshop 2Writing Workshop 2
Writing Workshop 2
 
This is Why No One Reads Your Newsletter
This is Why No One Reads Your NewsletterThis is Why No One Reads Your Newsletter
This is Why No One Reads Your Newsletter
 
feature1.pptx
feature1.pptxfeature1.pptx
feature1.pptx
 
Presentation1
Presentation1Presentation1
Presentation1
 
Donor Retention Through Improved Communications w/ Jay Love
Donor Retention Through Improved Communications w/ Jay LoveDonor Retention Through Improved Communications w/ Jay Love
Donor Retention Through Improved Communications w/ Jay Love
 
Bdd - how to solve communication problems
Bdd - how to solve communication problemsBdd - how to solve communication problems
Bdd - how to solve communication problems
 

More from Paula Peters

Change.org bei der IG Metall Jugend: Welt retten mit Internet
Change.org bei der IG Metall Jugend: Welt retten mit InternetChange.org bei der IG Metall Jugend: Welt retten mit Internet
Change.org bei der IG Metall Jugend: Welt retten mit InternetPaula Peters
 
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...Paula Peters
 
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)Paula Hannemann, Social Media: How to ride the Storm (German, updated version)
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)Paula Peters
 
2012: How To Leadership in Social Media Crisis Management
2012: How To Leadership in Social Media Crisis Management2012: How To Leadership in Social Media Crisis Management
2012: How To Leadership in Social Media Crisis ManagementPaula Peters
 
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula Hannemann
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula HannemannSocial Media: 10 Shit Storm Tips - How to survive a shit storm - Paula Hannemann
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula HannemannPaula Peters
 
Twittwoch 2010: Tiger & Online Activism
Twittwoch 2010: Tiger & Online ActivismTwittwoch 2010: Tiger & Online Activism
Twittwoch 2010: Tiger & Online ActivismPaula Peters
 
Recampaign 2011 - WWF: Von Null auf Social Media
Recampaign 2011 - WWF: Von Null auf Social MediaRecampaign 2011 - WWF: Von Null auf Social Media
Recampaign 2011 - WWF: Von Null auf Social MediaPaula Peters
 
Shitstorm: Social Media Krisenkommunikation - 10 Tipps
Shitstorm: Social Media Krisenkommunikation - 10 TippsShitstorm: Social Media Krisenkommunikation - 10 Tipps
Shitstorm: Social Media Krisenkommunikation - 10 TippsPaula Peters
 

More from Paula Peters (8)

Change.org bei der IG Metall Jugend: Welt retten mit Internet
Change.org bei der IG Metall Jugend: Welt retten mit InternetChange.org bei der IG Metall Jugend: Welt retten mit Internet
Change.org bei der IG Metall Jugend: Welt retten mit Internet
 
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...
Change.org, Paula Hannemann: Die digitale Bewegung - Eine Evolution. (Campact...
 
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)Paula Hannemann, Social Media: How to ride the Storm (German, updated version)
Paula Hannemann, Social Media: How to ride the Storm (German, updated version)
 
2012: How To Leadership in Social Media Crisis Management
2012: How To Leadership in Social Media Crisis Management2012: How To Leadership in Social Media Crisis Management
2012: How To Leadership in Social Media Crisis Management
 
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula Hannemann
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula HannemannSocial Media: 10 Shit Storm Tips - How to survive a shit storm - Paula Hannemann
Social Media: 10 Shit Storm Tips - How to survive a shit storm - Paula Hannemann
 
Twittwoch 2010: Tiger & Online Activism
Twittwoch 2010: Tiger & Online ActivismTwittwoch 2010: Tiger & Online Activism
Twittwoch 2010: Tiger & Online Activism
 
Recampaign 2011 - WWF: Von Null auf Social Media
Recampaign 2011 - WWF: Von Null auf Social MediaRecampaign 2011 - WWF: Von Null auf Social Media
Recampaign 2011 - WWF: Von Null auf Social Media
 
Shitstorm: Social Media Krisenkommunikation - 10 Tipps
Shitstorm: Social Media Krisenkommunikation - 10 TippsShitstorm: Social Media Krisenkommunikation - 10 Tipps
Shitstorm: Social Media Krisenkommunikation - 10 Tipps
 

Recently uploaded

Top 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTop 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTopCSSGallery
 
Six Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal OntologySix Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal Ontologyjohnbeverley2021
 
Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftshyamraj55
 
State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!Memoori
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightSafe Software
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...ScyllaDB
 
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxFIDO Alliance
 
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...ScyllaDB
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireExakis Nelite
 
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)Samir Dash
 
How to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cfHow to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cfdanishmna97
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGDSC PJATK
 
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)Paige Cruz
 
Design Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptxDesign Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptxFIDO Alliance
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingScyllaDB
 
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdfMuhammad Subhan
 
Introduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptxIntroduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptxFIDO Alliance
 
AI mind or machine power point presentation
AI mind or machine power point presentationAI mind or machine power point presentation
AI mind or machine power point presentationyogeshlabana357357
 
2024 May Patch Tuesday
2024 May Patch Tuesday2024 May Patch Tuesday
2024 May Patch TuesdayIvanti
 
Introduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDMIntroduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDMKumar Satyam
 

Recently uploaded (20)

Top 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development CompaniesTop 10 CodeIgniter Development Companies
Top 10 CodeIgniter Development Companies
 
Six Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal OntologySix Myths about Ontologies: The Basics of Formal Ontology
Six Myths about Ontologies: The Basics of Formal Ontology
 
Oauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoftOauth 2.0 Introduction and Flows with MuleSoft
Oauth 2.0 Introduction and Flows with MuleSoft
 
State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!State of the Smart Building Startup Landscape 2024!
State of the Smart Building Startup Landscape 2024!
 
The Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and InsightThe Zero-ETL Approach: Enhancing Data Agility and Insight
The Zero-ETL Approach: Enhancing Data Agility and Insight
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
 
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
 
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...
Event-Driven Architecture Masterclass: Integrating Distributed Data Stores Ac...
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - Questionnaire
 
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
 
How to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cfHow to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cf
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 Warsaw
 
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
Observability Concepts EVERY Developer Should Know (DevOpsDays Seattle)
 
Design Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptxDesign Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptx
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream Processing
 
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf
“Iamnobody89757” Understanding the Mysterious of Digital Identity.pdf
 
Introduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptxIntroduction to FIDO Authentication and Passkeys.pptx
Introduction to FIDO Authentication and Passkeys.pptx
 
AI mind or machine power point presentation
AI mind or machine power point presentationAI mind or machine power point presentation
AI mind or machine power point presentation
 
2024 May Patch Tuesday
2024 May Patch Tuesday2024 May Patch Tuesday
2024 May Patch Tuesday
 
Introduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDMIntroduction to use of FHIR Documents in ABDM
Introduction to use of FHIR Documents in ABDM
 

#RC12: Writing Great Email Action Alerts

  • 1. How to write a great action alert? Open space session @ #rc12 @p_v_c @ChangeGER
  • 2. 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!
  • 3. 01. Why is email important?
  • 4. Email is a great engine!  Why it’s still a revolutionary form of communication:  It’s cheap.  It’s timely.  Actionable, and flexible.  Everyone uses it.  Measureable. 4
  • 5. You do not build a list, you build a community! 5
  • 6. 02. When to write an email
  • 7. CRISITUNITY CRISIS + OPPORTUNITY THEORY OF CHANGE CAUSE AND EFFECT RELATION „When you do this X, Y will change.“
  • 8. No F1 in brutal Bahrain 8
  • 9. 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 9
  • 10. 03. Whom to write it to
  • 11. 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.)
  • 12. 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
  • 13. Take care: Write, as if you write a letter to the prime minister. Deine Email ist nichts wert, wenn die Menschen nicht mitmachen. 13
  • 14. 04. How to write it
  • 15. Main #failures:  „The policy paper“ email.  Often, emails are an in depth explanation of the sender‘s policy.  „The email with no asks. Or too many asks.“ One ask per email! 15
  • 16. Anatomy of an Email
  • 17. Non body elements (don‘t rush). • Subjects • Call-out text • Call-out images 17
  • 18. Subjects • Short • Rätselhaft • Relevant • Urgency / Timeline • Country specific • Alliteration
  • 19. *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.
  • 20. Campaign: Tell Angela Merkel to speak out for Saudi Women
  • 21. Call-out Text • Needs to stand on its own • Tell the complete story • Identify the target and the ask • Avoid confusing acronyms or jargon
  • 22. Call-out Image • Look for images that: • Humanize the issue • Call attention to a well-known brand or figure
  • 23. Body elements.  Optional: (Hook)  Crisitunity  Theory of change  Ask  Delivery (Tying it to the real world)  Movement story  Sources 23
  • 24. Hook • Objective: Catch the reader’s attention • You have 2-7 seconds to make the reader want more
  • 25. Explain the Crisitunity • Objective: Explain the crisis to the reader, highlight our opportunity, and emphasize the urgency of his or her action.
  • 26. 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.
  • 27. 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
  • 28. 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
  • 29. 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
  • 31.
  • 32. For more info, contact: @ChangeGER @p_v_c