How to write a greataction 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?

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Why it’s still a revolutionary form of communication: It’s cheap.

It’s timely.

Actionable, and flexible.

Everyone uses it.

Measureable.

Email is a great engine!

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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.“

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No F1 in brutal Bahrain

ben.margetts@avaaz.org

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.

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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

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Take care:Write, as if you write a letter to the prime minister.Deine Email ist nichts wert, wenn die Menschen nicht mitmachen.

04. How to write it

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„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!

Main #failures:

Anatomy of an Email

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

Non body elements (don‘t rush).

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

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Optional: (Hook)

Crisitunity

Theory of change

Ask

Delivery (Tying it to the real world)

Movement story

Sources

Body elements.

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