Writing for Organizers

AcknowledgementsThis presentation was created by Matt Compton and Ben Simon in conjunction with New Organizing Institute.

These new media materials have been developed over the course of many trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum, Colin Holtz and many others.

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AGENDAThe challenges of writing for email

What good writing is

What good writing isn’t

The four components of a great email

“”

I don't think writers are sacred, but words are. They deserve respect. If you get the right ones in the right order, you can nudge the world a little. -Tom Stoppard

Why is email writing hard?

The challenges

6

69 percent of readers don't read; they skim

Growing numbers read on their mobile phonesReaders spend 2-7 seconds on most emails300 percent more email than four years ago

What is good writing on the Internet?

Good writing is good writing.

9What good writing is

Vivid

ClearGripping

10What good writing is not

Dry and jargon-heavy

Stiff and formatConfusing

4 Components of a Great Email

12

Moment

Theory of Change

Emotional Hook

Identity

Four Parts

Moment

• Draws the reader in–What's happening? –Why does it matter?–What should we do about it?

• Urgency–Why take action right now?

14Moment

“”

Never let a serious crisis go to waste. What I mean by that is it's an opportunity to do things you couldn't do before.

-Rahm Emanuel

CrisisSomething awful is about to happen

OpportunityWe're on the verge of something great

16Moment

• Bush has vetoed children's health care– CRISIS

• Congress can override him, but lawmakers must act quickly – OPPORTUNITY

• There's a special election in New York– CRISIS

• If we win, we'll cut into the GOP majority in Congress– OPPORTUNITY

17Moment

Sometimes urgency is easy…

18Moment

Sometimes it isn’t…

“We have a fundraising campaign scheduled for March!”

19Moment

20Moment

Find the urgency• News Pegs– Policy Fights– Advertising

• Calendar deadlines– Voter registration– Days of Action– Debates– Election Day

Theory of Change

A cause-and-effect sequence that begins with something the reader can tangibly doand ends with the resolution of the moment.

22Theory of Change

23

#1: College football won't have a true national champion until there is a playoff system. Sign our petition to demand a playoff.

Theory of Change: MISSING

Theory of Change

24

#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop.

Theory of Change: IMPLAUSIBLE

Theory of Change

25

› #3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Contribute now to keep us going.

Theory of Change: TRUST ME

Theory of Change

Theory of Change

• “A majority of Americans want to repeal “Don't Ask, Don't Tell,” but right-wing voices are drowning them out. With a flood of calls, we'll raise the pressure until they push this bill over the finish line.”

• “China is Burma's only real ally, and if China pressures the junta, Burma will have to back down. So we're launching a petition today and publishing your signatures in the Financial Times—with a huge circulation among the power brokers of Beijing.”

• “New fuel efficiency standards for big trucks are critical to reduce global warming pollution, but the EPA‘s proposal for pollution controls is under attack by the Republican Congress. The EPA comment period is open until January 31st – and it’s up to us to show Congress that Americans support these new standards.”

26Theory of Change

Emotional Hook

It's the way you say it. Make 'em cry, make 'emlaugh, make 'em mad, even mad at you, stir

them upand they'll love it and come back for more.

-Robert Penn Warren, All the King’s Men

28Emotional Hook

“”

Right now, I'm paying $4.19 a gallon every time I fill up my truck. Meanwhile, the oil companies are set to rake in $200 billion in profits.

I like making money as much as the next guy, but if I were making billions, I wouldn't be asking taxpayers for a handout. That's why it is time to cut the subsidies that the oil industry gets from government each year.

Emotional Hook

-versus-

The top five multi-national oil companies have earned $1 trillion dollars in profit over the first decade of the new millennium. Our government has been subsidizing the oil industry for almost 100 years, and over the next decade, the American public will provide to the big oil with $36.5 billion in new tax breaks. With the price of oil hovering at $100 a barrel, it's time to end the subsidies.

Identity

Identity

What does participating say about what kind of person I am?

How are supporters like me the heroes of this story?

Identity

We give because it makes us happy.

We give because it makes us feel important.

We give because we want to be part of a success story.

We give because others are giving.

Some Tips

Some Tips

Use short paragraphs and bolding

Write a first sentence that demands attention

Get a peer to reviewEveryone needs an editor

Checklist, checklist, checklistSubscribe to other email lists

www.neworganizing.com@neworganizing

Thank You ToMatt Compton and Ben Simon