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.

Restrictions of UseThe following work is provided to you pursuant to the following terms and conditions. Your use of these materials constitutes your acceptance of these terms: • You may reproduce and distribute the work to others for free, but you may

not sell the work to others. • You may modify the work, provided that the attribution to the New

Organizing Institute and the Author remain on the work. • You shall include a copy of these restrictions with all copies of the work that

you distribute and you shall inform everyone who uses the materials of this agreement.

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 phones

Readers spend 2-7 seconds on most emails

300 percent more email than four years ago

What is good writing on the Internet?

Good writing is good writing.

9What good writing is

Vivid

Clear

Gripping

10What good writing is not

Dry and jargon-heavy

Stiff and format

Confusing

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

Crisis

Something awful is about to happen

Opportunity

We'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 do

and 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 'em

laugh, make 'em mad, even mad at you, stir them up

and 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 review

Everyone needs an editor

Checklist, checklist, checklist

Subscribe to other email lists

www.neworganizing.com@neworganizing

Thank You ToMatt Compton and Ben Simon