Found 26 topics tagged ‘Advocacy 101’

How can you keep vegans on board with lobbying efforts to incrementally improve welfare standards for systems they’ve chosen to boycott? Let’s apply common ground messaging theory to answer this question. Triggers: Ethical vegans recognize that cruelty...

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up. You know—all the work he has to do; his accomplishments; how great everyone thinks...

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting. As much as...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup asks. This is not an uncommon approach. And on the surface, it’s easy to...

Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building. It also means that action pages are often the first meaningful touchpoint for new...

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video... When your email has a destination, be protective of...