Found 26 topics tagged ‘Advocacy 101’

How do you encourage and celebrate meat-reduction efforts in ways that will be receptive to meat eaters but won’t alienate vegetarians or vegans? Let’s apply common ground messaging theory to answer this question. Triggers: Meat eaters can...

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...

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet)...

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always be the best vehicle for your message. It helps to know when someone else...

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid ‘telling’ people what to think. That includes making assertions that some things are cruel,...