2. Acknowledgements This 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 Use The 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.

3. AGENDA The challenges of writing for email What good writing is What good writing isn’t The four components of a great email

4. “ ” 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

5. Why is email writing hard?

6. 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

7. What is good writing on the Internet?

8. Good writing is good writing.

9. 9 What good writing is Vivid Clear Gripping

10. 10 What good writing is not Dry and jargon-heavy Stiff and format Confusing

12. 12 Moment Theory of Change Emotional Hook Identity Four Parts

13. Moment

14. Draws the reader in – What's happening? – Why does it matter? – What should we do about it? Urgency – Why take action right now? 14 Moment

15. “ ” 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

16. Crisis Something awful is about to happen Opportunity We're on the verge of something great 16 Moment

17. 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 17 Moment

18. Sometimes urgency is easy… 18 Moment

19. Sometimes it isn’t… “We have a fundraising campaign scheduled for March!” 19 Moment

20. 20 Moment Find the urgency News Pegs – Policy Fights – Advertising Calendar deadlines – Voter registration – Days of Action – Debates – Election Day

21. Theory of Change

22. A cause-and-effect sequence that begins with something the reader can tangibly do and ends with the resolution of the moment. 22 Theory of Change

23. 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. 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. 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

26. “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 31 st – and it’s up to us to show Congress that Americans support these new standards.” 26 Theory of Change

27. Emotional Hook

28. 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 28 Emotional Hook “ ”

29. 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.

30. Identity

31. What does participating say about what kind of person I am? How are supporters like me the heroes of this story?

32. 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.

34. 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

35. www.neworganizing.com @neworganizing Thank You To Matt Compton and Ben Simon