Cover Story: Giving Voice
Avaaz.org’s unique, empowering approach allows supporters to help shape its agenda, giving them a more intense connection to the outcome and making it easier to raise funds and encourage other actions.
At the end of August, Avaaz sent a relatively text-heavy e-mail stating the urgent issue: "On climate, it's now or never. We have just over 100 days left to reach a new global treaty to avert climate disaster (and unleash a new green economy) — but we're nowhere near getting it done."
Solomon says the organization was going for consultative language that also mobilized recipients, explaining what it would mean if the organization was to go forward with the campaign. The e-mail factually laid out the details of the implications of the campaign and then let recipients decide.
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