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.
The e-mail featured four donation links and included a time- sensitive, specific goal to raise $150,000 by Sept. 7, so Avaaz could build an online world map and event registry that linked all the Sept. 21 events together, establish a global phone database so supporters could call leaders demanding climate action at the Climate Change Conference in Copenhagen, and organize the media to get the message out. When clicked on, the donation links led to a page that included a donation form, tell-a-friend form and counter showing the amount donated so far. According to Solomon, the organization surpassed its goal, raising $158,000 only five days after the e-mail went out.
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