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.
● Included multiple calls to action. Like the second e-mail that asked for a donation, this e-mail included three calls to action throughout to grab recipients at strategic points within the e-mail.
● Was "insider" yet educational. Throughout the e-mail, the organization used insider lingo like "flash mobs," while also describing them as "fun, peaceful demonstrations in which participants assemble suddenly in a public place, blending in with the crowd, perform an unusual action simultaneously for a few minutes, and then quickly disperse." The bottom of the e-mail also included a link to a Wikipedia page that explains flash mobs in greater detail.
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