Writing for Activist Causes: A Call to Action

So for in this series Tips for Writing for Activist Organizations, I’ve talked about choosing a compelling issue and crafting a comprehensive strategy for addressing that issue. Today, I want to talk about the third component of successful activist copy: the Call to Action.

Unless you’ve been (understandably) shying away from the news lately, you’ve probably noticed there’s an election coming up. Last week, President Obama went on a base-rallying tour, hoping to galvanize Democrats into voting in the mid-term elections.

Amidst all of his talking points about the economy, health care and criticism of the Republicans, the President delivered a strong, to-the-point call to action: If you want to continue building the movement we started in 2008, vote for Democrats in November.

Obviously, I don’t know how well this call to action worked yet. But it does seem to be energizing at least a core group of Democrats and Obama supporters.

And that’s what activist organizations want to do when they're communicating with their donors. If you’re presenting your issue in a compelling manner, with a comprehensive strategy, your donors are going to be so excited about what you’re doing that they will be compelled to act immediately. And if you’re smart, you’ll drive that action.

• I love a good Petition or Postcard to the President, Congress, head of a corporation or other recognizable official-type person. They're easy for the donor -- simply sign and return -- and a great way for you to show those leaders how much support there is for your issue.
• A boycott, while harder to organize and follow through on, can also be extremely effective. Donors love knowing they're a part of a larger movement fighting for positive change. 
• Put your call to action in pledge form, so the donor has something to sign and return – hopefully, along with a check.
• Add a deadline -- nothing gets people moving faster than a time-limited offer.
• Offer a little something extra for their support. An issue-specific decal saying that the donor took action could provide that extra motivation to act -- and act now.

Even better, these are all actions you can hearken back to when you write your acknowledgements, telling the donors how many petitions you collected, the initial impact of their boycott, or a story about seeing your decal out in the world making a difference.

More questions about writing for an activist organization? Post them below, and I’ll answer next week!