Cover Story: Giving Voice
● Was simple. Volunteers needed to get the ball rolling and organize the events, and Avaaz.org provided the support. "Your role is straightforward: You just need to choose the location (a good public place near you) and register a Sept. 21 event using our online tool, encourage friends to attend, and read through a short kit beforehand so you have all the information you'll need. Get creative or keep it simple — it's a fun way to contribute to the climate movement, and a great way to meet other Avaaz members."
The e-mail also set the stage for what would occur at the events that were being organized mostly out of the organization's control, leaving nearly nothing to imagination: "On the morning of Sept. 21, everyone participating will set our alarms and gather together a few minutes before the assigned time, at locations chosen by the hosts in our local area. When our alarms go off, we'll hold up our mobile phones and find each other, and then, as a group, call our leaders to urge them to go to Copenhagen and sign a fair, ambitious and binding climate treaty this year. We'll make as much noise as we can, while recording videos and photos for the UN presentation — then head back to work, school or home to upload the results!"
● 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.
