I was thrilled to receive an email
yesterday from Environmental Defense (ED), urging me to take a look at the print ad they’re running in Roll Call (the D.C.-based daily paper on congressional news) today. When I clicked on the link provided, I got to a page that engaged me (I’m a donor) and made me feel that the organization is doing great work. Now I’m ready to give more.
Here’s how ED succeeds in engaging two critical audiences (legislators and citizen supporters/advocates), for the price of a single ad. They:
- Place the ad for a specific audience (congressional representatives, senators and their staff members) — telling them that 50,000 ED supporters (most of whom receive their email) have signed the New Patriotism Declaration urging Congress to cap and cut global warming pollution.
- Piggyback on the ad campaign via outreach to Declaration signers and other supporters (demonstrating follow through, and competency) — showcasing the ad and explaining ED’s strategy.
- Continue the conversation with these supporters, who may not have been involved with ED since signing the Declaration, thanking them for their support and nurturing them as a loyal community rather than a group of individuals.
- Update this community on encouraging committee work and pending legislation on Capitol Hill, paving the way for future requests for support — donation- and advocacy-wise.
Strong double play, Environmental Defense.
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