American Civil Liberties Union Fundraising Email (Spec Ad)

Writing an email for the American Civil Liberties Union (ACLU)—a civil rights nonprofit that works to defend human rights in the United States—to raise money and awareness for ongoing voting rights issues.

Goals:

To ask ACLU email subscribers for donations and raise awareness about a voting rights issue in Pennsylvania, where ballots are rejected because of minor errors in dating.

Audience & Tone:

Audiences for this email include ACLU supporters who have shown an interest in issues related to voting rights and defending democracy in the past.

The ACLU typically utilizes a serious, no-nonsense tone and often writes about real-world cases the organization is involved with in order to communicate the gravity of the human rights issues at stake.

(Please note that names in this email have been changed)

Solution:

For this project, I utilized some of the details of a Pennsylvania case the ACLU is actively involved in: Black Political Empowerment Project v. Schmidt. I emphasized the emotional and political ramifications of rejecting ballots, hitting particularly on the risks to our democracy and provided one soft call for donations at the beginning, as well as one firmer call for funds at the end.

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