Write Like You Mean It: How to Write Advocacy Emails That Motivate People

Write Like You Mean It: How to Write Advocacy Emails That Motivate People

Session Type(s): Training

Starts: Thursday, Jun. 20 9:00 AM (Pacific)

Ends: Thursday, Jun. 20 10:15 AM (Pacific)

Room: Marriott Ballroom 4

Think of your favorite book and the way you feel when you open it. Now imagine: wouldn’t it be nice if advocacy emails were actually fun to read, too? In this session, we’ll teach you how to make your emails reach people at a deeper level through storytelling, the power of voices and language that speaks to people’s senses, not just their sense of outrage. We’ll use case studies to illustrate effective email structure and how to create a theory of change that makes sense and how to implement creative writing techniques to craft emails that people want to read all the way through. We’ll discuss finding authentic voices for your content, and connecting with your audience on a deeper level.


Evan Sutton


On April 1, 2007, I was fired from the bar I managed in Seattle with no explanation. When I got home, I found three rejection letters from MFA programs waiting for me.

Looking back, it’s strange to think that day led me to where I am today. After the my life plan collapsed, I decided a change of scenery would help, so I pursued an internship with Barack Obama’s campaign. In the fall of 2007, I landed in a strip-mall field office on the edge of Las Vegas.

Over the coming years, I learned to tell my own story in a political context, and how to train others to tell theirs. After helping pass the ACA in 2010, I came to DC and spent 4 years at the New Organizing Institute training activists and helping tell the story of our organization and our graduates. In 2014 I moved on to the American Federation of Teachers, serving as digital director and communications director and helping tell the story of our members. In 2018, I struck out on my own to start Firekit Campaigns. Today I’m fortunate to help rising leaders refine their message, find their authentic voice, and deploy values-based storytelling across media.