Adam Green posted this article on OpenLeft criticizing a mass email he received from the Democratic Senatorial Campaign Committee.
What was wrong?
No where in the email Adam received was there a theory on for why the call to action will have any impact – what he calls a “theory for change.”
It didn’t pass the smell test. He creates an important distinction between “inflam(ing) people’s passions just to get their email addresses (and, more likely than not, to fundraise from them — as opposed to later engaging them in quality activism).”
Contrary to the email sender’s wishes, Adam was left feeling insulted and maddened.
Here is Adam’s take on what this email should have looked like
Dear Adam,
Republicans in DC are bankrolling Norm Coleman’s continued court challenge in Minnesota and are encouraging him to drag this thing out forever.
They know Al Franken won. But for them, it’s worth it to keep shelling out money to block the seating of Senator Franken.
Put simply, the incentives are all wrong. So let’s set the incentives right.
Today, we’re launching “Norm’s Democratic Dollar A Day.” We’re asking people across the country to donate $1 to the DSCC every day that Norm Coleman refuses to concede (up to 100 days max, in case he’s completely delusional).
Think about how this would change the game. If 1 million people signed up, and Senate Republicans up for re-election in 2010 saw the committee charged with defeating them getting $1 million each day that Coleman is obstinate, what do you think would happen?
First, they may be in denial. But after a couple days, you’d have Republican Senators, operatives, strategists, and lobbyists all calling Coleman saying, “Your time is up. Concede!”
Looking at Adam’s proposed email, the theory of change is apparent.
“The incentives are all wrong” – what fun! By participating in the Dollar a Day action, the reader becomes part of a large effort to get Norm Coleman to concede the senate race.
The reader is given a specific reason to give and knows why his donation will be effective.
The “theory for change” is made explicit with the section that starts with “think about how this would change the game.”
Genius.
Other observations
- The other thing I noticed about Adam’s email is that there are multiple opportunities to take action. I counted three links that presumably bring the reader to a donation page where you can also “tell a friend.”
- The email refers to Coleman as “obstinate” – like a child.
- There is a section about how “Republican Senators, operatives, strategists, and lobbyists” would all freak out. This paints a vision of a large Republican machine, but not in a way that might paralyze readers, but invites them to take part in the (slightly naughty) fun.
