October 22, 2015 7 Steps to Creating Your Change.org Sponsored Campaign October 22, 2015/ Mallory A. Russell This guide covers everything you will need to create your campaign, including tips to make it clear and compelling, and proven techniques to attract viewers to be part of your organization. Set aside at least an hour to work on each campaign element to get the most out of your Change.org campaign.Below is an example of what a typical Change.org Sponsored Campaign looks like to our users. It's followed by examples of a Change.org Sponsored Campaign's two core elements: the petition letter and the "read more" section. Using the examples above to guide you, you will see we need a few pieces of creative from you to get started. Start with your imageSize matters: 1600 x 900 pixels with a high resolution works best for us.What kind of image would draw you in? Remember, this is your first chance to grab the attention of potential supporters for your organization.People care about other people. And cute cuddly animals (if that’s on brand with your organization and campaign content, of course). If you can, include close ups of 1-2 people in your image, preferably making eye contact with the camera.Try not to use stock photography if possible. It can feel a little less personal and it might not resonate with our users.Can’t choose just one image? Send us a few options to test, then our platform will automatically show the image with the highest conversion rate to our users.Now, a title to capture everyone’s attentionShort and sweet is important here - aim for around 50-100 characters.Verbs are your friends. Remember, Change.org users love to take action. Make sure your title includes a clear and compelling call to action.Name the decision maker. Are you targeting an elected official, a company or an individual? Try to include their name in the title if possible. (Example: “Tell Mayor Smith: Our children need safer bike lanes now!”)Urgency. Your issue is timely, important, and immediate action is critical. Make sure your potential supporters know that.Next, is the short copy for the Sponsored Campaign:This is the abridged version of your Change.org Sponsored Campaign with a hard limit of 300 characters. Potential supporters will still have the chance to read your entire petition, but this is your best shot at getting their attention, so give this copy your best shot to draw them in.Demonstrate the problem. Don’t be scared to lay out the cold, hard facts up front. Let your new supporters know exactly what consequences we face if we don’t take action on this issue.Make it personal. How will your new supporter be impacted personally, or at least peripherally, if nothing is done?Let them know they are the solution. It’s not all gloom and doom -- be sure to end on a high note, laying out exactly what your new supporter can do to help. The description or “long” copy of the petition gives you more room to elaborate:Ok, this is what you think of when you think of a Change.org petition. The long description of your Sponsored Campaign will be shown to users after they’ve clicked “read more” (like in the example we’ve provided).It can be longer, but not too long. Try to keep it between 3-4 paragraphs tops.The same rules as above apply: demonstrate the problem, make it personal, end on a high note -- now you just have more room to elaborate.Write a Petition Letter that decision makers receiveIf you’re sending signatures to a decision maker (elected official, company rep, etc.), this will be the body of the automated update that they receive from your signers.Keep it short, respectful, and smart.Lay out exactly what you’d like the decision maker to do. Be as clear as possible with concrete steps and actions.Speaking of decision makers, make sure you connect with yours When you’re targeting a decision maker, they’ll receive a notification that your petition has been created, and updates on your petition based on the number of signatures it receives.Decision makers are also given the opportunity to respond to your petition to let you know what they plan to do about the issue.Decide whether your ask is more of a petition or a pledgeA petition should be used when you’re targeting a specific decision maker to take an action, whether it’s legislative or another kind of action. Petitions are great at recruiting advocates and action-takers, so keep in mind your long-term goal for your new Change.org supporters and how you’ll be measuring success when you’re considering whether to run a petition or a pledge.A pledge is great for showing support to an idea, or asking someone to support an organization or action in general, i.e. I pledge to go to my local park at least once a week. In general, pledges work well for attracting and cultivating people who are likely to donate, so if you plan on sending fundraising appeals to your new supporters, consider testing out a pledge.