Campaign Style Guide
What works in traditional print doesn't necessary work on the Web. The key is keeping it short, and using formatting to your advantage. If you have a lot to say, that's fine! But say it as part of the conversation in the campaign discussion.
Campaign Name
The campaign name is what shows up in listings and search results. A great campaign name will:
- communicate the campaign's objective
- incorporate relevant keywords so they show up in Google
Most people will decide whether to visit your campaign based on its name, so make it good!
The Pitch
In the pitch, you have no more than 1,000 characters to explain:
- background/context
- what exactly you want people to do
- why the campaign will work
We call it "the pitch" because it's where you make the case for people to join. A great pitch will:
- be persuasive
- be rich with search-friendly keyword
- be broken into short paragraphs, each including no more than one idea
- include links for more information
The 1,000 character limit is there to help you. Believe us when we tell you that a 5,000 word manifesto will turn more people away than it attracts. By keeping it brief, you make it easy for visitors to make their decision and you'll get more members.
That doesn't mean you should skimp on the details -- just put them elsewhere. We strongly recommend making starting a topic in your campaign with the details. That way, it's not a speech, but an invitation to conversation. If some of your posts are particularly important, you can even edit your pitch to include links directly to them.