Writing an email and corresponding social media post for the Central Association for the Blind and Visually Impaired (CABVI) to 1) grow their social media presence and 2) build their email list via a gift raffle.

CABVI Engagement Email & Social Post

Goals:

Primary goal: To build CABVI’s email list via a gift raffle for a free plush guide dog

Secondary goal: Increase awareness of CABVI’s social media presence

Audience & Tone:

Audiences for this social post and corresponding email include CABVI donors and supporters.

CABVI typically utilizes a professional, but casual tone, and may use a more light-hearted touch when the situation calls for it (such as a raffle for a plush guide dog).

Solution:

Because the client requested copy that solicited both a hard and soft action—raffle entry and social media follow—from a broad audience, the copy needed to be brief, clear, and appealing to all demographics.

A broad audience requires a broad, but engaging message—short and powerful copy that piques attention from the very beginning: Enter to win your new best friend.

Everyone loves a sweet dog, so I played into that throughout the copy.

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