Marriage Equality Protection PAC
This rapid-response fundraising email was created for the Marriage Equality Protection PAC after the Supreme Court declined to hear Kim Davis’s challenge to overturn marriage equality. The email celebrates the protective impact of Obergefell v. Hodges while emphasizing that LGBTQ+ rights remain vulnerable. The message blends hope with urgency, calling on supporters to help safeguard marriage equality against future challenges.
Objectives
- Highlight the Supreme Court’s refusal to hear the Kim Davis challenge as a moment of relief
- Reinforce that LGBTQ+ rights remain under threat, even when temporary victories occur
- Activate supporters emotionally through a mix of celebration and caution
- Drive small-dollar donations to support ongoing LGBTQ+ legal advocacy
- Keep the messaging accessible, concise, and mobile-friendly
Strategy
- Lead with positivity to anchor the message in hope (“Love Stays Winning”), then pivot to the continued threat landscape
- Keep copy conversational and direct, starting with “Hey Jane” and asking the reader if they heard the news, mirroring grassroots political email best practices
- Pivot to urgency by outlining the risks posed by the current Court and future challenges
- Include a single, bold CTA (“DONATE NOW”) centered in the body to maximize conversions
- Close with a simple, empathetic ask emphasizing that even small donations help defend LGBTQ+ rights
Key Features
- Eye-catching, joyful header that immediately conveys the “good news” framing
- Clear narrative arc: Good news → Ongoing threat → Call to action
- Short paragraphs designed for readability on mobile
- Strong emotional resonance paired with policy context
- High-contrast CTA button for maximum click-through
- Clean, email-safe HTML structure for consistent rendering across clients