Purpose

Education missions can serve multiple purposes, but we recommend using them for any of the following:

  • Introducing yourself to new supporters who may be unfamiliar with you or your org
  • Educating your supporters about relevant issues
  • Arming your supporters with simple, salient talking points

In general, you can use education missions to turn low-information supporters into high-information supporters.


Style

Follow these simple rules to make your education missions as effective as possible.


Mission Name

Use a short and catchy mission name.  In as few words as possible, try to explain what the supporter will know by the end of the mission.  Mission names that have a sense of purpose typically perform better.


Introduction

Provide a 2-3 sentence description of what the mission is about.  Your goal here is to further entice the supporter to begin the mission.  The introduction can expand on the mission name and provide more detail, but just like with the name, you want to describe what the supporter will learn during the mission.  Don't give away the content here - just grab attention.


We highly recommend inserting a picture at the beginning of the introduction that is thought-provoking and engaging.


Mission Text

This is the heart of your content.  You want it to be informative, but you don't want to overwhelm the supporter either.  Try to keep your text material to no more than 3 paragraphs, each of which is 3-4 sentences.  We recommend having no more than 3 main points you want to convey.


If you want to support your content with additional material, you can link to websites that provide the supporter with more information.


Pictures can be effective here as well - you can spread them throughout the text itself.  We recommend limiting your use of pictures to 1 image per concept or talking point.