One of the great things about online advocacy is you can move someone emotionally and then give them an immediate way to act upon that emotion. This makes conversion quite easy. Always keep this concept front and center in your mind, with every communication you make online. You always want to:1. Tell a great story that makes your case – and creates the impulse to give2. Give people a way to act that’s as simple as a few clicks of the mouseSpeaking of clicks, below is a great video example of tapping into emotions, then telling people what to do with them with a big emphasis on how easy it is to make a difference. I found it via Creativity Online. Now imagine having the donate button right next to this video on YouTube for Nonprofits, where it’s not yet placed. That would be even better.