These right-on tips work just as well for non-profit advocacy campaigns as they do for fundraising: http://www.nonprofitmarketingguide.com/blog/2015/03/09/five-ways-to-sabotage-your-call-to-action/?inf_contact_key=63811b535f6ad8ef11b7c495db46357c5c1fffa3b4b5fc6cdadf68a99bd0f747