Great advice on appealing to both head and heart when soliciting charitable donations applies to advocacy as well:  http://www.causevox.com/blog/nonprofit-marketing-hearts-minds/?utm_source=hs_email&utm_medium=email&utm_content=16912639&_hsenc=p2ANqtz-9ZAyLD8gMTZOdKlP6FA3iMzajlDLogywqG3QEeaZ638wU2IwN27GLVx53plU29bR3mOvNlduLW5i9OhN65nobZMhyZVGwFFmpZrX818KiGo50kU0s&_hsmi=16912639