Use Stories to Win the Inbox Battle

Oxfam utilized email to tell a moving story about a refugee caught in the grip of a crisis.

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Following an armed conflict between Israel and Hamas, Oxfam staff went to Gaza to help address the humanitarian need. The organization needed to quickly raise a large amount of money to help families whose lives were affected by the crisis.

People on Oxfam’s email list received a vivid story of the grim conditions on the ground, which provided a clear sense of the stakes and the need for more funding. The email made a moving human connection by sharing the story of Enshira, a Palestinian sheltering in a public building as the water supply dwindled.

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