Communications strategy and service architecture for an initiative teaching healthy disagreement
Communications strategy, positioning, copywriting, brand voice, campaigns, ghost writing, publication design.
For the Sake of Argument
2024-2026
Civic dialogue, informal education, conflict engagement
The Challenge
For the Sake of Argument is a non-partisan educational initiative teaching people to lean into argument rather than avoid it, and to use it as a tool for learning and connection rather than something to be survived or avoided. In a deeply divided world, they treat healthy argument as a discipline that can be taught.
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When I joined, For the Sake of Argument had just completed its first two years of research and implementation and released its first strategic plan, with ambitious goals for the two years ahead. Their work was already proven: over fifty organizations have partnered with them, from federations and campus organizations to day schools and institutions.
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They had built twelve services over those two years and needed a structure to hold them together, so potential partners could see everything they offered and understand where to begin. They also needed their first communications strategy: who they were speaking to, what they were offering each audience, and how someone moves from a first conversation into a long-term partnership.
The Work
I restructured the twelve services into a three-tier model, built around the journey a partner actually takes rather than the individual products on offer.
Tier 1
90 Minute Workshop
Ninety-minute sessions with low commitment and proven results. The easiest way for an organization to experience healthy argument for the first time.
Tier 2
In depth series
Multi-session work for organizations ready to build the practice rather than sample it. Aimed at academic institutions and campus organizations.
Tier 3
Premium
Long-term work with organizations building healthy argument into how they operate. Includes an in-depth training retreat, organizational culture change, and curriculum design.
Underneath the tiers, I wrote the positioning and copy for all twelve services and led the strategy behind the redesigned services pages, so that a partner arriving for the first time could see the whole model and understand where to begin. Web design and development by Vertical Loop.
The outcome
Alongside my work in rebuilding their service architecture, I led marketing and communications across the team and for the co-directors. I built their marketing plan: goals, strategy, tactics, and ran campaigns that brought each tier to its audience. I maintained their 50%+ email open rate across a loyal audience. I wrote all public materials for the organization — blog posts, social copy, and thought leadership, including ghostwriting for the co-directors.
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The tiered structure was implemented across the team, with guidance for how to move a partner up through it during a consultation. For the Sake of Argument now has a single articulated offer its team can explain, and a structure that lets an organization start with ninety minutes and continue through to embedding healthy argument across their team.