Well, the two major parties have just finished their national conventions, but this very strange election year is far from over. For better or for worse.
Over the past four election cycles, I have written about what I’ve seen going on in direct mail and email collected by Who’s Mailing What!
From formats and premiums, and call-to-action (CTA) buttons to subject lines, there’s a lot to review and think about. So far, I’m not seeing anything that’s all that new or different. So, I’ve decided to look at what really drives response in this sector: the copy.
Way back in 1984, the second-ever issue of the print newsletter Who’s Mailing What! featured a critique of Republican efforts by liberal fundraiser Roger Craver.
The first part of his “Dollars For Democracy” article still resonates very strongly in its section “Why People Give to Politics.” (If you’d like, just email me at firstname.lastname@example.org and I can send you a PDF of it in its entirety.)
To summarize his analysis: political direct mail contributors are not the “fat cats” who expect favors or budget earmarks in exchange for money. Rather, they’re what he calls “donors of principle.” These are people who don’t need to be persuaded about the rightness of a candidate, party or issue, but can be motivated to donate by a mailer’s copy and design.
According to Craver, the best direct mail packages are those that include one or more of these factors in how the copy is written:
- a sense of mission or challenge;
- a sense of selectivity, or exclusivity that flatters the recipient;
- a sense of urgent need that gets the contributor to give ASAP; and
- a sense of continuity and effectiveness that acknowledges the power of the opponent, but also reassures victory if a donation is made soon.
In 2016, direct mail is still an effective way to raise money for a political campaign and get people to the polls. But email can take advantage of Craver’s factors 24/7, based on the day’s events in a campaign.
I’ll be examining email in a future column, but for now, some thoughts about two recent direct mail efforts from the Clinton and Trump campaigns.
Since her campaign began, the direct mail for Hillary Victory Fund has asked a question on its outer: “[FNAME], this is our moment … are you with me?” Inside, she talks about her upbringing and offers: “I still believe that if you do your part, you ought to be able to get ahead and stay ahead.”
The Trump Make America Great Again Committee envelope puts its slogan in all caps on the front of its outer: “MAKE AMERICA GREAT AGAIN.” “This election is going to be about big ideas,” the letter claims.
After explaining her vision, Clinton goes after the GOP’s: “You and I know their plan fails us.” “Right now, we have to fight harder than ever for the Democratic vision,” she says.
Trump urges the donor to complete the enclosed issues survey and make a donation. “I cannot succeed, nor can our Party prevail … without the support of dedicated Americans like you,” he declares.
“Republicans are coming at us with everything they’ve got,” Clinton warns. “Primary season is here — right now — and we need you in this critical moment.”
For Trump, the warning: “America’s future is on the line.” And later, “America is truly at a crossroads in this presidential election.”
“But Republicans are spending millions to mislead voters, so we must be able to expose the lies and rhetoric,” Clinton says. “We can keep the White House, help Democrats win up and down the ticket in November, and deliver real victories.”
“Hillary Clinton, the Democrats, and their liberal cronies will continue to raise and spend every dollar they can get their hands on,” Trump says. “[Y]our gift is critical … to helping get our message out.”
Keep in mind that these “ingredients”, as Craver called them, may vary from one effort to the next. But, he said, “successful packages contain most or all of them.” I’m going to keep my eyes open as more mail comes to my desk. And as always, I’d love to hear your comments below.