First Up: Political Fundraising
February 19, 2009 By Britt Brouse, Senior Editor, Inside Direct Mail
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The Obama for America campaign used a similar approach in July 2007, sending a smaller photograph as a freemium in an acquisition mailing. The 4" x 7" photograph features Obama at a podium announcing his run for the presidency. It is signed and features a quote from his remarks that day. However, on the letter and reply form, the mailing makes a foolish mistake, as there is no mention of the photograph to stoke donor reciprocity (Archive code #608-710235-0704B).
Electoral Map Inserts
Efforts featuring electoral maps popped up in the mail last year, a nod to the plethora of interactive electoral and polling maps available online and shown on many network news updates. One strong effort sent in June by the John McCain 2008 organization arrived in a clear polybag, with a letter showing through the front addressed side and an electoral map showing through the back. The letter says, "As you can see from the enclosed Electoral Map, there are 23 states that are up-for-grabs," and continues to ask for support. The polybag outer is a great choice, giving the prospect a glimpse at the letter or map even before opening the package (Archive code #608-709966-0806B).
An Obama for America effort sent in October targeted an in-home date of 14 days prior to the election, with the copy, "[Britt Brouse], everything comes down to the next 14 days," showing through a front window. The outer is bright purple, and inside there's a "Countdown to November 4th" full-color insert, showing an electoral map and tallying the polls in every toss-up state. There's also a handwritten sticky note attached to the map with a URL and telephone number for instant donations. Sent so close to Election Day, the theme of this mailing was urgency, and even the BRE is stamped with a red "RUSH" (Archive code #608-710235-0810A).
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