If you're running for governor of the most populous state in the Union, you're going to need to start by raising a lot of money from the core of your party's membership. Unless you're Meg Whitman, that is. The Republican nominee for California's highest office made a big splash in April by mailing a 48-page "Policy Agenda" that is less a partisan call to arms than an optimistic vision aimed squarely at the entire electorate (Archive code #608-718047-1004 — to order from our Who's Mailing What! Archive, call 215-238-5225 or email me at email@example.com).
In her "Dear Fellow Californian" letter on page three of the 7-1/2" x 10-1/2" booklet, Whitman acknowledges that "This is a difficult time in our state's history." But she also declares that "I believe everything is still possible in California." Aside from a few quotes, the copy throughout the mailer is strictly third person: "Meg will ...", "Meg believes", "Meg's plan will ..."
Most of the mailing is divided into sections focusing on the candidate's plans to address what she regards as the state's three biggest challenges: jobs, government spending and education. Colorful pie charts, bar graphs, photos and "fast facts" are deployed throughout the text to bolster Whitman's diagnosis of the state's problems and her proposed solutions. There's also a careful avoidance of attacking or even mentioning specific parties or officeholders, just a promise of "a new approach to Sacramento." A two-page bio at the end of the piece includes family photos, and talks up Whitman's experience as eBay's CEO, which she views as providing her with "a unique skill set that fits the dire times of our state."
Unlike nearly every political campaign mailing ever tracked by the Archive, there is no ask for money here. Whitman's expressed willingness to spend up to $150 million of her own fortune in the race likely accounts for that.