One to Watch: Hillary Clinton
With the primaries heating up, it seems appropriate to cover a candidate’s direct mail. In the case of Hillary Clinton, not only has she recently come back from a loss in Iowa to win New Hampshire, her fundraising mail also is deserving of some praise. In the corner card, a stylized “Hillary for President” stands out over a version of the American flag; the only other words on the #10 are “campaign update” repeated across the middle three times (Archive code #608-710054-0710).
Inside is a complete direct mail package, with a two-page memo, a reply form, a buckslip and a BRE. Rather than use the stand letter approach, it choose to use a two-page memo format in order to possibly lend the mailing an official/insider tone—and it comes from Senator Clinton’s campaign manager. The “RE” in the memo? “Our Campaign’s Action Plan for Victory.” That “action plan” includes references to the campaign’s overriding themes, the need to raise more campaign money (never enough of that, it seems) and a bulleted list of what “we have accomplished so far with your support.” The memo closes with a four-point action plan for victory, as promised earlier.
What takes this political fundraising mail piece to the “One to Watch” level, however, is the buckslip. Made of thick, coated card stock, it appears to be made to carry around. One side features the campaign’s logo and the other “10 reasons to support Hillary Clinton for President and help make history.” Reminiscent of Rudy Giuliani’s “12 Pledged Oaths” on his reply form, this list is a lot more specific, such as “To return to fiscal responsibility, move back toward a balanced budget, and safeguard Social Security and Medicare for future generations.”