Market Focus?Conservative Political Donors (1,620 words)
They abhor Clinton, love family values, think people like Ollie North and Linda Tripp are national heroes, pray for a government the size of a pea and almost certainly wish the 1960s never happened. They are our nation's conservative Republican donors, and they know the best way to exercise their First Amendment rights and actually be heard—by inking up a big check and sending it off to the candidate or political action committee (PAC) that will stand up for the issues closest to their hearts.
If you think that getting a response from this market sounds easier than pinning the tail on the pachyderm, you just might be right.
"The market for these lists is very active," says, George Ainsworth, direct mail associate for Response Unlimited in Waynesboro, VA. He continues, "Interest and orders continue to increase—even political 'off-year' usage is increasing."
"It's a very profitable market," agrees Clarence Lyles, list manager and broker at Name Exchange in Frederick, MD. And, one that apparently doesn't pack up and go home after the spring and early summer rush of a presidential election year. "We've still been busy getting charitable list orders for the Christmas season," says Debbie Checco, marketing manager for Preferred
Communications in Falls Church, VA.
Of course, a good election year never hurts—especially one characterized by an apathetic public and an enormous swing vote.
"We typically see a 25- to 35-percent increase in usage during the election rush," says Checco. So far, this year has been good. One can assume from the skyrocketing campaign finance figures that the direct mail efforts to acquire funds have increased extraordinarily.
Gov. George W. Bush reported more than $87 million in contributions from individuals minus refunds. That was only what was reported to the federal election committee (FEC) through the end of June and doesn't include funds acquired from PACs. At that rate George "dubya" stands to raise nearly triple the funds former Republican hopeful, Bob Dole, acquired in 1996.