Market Focus?Conservative Political Donors (1,620 words)
And, a significant portion of that is being fed back into direct mail. The reported total disbursements for direct mail expenses top off at just over $7 million total from the beginning of October 1999 through the end of August 2000. Keep in mind, those numbers are only reported expenditures for Bush for President Inc. and don't reflect any monies spent by Bush-Cheney 2000, the Bush-Cheney 2000 Compliance Committee, the Republican National Committee or any other assorted political committees that may have sent mail in support of Bush, in support of his principals or in opposition to Gore and the liberal agenda.
Why They Give
The challenge for political mailers and fund-raisers ultimately comes down to increasing the response to their mail pieces. That means working with their list brokers to effectively dissect the vast and profitable slice of the Republican pie.
"One way to do this," says Rich Leary, vice president/national sales manager for RMI Direct Marketing, "is by researching the audience to learn more about them. One aspect fund-raisers strive to know is 'reason for giving.' With this knowledge, a marketer can tailor their promotions to a specific part of their audience."
"Individual Congressional Campaign Contributors: Wealthy, Conservative and Reform-Minded," a study supported by the Joyce Foundation of Chicago in 1997, investigated reasons for giving as reported by congressional campaign contributors.
The types of donors it names are:
• Ideologues, people motivated by ideology, platform and partisan control of Congress. They are among the most active givers;
• Issue Specialists, donors who focus on issues, causes and gaining influence. They pay close attention to the endorsements of interest groups;
• Personal Contactors, they have a personal relationship with candidates and supporters. Likely to already be on candidates' donor files, they are motivated by the social aspects of politics;