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How to design mail for persuassion and fundraising
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Voter mail designMarch 14, 2009
Presentation
1.Concepts
2.Benefits
3.Strategy
4.Questions
Persuasive:
Easy on the Text
Less is MoreHeadlinesSubheads
Quotes
Fundraising:
Heavy Text
InformationInformation
Ask Ask
InformationAsk
Persuasive:
PicturesPicturesPicturesPictures
=1,000 words
Fundraising:
Text InformationMulti-pages
Ask
Persuasive: No EnvelopeFundraising: Yes Envelope
Persuasive:No White Space
Fundraising:Use White Space
Know Your Audience
Stand Out
Be Sticky
Third PartyValidation
2. Benefits
ReinforceReinforceReinforce
Maximize Message
Call to Action:Voter Makes Two Choices“Vote For” and“Vote Against”
GOTVAbsentee BallotElection Day
Slate Card
BallotReferendums and Initiatives
3.Strategy
Mail:
ActiveAggressiveAntagonistic AgileAimedAlert
Negative:Third PartyCandidate/Issue OutTiming
TelevisionCOOL
High BacklashMass
Expensive
MailHOT
Low BacklashNicheCheap
Mail Flow - Persuasive:
1.Opponent voted for taxes2.3rd party reinforces3.“I’m against Taxes”
Mail Flow – Fundraising:
1.Layout plan and need2.3rd party reinforces3.Ask again
Fundraising MailEngaged
Carrier EnvelopeExtra Info
Status of RaceAudience
Third PartyAsk
Persuasive MailSwing
No EnvelopeLimited Info
Primary – General – BallotAimed
Third PartyCall to Action
4.questions?
Marc A. Ross
(949) 373-6449(703) 598-3242
Blog @ Advocacy 2.0advocacytwopointzero.blogspot.com
Twitter@marcaross
