Voter Mail Design A

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How to design mail for persuassion and fundraising

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Voter Mail Design A

  1. 1. Voter mail design March 14, 2009
  2. 2. <ul><li>Presentation </li></ul><ul><li>Concepts </li></ul><ul><li>Benefits </li></ul><ul><li>Strategy </li></ul><ul><li>Questions </li></ul>
  3. 3. 1.concepts
  4. 5. Persuasive: Easy on the Text Less is More Headlines Subheads Quotes
  5. 6. Fundraising: Heavy Text Information Information Ask Ask Information Ask
  6. 7. Persuasive: Pictures Pictures Pictures Pictures =1,000 words
  7. 8. Fundraising: Text Information Multi-pages Ask
  8. 9. Persuasive: No Envelope Fundraising: Yes Envelope
  9. 10. Persuasive: No White Space
  10. 11. Fundraising: Use White Space
  11. 12. Know Your Audience
  12. 13. Stand Out
  13. 14. Be Sticky
  14. 16. Third Party Validation
  15. 17. 2. Benefits
  16. 18. Reinforce Reinforce Reinforce Maximize Message
  17. 19. Call to Action: Voter Makes Two Choices “ Vote For” and “ Vote Against”
  18. 20. GOTV Absentee Ballot Election Day
  19. 21. Slate Card
  20. 22. Ballot Referendums and Initiatives
  21. 23. 3.Strategy
  22. 24. Mail: Active Aggressive Antagonistic Agile Aimed Alert
  23. 25. Negative: Third Party Candidate/Issue Out Timing
  24. 26. Television COOL High Backlash Mass Expensive Mail HOT Low Backlash Niche Cheap
  25. 28. <ul><li>Mail Flow - Persuasive: </li></ul><ul><li>Opponent voted for taxes </li></ul><ul><li>3 rd party reinforces </li></ul><ul><li>“ I’m against Taxes” </li></ul><ul><li>Mail Flow – Fundraising: </li></ul><ul><li>Layout plan and need </li></ul><ul><li>3 rd party reinforces </li></ul><ul><li>Ask again </li></ul>
  26. 29. <ul><li>Fundraising Mail </li></ul><ul><li>Engaged </li></ul><ul><li>Carrier Envelope </li></ul><ul><li>Extra Info </li></ul><ul><li>Status of Race </li></ul><ul><li>Audience </li></ul><ul><li>Third Party </li></ul><ul><li>Ask </li></ul><ul><li>Persuasive Mail </li></ul><ul><li>Swing </li></ul><ul><li>No Envelope </li></ul><ul><li>Limited Info </li></ul><ul><li>Primary – General – Ballot </li></ul><ul><li>Aimed </li></ul><ul><li>Third Party </li></ul><ul><li>Call to Action </li></ul>
  27. 30. 4.questions?
  28. 31. Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @marcaross

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