Voter mail design March 14, 2009
<ul><li>Presentation </li></ul><ul><li>Concepts </li></ul><ul><li>Benefits </li></ul><ul><li>Strategy </li></ul><ul><li>Qu...
1.concepts
 
Persuasive: Easy on the Text  Less is More Headlines Subheads Quotes
Fundraising: Heavy Text Information Information Ask  Ask  Information Ask
Persuasive: Pictures Pictures Pictures Pictures =1,000 words
Fundraising: Text  Information Multi-pages Ask
Persuasive: No Envelope Fundraising: Yes Envelope
Persuasive: No White Space
Fundraising: Use White Space
Know Your Audience
Stand Out
Be Sticky
 
Third Party Validation
2. Benefits
Reinforce Reinforce Reinforce Maximize Message
Call to Action: Voter Makes Two Choices “ Vote For” and “ Vote Against”
GOTV Absentee Ballot Election Day
Slate Card
Ballot Referendums and Initiatives
3.Strategy
Mail: Active Aggressive Antagonistic  Agile Aimed Alert
Negative: Third Party Candidate/Issue Out Timing
Television COOL High Backlash Mass Expensive Mail HOT Low Backlash Niche Cheap
 
<ul><li>Mail Flow - Persuasive: </li></ul><ul><li>Opponent voted for taxes </li></ul><ul><li>3 rd  party reinforces </li><...
<ul><li>Fundraising Mail </li></ul><ul><li>Engaged </li></ul><ul><li>Carrier Envelope </li></ul><ul><li>Extra Info </li></...
4.questions?
Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @...
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Voter Mail Design A

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How to design mail for persuassion and fundraising

Published in: News & Politics, Education
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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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