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Voter Mail Design A
 

Voter Mail Design A

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How to design mail for persuassion and fundraising

How to design mail for persuassion and fundraising

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    Voter Mail Design A Voter Mail Design A Presentation Transcript

    • Voter mail design March 14, 2009
      • Presentation
      • Concepts
      • Benefits
      • Strategy
      • Questions
    • 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
    •  
      • Mail Flow - Persuasive:
      • Opponent voted for taxes
      • 3 rd party reinforces
      • “ I’m against Taxes”
      • Mail Flow – Fundraising:
      • Layout plan and need
      • 3 rd party reinforces
      • Ask again
      • Fundraising Mail
      • Engaged
      • Carrier Envelope
      • Extra Info
      • Status of Race
      • Audience
      • Third Party
      • Ask
      • Persuasive Mail
      • Swing
      • No Envelope
      • Limited Info
      • Primary – General – Ballot
      • Aimed
      • Third Party
      • Call to Action
    • 4.questions?
    • Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @marcaross