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