Putting Your Stamp on Direct Mail Fundraising

During the November 2012 elections, social media got a lot of press. Facebook and Twitter numbers shot through the roof and not only provided a new public forum to discuss candidates and issues but allowed political hopefuls a chance to rake in a lot of dough. While these new methods of political fundraising proved successful, it’s not quite time to throw the baby out with the bath water. Direct mail campaigns are still a viable option for candidates who need to connect with a wide spectrum of voters.Throughout the end of October, I can be sure that my mailbox will be inundated with a plethora of political propaganda. From conservative voter guides patriotically printed in red, white, and blue to shiny card stock postcards of candidates gazing optimistically into the future, I can guarantee that by time my absentee ballot arrives I will be completely informed or ridiculously confused. However, while I let the voicemail get the flood of recorded messages from campaign headquarters and neglect to click on most of the links that are posted on Facebook, I do sort through tangible endorsements that tumble from my mailbox.There are many reasons why you should include direct mail into your campaign strategies. Here are some interesting statistics that I found:• 54% of mailed postcards are read by recipients• 85% of women between the ages of 25-44 read direct mail pieces• 9% of consumers will respond to social, political, or charitable senders• 3.42% is the average direct mail response rate• Direct mail is three times more effective than email at garnering donations for non-profit organizations.• In the presidential election, Mitt Romney spent $7 million on direct mail consulting, printing, and postage.• Direct mail can raise 10-25% of your campaign’s overall financial goals.While most of those numbers don’t seem particularly impressive, every moment that voters spend reviewing your material (whether they give or not) makes your name stand out in their mind. And while 10-25% of your contributions may not seem like much, how many potential voters are reading about your political views and will fill in the bubble next to your name come Election Day?The best way to fundraise is to cast a large net. While your contact lists should be refined and targeted, the methods in which you make contact your supporters should not be restricted to one channel. Online, events, snail mail, telephone calls, and signage can all work together to reap the reward of a successful election.