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Donors to EMILY's List, a political action committee (PAC) that supports pro-choice Democratic Party women candidates, are probably not very fond of conservative-leaning organizations. They're likely to open an email with the subject line "Tea Party targets," alert to what Craver calls a group's "Sense of Mission."
Says letter writer Sen. Barbara Mikulski, "the right wing is attacking our women, even telling supporters to send one of our congresswomen ... 'back to the kitchen.'" She also writes that incumbent Democratic women who voted for health care reform are under "all-out assaults." To create a "Sense of Selectivity," the donor is included by Mikulski in the "we" vs. "them" battle: "they tried to chase me out of the race"; "we've come a long way since then." She is also recognized for her past support: "Thanks to you ... I'm no longer the lone Democratic woman in the Senate."
Another compelling element of the effort is the "Sense of Urgent Need." Admitting that "the midterm elections are going to be tough," the donor is asked (in underlined bold text) to make a gift by April 30the because it "will be matched 2-to-1, tripling your impact!." That immediacy, the ability to instantly respond with a donation, is email's biggest advantages over direct mail. The donor also feels an assuring "Sense of Continuity and Effectiveness": "EMILY's List stood by me in 1986, and they're going to be there this year ... We've made great progress, but we need to keep working"."
Premiums are a little unusual for political mail, but there's one offered here. It's a 25th Anniversary tote bag, highlighted in a box on the right side of the page. The headline "DON'T LET THE GOP PUSH OUR WOMEN OUT" reinforces the mission, and the deadline date above the contribution button reminds the donor of the urgency of making a matching gift.
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Email Marketing that Works (2nd Edition)
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