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The 2010 election was not a great one for Democrats, as scores of candidates were defeated in a Republican wave. Their control of the U.S. Senate was maintained, though, and 2011 saw several direct mail efforts by the Democratic Senatorial Campaign Committee to see that it stayed that way. Centering on the theme of "I Am The Firewall," the mailings tried to energize Democratic supporters, to make certain that nothing was being taken for granted.
The initial mailing, from January, set the tone. Noting the threats to the large number of Democratic incumbents, the letter warns the supporter: "We must build our 2012 firewall twice as tall and twice as strong." In a rare move for political fundraising, it also offers a tried-and-true premium - a tote bag, proudly emblazoned with the slogan "I Am the Firewall" in big type, followed by a dig at the opposition: "Stop The Radical Right In 2012."
Efforts bearing the signatures of Senators Patty Murray and Chuck Schumer continued along the same line, attacking "the GOP's radical agenda," and reminding the member of the value of their support: "For the first time in eight decades, the House switched party control without the Senate following suit - and that's directly attributable to ... individuals like you."
But for sheer ability to issue a "call to arms," there is still no other figure in politics today like former Bill Clinton strategist James Carville. His personality - wily, bombastic, no-holds-barred - comes through loud and clear in a DSCC effort that dropped in July. "Dear fellow Democrat," the letter begins, "Finally, the political outhouse has been knocked over and the Republican Party's lies are hanging in the wind for everyone to see."
After throwing out a few charges against the GOP, Carville makes his first warning: "It's beyond idiotic - it's downright scary. You'd better be prepared, because those same Republicans are about to start knocking on your door ... pushing their way into your house and telling you how to live your life." He goes on, ramping up the fear, and the anger, at corporate influence following the Supreme Court's Citizens United decision, and what that could mean: "privatizing Social Security and dismantling Medicare, defunding Planned Parenthood ... total repeal of health care reform."
With such formidable opposition, he then offers reassurance and a pat on the back, that the DSCC and the donor are "an unbeatable combination." You can almost picture him as he brags: "Grassroots support, baby! That's what the Democrats have."
Despite the variations delivered by the writers in all of these efforts, the point being made to the donor is the same: "You" are not a mere cog in an effort to hold back those big, bad Republicans, you "are" the key to keeping the Senate in Democratic hands.
What else do the mailings have in common? For one thing, all of the outers (mostly #10s) have "DEMOCRATIC HEADQUARTERS" in the cornercard, and the member ID number in the bottom right corner, both communicating the importance of the message inside. Also, the copy in the letters and reply forms are all in larger font size, and so are easier for a wider group of supporters to read. Combined with such powerful emotional points, these touches round off a very effective group of packages.
Paul Bobnak is the research director of DirectMarketingIQ and can be reached at pbobnak@napco.com
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