Republican Direct Mail Plays the Obama Card

August 26, 2010 by Paul Bobnak

singlepage

In political direct mail, one of the keys to success is energizing a candidate's (or movement's) natural base. For many conservatives, there's no better way to generate that motivating anger (and to influence Republican voters in an election year) than to mention President Obama.

Faith and Action (Archive code #601-711171-1006, in our Who's Mailing What! Archive), an evangelical group, notes on the front of its 6"x 9" outer that "Conservative Justice Samuel Alito is under attack from liberals for standing up to Barack Obama!" Inside, the supporter is invited to fill out a card thanking Alito for his actions during the State of the Union address earlier this year.

Likewise, Former House Speaker Newt Gingrich reaches out to the Religious Right for his Renewing American Leadership (Archive code #601-717806-1006). The simple teaser on the #10 envelope also invokes the president's name: "Barack Obama: 'We're no longer a Christian nation.'" Inside, Gingrich sets himself and his audience apart from Obama: "I hope you will join me ... to reclaim America's Judeo-Christian heritage."

In a #14 envelope dominated by a single 3-1/2" x 9-3/4" front window, Faith & Freedom Coalition (Archive code #601-718040-1005) announces a "Campaign to STOP President Obama's Far-Left Agenda for America." The effort includes an "opinion survey" of "politically-active hardworking American taxpayers."

With carefully written leading questions — a time-honored direct mail technique — this poll leaves little room for debate about details. For example, asked about Obama's respect for "principles of liberty and limited government," the donor is given choices of "Zero," "Some," "A Lot" or "Undecided."

Subtlety completely disappears with another #14 outer, this one mailed by the American Conservative Union (Archive code #601-177067-1006A). Across the bottom of the front is the bold call to action: "Resist Obama and Save America!" The large window above it next to the address shows the freemium inside, a "DON'T TREAD ON ME " rattlesnake flag.

The 4-page letter slams what it calls "the most radical president in U.S. history" and his "Congressional House of Lords" for spending and tax policies "that will soon destroy America as we know it." The prospect is asked to sign a tag attached to the flag (sometimes used by the never-mentioned "tea party" protesters) and return it with a donation.

At the other end of the political spectrum , the Friends Committee on National Legislation (601-717403-1006) sent out a four-panel brochure to its membership with "Questions for the Candidates." It lays out a brief description of important issues (e.g., nuclear weapons; immigration; Afghanistan) and the FCNL's position (with a link back to a special website for more details), the member is encouraged to "climb the ladder of engagement" with people running for the U.S. Congress in 2010.

It's a dialed-down approach to increasing a citizen's involvement with issues, candidates and parties, especially when compared to the other mailings. Ultimately, though, the effectiveness of any of these techniques and rhetoric will be made clear only after Election Day.

 

 

• MORE ON
• DIRECT MAIL