Issue 4
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July 31, 2007
Publisher: Randy Terrell
Targeted Voter Universes:
How do you find yours?
by Paul Croshaw
In May, we talked about how to position yourself in the mail for the voters, but before that, you need to come up with a universe of voters to mail and walk to.
I remember one potential client that was running for elected office for the first time that sat down with me for about 2 hours and picked my brain about how to campaign in a local city council race. I wasn’t busy that day, and he was an acquaintance so I gave him the whole nine yards of what I know. I didn’t hear from him for several weeks until one day I was driving down the street and saw him knocking on doors and campaigning. I parked my car to observe and noticed he didn’t have any list of voters with him. I watched a little longer and realized he was knocking on every door in the district and passing out his campaign business card.
What was he doing wrong? First, he didn’t listen to me. Second, he did not buy from a political list vendor a list of registered voters that show there voting history so he could determine what households to go to that are likely to vote in his off year race. The voter turnout in this race historically has been around 20% of the registered voters. At best, only one in ten doors he knocked on had a chronic voter inside that never missed an election. Let me explain in rough numbers.
Total Population of District: 20,000 Individuals / 15,000 Households
Total Registered Voters: 9,000 Individuals / 7,000 Households
Voter Turnout for 11/98 Presidential Election: 5,400 Individuals / 4,000 Households
Voter Turnout for 4/97 City Council Election: 1,800 Individuals/ 1,500 Households
Look at all the time my potential client was wasting. Which would you like to do? Knock on 15,000 doors or 1,500 doors?
The same goes when first time candidates want to stand in front of the local supermarket and pass out campaign brochures or put fliers on all the car windshields in the district. This is only effective if you’re running for student body president. Probably only 5% of the material your passing out this way is getting into the hands of a key voter.
The Contribution ("Remit") Envelope
So What Is It? It's the envelope that people put money into in order to fund your campaign, then mail back to you.
5 Reminders for a Good Remit Envelope
1. Include all the right information: If your contribution limit is $550, and you put $500, you will be surprised at how much money you will lose out on. Make sure that all appropriate and accurate information is included on your remit envelope.
2. Make it easy and simple for the donor. If they are giving you $5 or $500, make sure your envelope doesn't look like an IRS 1040 form. Meaning make sure the text is legible, it is clear what they need to fill out, and the lines are big enough to write on.
3. Be sure to ask for an endorsement - with a signature. In terms of the political campaign, endorsements are as good or better than money in some instances. The remit envelope is a great place to kill two birds with one stone, but if you didn't get a signature, don't complain if the endorsement doesn't hold later. You can also solicit volunteers with it too!
4. Be Sure to Proofread It! Candidates and campaign managers will spend hours pouring over the words in your brochure, but many times the remit envelope is given just a quick glance. You don't want to throw away good remits if you misspelled the candidates last name.
5. Say Thank You. These people are giving you their hard earned dollars...you should say thank you in advance. Some candidates put a simple "Thank You " on the back flap, or make sure to say it within the inside of their envelope.
Timing is Everything!
Don't be the candidate who starts preparing for your mailings just days before the election!
Other Articles Available on PoliticalCampaigns.com
Do Registration Drives Really Bring Out Votes?
Walking: The Magic Campaign Ingredient.