Two Ways to Raise a Dollar for the DNC

Tuesday, August 3, 2004 – I could have sworn I saw John Kerry wearing one of Lance Armstrong‘s yellow wristbands on one of his televised campaign stops just prior to touching down in Boston for the Democratic National Convention. Good for him. Not that he needs it, but such strength by association certainly can’t hurt.

Coincidentally, like Lance, John also knows a thing or two – literally – about timing a direct mail drop. Because less than 48 hours after he accepted the nomination on the floor of the FleetCenter, my wife, Barbara, and I were on the receiving end of not one, but two direct mail appeals from this indefatigable presidential candidate for campaign contributions to the Democratic National Committee.

One of these appeals was mailed in an oversized, faux “overnight” envelope, emblazoned with the words “Extremely Urgent Letter” in big, block letters. The strategy and tactics for this one, of course, were straight out of the Herschell Gordon Lewis school of verisimilitude – that is, from the get-go, the appearance of truth was firmly established. In this case, I was given the impression that Senator Kerry’s words were dashed off at the 11th hour, literally.

“I am rushing this message to you just hours after accepting the Democratic nomination,” wrote the presidential contender at the top of the enclosed, personalized letter. “Our campaign to end the Bush presidency and move America forward is now in its most critical stage.”

Going a long way – successfully, in my opinion – to establish a sense of urgency, this “emergency” appeal certainly got my attention, if not my contribution.

The other appeal to arrive at my home address in such timely fashion was a traditional #10 envelope package bearing no resemblance to the aforementioned “overnight” effort except for its reply form, which, if it hadn’t featured a different affirmation line and gift array, was almost identical, all the way down to the headline, “Personal Reply to John Kerry.”

“This will be a long and challenging campaign,” read this appeal. “But with your energy, enthusiasm and financial support, I know we can win. Help bring that victory a step closer right now by rushing as generous a gift as you can possibly afford to DNC headquarters today.”

Ironically, the beauty of this effort lay in its understated, modest look and feel, in stark contrast to the loud, hard-hitting graphics on the outside of the “overnight” package – although it remains to be seen which approach will yield the best results.

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