Just received a fundraising letter from a congressional candidate. Let’s just say my check is not in the mail. Here’s why…
The letter doesn’t tell me the candidate’s path to victory.
The candidate is a Republican, and I’m all for that. The President needs a GOP majority in the House to move his agenda forward and the incumbent is a Democrat.
The candidate is a conservative, and I’m all for that. His opponent isn’t.
The candidate favors strong border enforcement, and I’m all for that. His opponent doesn’t.
The candidate opposes tax hikes, and I’m all for that. His opponent doesn’t.
The candidate is a military veteran, and I’m all for that. His opponent isn’t.
The candidate is a husband, father and small business owner, and I’m all for that.
The candidate says he CAN defeat his opponent, and I’m all for that. However…
I looked up the numbers in his district. Big Democrat majority. Actually, HUGE.
Yet no explanation as to how the candidate can possibly WIN, even with my donation – and thousands more.
I’m NOT for that.
If I lived in the candidate’s district, I’d vote for him. In a heartbeat. But invest my money in such a “mission impossible” campaign? Sorry, Charlie.
It’s not enough to tell prospective donors you’re “one of them.” And it’s not enough to tell prospective donors that your opponent stands for everything they oppose.
You gotta lay out a CREDIBLE path to victory. Just saying you can win doesn’t mean you can.
It’s like the 0-9 Cincinnati Bengals, who lost 49-13 yesterday to the Ravens, saying they can win the Super Bowl. Anybody wanna take that bet, no matter how much you might like the Bengals?
Not me. That’d be flushing cash down the john. And I’m not for that.
By the way…thank a veteran today!
Dr. Chuck Muth, PsD
THE CAMPAIGN DOCTOR
Professor of Psephology*
P.S. There were lots of other mistakes in this candidate’s fundraising letter – including the absence of a return form and using a PO box instead of a street address (that builds suspicion, not confidence).
Raising money in the mail can be extremely effective and net a boatload of cash…if done correctly. If not, you’re just wasting thousands of dollars to keep the U.S. post office in business.
If you plan to do any kind of fundraising in the mail, you should order a copy of my book, “17 Secrets to Direct Mail Fundraising.”
It includes a 13-point checklist on Page 29 detailing the “mechanics” of laying out your letter, including the type and weight of paper to use, the font style, color and size, the margins, and other “cosmetic” tips for ease of reading that’ll boost response.
* Psephology (see-follow-gee): The study of campaigns and elections