Designing Direct Mail

Political consultants consider direct mail to be one of the most cost-effective ways to communicate targeted messages to swing voters. Imagine the possibilities:

A letter from a senior group assuring likely voters over 60 that the measure is well-designed and cost-effective.
A brochure about youth recreational opportunities to two-parent households.
An endorsement card from a popular Democratic official to likely Democratic voters urging them to vote for your measure on election day.

Whatever the strategy, use direct mail to send powerful, targeted messages to key voting groups.

If you're a regular voter, your mailbox is probably filled with political direct mail at election time. How much time do you spend on each piece? A couple of minutes? . . . a couple of seconds? If you want your direct mail to work, design pieces that grab the reader's attention and communicate your message succinctly and persuasively.

Fortunately, land conservation is an issue that can attract attention; images of treasured or threatened lands, sprawl and degradation can be powerful in direct mail, newspaper, or television advertising. If one particular piece of land, animal, trees, lake or river evokes strong emotions, use it throughout your mail.

Types of Direct Mail

There are several different types of direct mail to consider. Persuasion mail does just that - persuades targeted voters, through copy and images, to support your measure. These pieces communicate key messages and urge readers to vote for a measure. A letter from an elected official, a postcard highlighting endorsements, a full-color brochure filled with photos of threatened lands - all of this is persuasion mail.

Educational mail, as opposed to persuasion mail, informs voters about a measure without asking them to vote "yes." This can be an important way for public agencies and foundations to educate voters about a measure. Most public agencies are prevented from using their funds for campaign purposes. However, an agency may be able to educate the public about a measure without advocating for it. (In some cases state law may prohibit its governments from any sort of communication regarding a ballot question). The McHenry County Conservation Foundation in McHenry County, Illinois, produced an effective educational piece about the open space general obligation bond measure on the November 2000 ballot. The four-color piece included photos of the recreational opportunities in the district, ballot measure wording, and basic facts about the measure. While it didn't ask voters to support the measure, it asked them to "take a close look at the referendum and give it your best consideration."

Persuasion mail is also used to increase absentee ballot voting among targeted groups. Typically, an absentee ballot application is combined with a persuasion piece and sent to likely supporters. Absentee ballots are a good way to lock in votes among likely supporting groups early.

If the rules in your state allow you to send applications for absentee ballots in the mail, include messages on your absentee ballot application and send these to identified or likely supporters. These messages should reinforce the need to support your measure and vote by mail. You should also be sure to time your other direct mail pieces so that absentee ballot voters receive your persuasion mail before they vote by mail. Be sure to determine the percentage of the electorate that typically votes absentee and allocate your direct mail resources to reflect that number.

Other printed materials to consider are campaign letterhead, door-hangers, and lawn/house signs. Supporters and volunteers typically love campaign paraphernalia like buttons, bumper stickers, and pens. These do little to help communicate your message to targeted voters, however, and will use up limited funds.

Direct Mail Production

Here are some things to consider when designing and implementing your direct mail program:

Plan ahead. Map out your pieces - format and content, targeted universe, and production timing -- in a direct mail plan early in your campaign. Almost invariably there will be a hold-up somewhere along the line: a lengthy approval process; pieces that are slow to print; a direct mail company that is behind schedule; or a post office that sits on your mail. Build in several extra days or a week to account for the unknown.
Get an accurate list of voters. Lists can be obtained from a list vendor - a private, for-profit company that maintains voter files. These "voter counts," as they are called, provide voter turnout figures and the number of voters in various categories (seniors, Republicans, women, etc.). You can usually order voter count sheets free-of-charge, with the expectation that you will purchase voter lists - the actual names, addresses, or phone numbers of voters- once your strategic campaign decisions are made. Voter counts will tell you how many voters are in each subset, allowing you to target and budget your direct mail accordingly. When you're ordering mailing labels, make sure to group your voters by household rather than by individual. This will save you the added cost of sending two or more mail pieces to one home.
Concept, copy, and photos should be compelling. Use photos and language that convey the importance of protecting land, providing recreational opportunities, or limiting sprawl, depending on your campaign message. Don't say too much: communicate important factual information without overloading the voter. Work with a professional graphic designer to create your pieces. Make sure the post office will mail the format you select and determine the postage costs. Make sure the size you want can be mailed: standard formats, with various folds, are 8 ½ x 11 (1-fold or post card); 11 x 17; 11 x 22; 5 ½ x 8 ½ postcard. Check out the U.S. Postal Service website (www.usps.gov) for a complete run-down on mailing sizes and weights.
Line up your vendors. Find reputable printers (local trade associations can be helpful) and direct mail firms. Consider the value of using union printers and of printing the pieces on recycled paper with soy ink. Outline the scope of the print job: piece specifications, quantity, paper stock, number of colors, turnaround time. Outline the scope of the direct mail job: piece specifications, quantity, drop-date. Request written price quotes.
Time your pieces carefully. When to drop your mail depends on your campaign strategy and mail budget. If you're only doing a piece or two, drop as close to election day as possible (but not too close to risk missing election day all together). If your direct mail plan includes numerous pieces to different target groups, spread these out over the course of weeks, or even months. Time these pieces to reflect current events whenever possible.

The Mechanics of Bulk Mailing

Except for the occasional first-class letter, your pieces will probably all be classified as bulk mail. Sending mail in bulk, as opposed to first class, saves a bundle: about 30 percent savings on postage, which increases the bigger the quantity of the mailing. You may decide to print a "walk piece," which will be distributed door-to-door only. But to be safe, print your bulk mail permit on them just in case. If you have extra cash, you may decide to mail some as well.

In order to plan accordingly, it's important to understand how political bulk mail works and the postal rules and regulations. Your direct mail firm will deliver or "drop" your political direct mail at the appropriate bulk mail facility. The mail bags should be red tagged by the direct mail facility, which indicates that it is political direct mail. Legally, the post office is required to make political direct mail a priority over other direct mail. From there it is sorted and delivered to the appropriate post offices. Mail carriers then deliver it to voters' homes.

The length of the process will vary. Some mail will move through the bulk mail facility and the post offices in one day; most mail will arrive at voters' homes within two to three days of its arrival at the bulk mail facility. Some post offices, however, move more slowly than others. And some post offices and bulk mail facilities get jammed with political mail during the days just before an election.

Try to find out about the efficiency of the bulk mail facility and post offices in your community. A good source of information is your direct mail firm, whose job it is to work with the post offices. Be prepared to track your mail. That means establishing a relationship with a supervisor in the bulk mail facility and pushing to get the mail out in a timely manner. If your schedule is tight, it is helpful to visit the facility in person when the mail arrives. Follow through to make sure it is processed and distributed as quickly as possible. From there you may need to contact each individual post office.

There are two ways to obtain a bulk mail permit. First, you can apply at the post office, bulk mail division. The post office will give you your permit number; be sure to find out the exact wording and size for the bulk mail indicia that must be printed on each piece. You must also fill out a form for the post office for each mailing. You must also write a check to the U.S. Post Office to cover the postage amount.

The other alternative is to use your direct mail firm's bulk mail indicia. This will save you the hassle of getting your own permit. One possible disadvantage is the address. The indicia typically reads US Postage Paid, City Name, State, Permit #. If your direct mail firm is located outside of the community you're campaigning in, you may want to obtain your own mailing permit with an address within the jurisdiction.

The post office discounts bulk mailings because you (or your direct mail firm) does some of the work for them, such as sorting or delivering to a bulk mail facility. Postage costs will depend on the format of the piece and the quantity of the mailing. Call your nearest bulk mail facility to obtain an up-to-date rate sheet. With this information you can estimate postage costs for your direct mail budget.

(Nonprofit postal rates are even further discounted. TPL and TCC may send only their own mail at the special nonprofit bulk rates, meaning they must devise, design, and pay for the pieces. All mailings must identify the sponsoring organization with its address.)