They Do Want to Help, So Ask Them!
They Do Want to Help, So Ask Them!
These words are at the end of the chapter on email campaigns in The Political Consultants’ Online Fundraising Primer. We’re urged to not be shy when asking for money. People will want to give!
Just over a week ago I received an email requesting a donation for a campaign. I wasn’t interested; but when I visit the candidate’s website, I suddenly became interested in donating. For some reason, I like to sift through some new information about a candidate before I donate rather than being asked outright.
I understand the clear value of asking for donations via email. The problem is that everyone knows that an email request for a donation is very cheap. I think it’s important that the campaign does not lose of site of email initiatives to bring people to the site for updated news and specific details of the platform. It’s so easy to send an email that anyone can do it; therefore, it lacks the sense that someone actually had to put in some effort to ask you for money. Direct mail comes off the assembly line, but at least it comes in your mailbox AND you can actually touch it! If I’m going to give money, then I want some information first.
What I love about websites for candidates is precisely that access to information. When a site is really done well, it makes me feel appreciated as a citizen; it’s almost as if I have an insider’s view of the candidate that no one else has. Of course, that’s the complete opposite of what’s happening. But it’s good to feel like you are appreciated. That makes me willing to donate.
I realize I may be sentimentalizing this, but I can't be the only American that feels this way. It’s foolish to not engage in an email campaign for fundraising; however, as email requests for donations become routine, they may lose their credibility.
1 Comments:
Don't forget the spam factor though. It is so easy and routine to delete unwanted e-mails from your inbox that I think you lose a lot of your potency in a campaign like this. However, you are 100% correct, it is SO cheap and easy to maintain an e-mail list and distribute literature and solicitations with it that even with the spam factor this is a good way to raise money. However, I think it will never completely erase the need for direct-mail and phone calls, as people will be forced to pay attention, at least as long as it takes to say no or walk to the trash can (which can be longer then hitting the delete button).
Post a Comment
<< Home