Pulling Power

A perfect storm arose when legislators began the “war on voters” with proposed voter suppression laws. Working with direct-marketing fundraising agency Avalon Consulting Group, LWV began using the “war on voters” theme in its fundraising appeals to current supporters and donors.

“The war on voters came up, and it was very in line with the League’s core mission,” says Jamie Natelson, vice president at Avalon. “… And it was working really well with our donors, so we wanted to see if it would work as well to get new donors to join the League.”

Testing creative
In August 2010, LWV mailed its first test, utilizing a similar approach as the appeal to its supporters but with more calls to action to join LWV. Originally, the acquisition test included several components, including a clingy decal with the LWV logo, which it eventually tested out of because it added cost but did not affect response. The package — which currently includes a plain, white outer envelope with nothing but “NATIONAL OPINION SURVEY” and “RESPONSE DEADLINE: 10 DAYS” on it, a four-page letter, the two-page survey, two inserts, and a BRE — “just whooped the old control,” Natelson says.