Tuesday, May 13, 2014

Direct Mail Still Key Tool in Conservative Fundraising

How are conservative campaigns raising money in the first quarter of 2014? Direct mail take bow. A recent Washington Post story looked at the top PACs in terms of fundraising, with a special focus on the National Draft Ben Carson Committee, which raised nearly $2.4 million -- more than half a million more than Ready for Hillary. Carson is an African American former neurosurgeon whose views on social issues and "Obamacare" are favored by the far right. The Draft Carson PAC also spent $2.44 million, with half of that going to mailing list rental and a direct fundraising agency. Why go for direct mail when it is cheaper to harvest donations online? For strong candidates and super PACs, the big initial investment builds a donor list that will be leveraged for funds and votes in future, and costs are cushioned by wealthy supporters. It's a lot riskier investment for long-shot candidates, but conservatives need to tap older voters, who are reached via mailbox rather than online, notes the Post article, so minorities and tea-party-affiliated Republicans (like Carson) are taking a chance on direct mail. Asserts Base Connect, a direct mail agency for conservative candidates and causes, on its website: "Direct mail fundraising is not the fastest way to raise money, or the least expensive. But over the long run, when certain conditions are met, direct mail has repeatedly proven to be the most effective and reliable vehicle for raising money." Many conservative hopefuls are betting on it. For more, see the Post story at http://www.washingtonpost.com/blogs/the-fix/wp/2014/04/17/the-draft-ben-carson-super-pac-raised-a-massive-amount-of-money-over-the-last-three-months-how/

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