USPS Changes Impact Political Direct Mail in 2014

The U.S. Postal Service (USPS) has implemented changes affecting political direct mail, beginning in January 2014. First, Full-Service Intelligent Mail is now required for automation pricing (discounted postage rates) for First-Class and Standard letters and flat mail, as well as for Periodicals and Bound Printed Matter. Full-Service will require Intelligent Mail Barcodes, previously optional, on each mail piece, tray and container. It will also require that documents be submitted to the USPS electronically (eDoc) to identify the submitting party, identify the mail owner, and determine who gets reports. Second, the USPS will be reducing the number of mail processing facilities from 417 to 250, with consolidation expected to be complete by the end of 2014. This will likely affect mail delivery times, though the USPS has not provided estimates of the impact. However, since political direct mail now may be processed further from its final delivery location, look for some increased shipping costs and additional days of transport time to reach mailboxes. For more detail, see the article at http://thecampaignworkshop.com/political-direct-mail-usps-changes-2014/

Dish, DirecTV Unite on Addressable Political TV Ads

Satellite TV giants Dish Network and DirecTV are teaming their sales efforts to offer addressable TV ads for political campaigns this election year, creating a combined reach of more than 20 million households. Political campaigns now will be able to use both operators' addressable capabilities to target at a household level. "The DirecTV/Dish addressable advertising platform utilizes highly sophisticated and targeted technology that will allow political campaigns to specifically reach swing voters with TV ads. Campaigns can focus their message to a precise set of potential voters and eliminate the spending waste," Keith Kazerman, senior VP of ad sales at DirecTV, said in a statement. "The platform not only uniquely monetizes big data, which has become critical to every political campaign, but it does it at scale. It’s the perfect complement to local DMA cable buys and a fiscally compelling alternative to local broadcast." Warren Schlichting, senior VP of Dish media sales, was quoted as adding, "Together, Dish and DirecTV reach nearly one out of every five U.S. television households and usher TV into the modern political age." See the story at http://www.multichannel.com/distribution/dish-directv-team-addressable-political-ads/147908

Donors Seek to Skirt IRS on Political Fundraising

As the IRS moves to limit campaign fundraising by nonprofit groups, lawyers are looking for ways to enable donors to continue to pour money into elections while remaining anonymous. According to a recent Wall Street Journal story, one option is the creation of taxable, for-profit businesses to be used as campaigning vehicles. Another idea involves donors banding together in trade associations. Neither type of group is required to disclose their members. In November of last year, the IRS proposed new rules to limit political activity by social-welfare groups, known as 501(c)(4) groups, whose donors can contribute unlimited amounts on an anonymous basis. A 2010 Supreme Court ruling allowed for companies to spend unlimited amounts of money to support or oppose candidates, and these organizations are not required to report their activities to the Federal Election Commission since they are not seeking tax-exempt status. Unlike political action committees (PACs), these groups, such as the Democratic firm Catalist and the GOP group called America Rising, do not have to disclose donors, clients, or spending and can work directly with political campaigns, though they are required to pay taxes on any profits. The taxable, for-profit entities are making it difficult to distinguish political-consulting firms from advocacy groups, experts note, even though companies must be able to demonstrate they have a legitimate business purpose other than campaign activity to avoid being defined by the IRS as a PAC. Many already do, saying they are providing services for a price, such as polling, consulting, and advertising. Meanwhile, political trade associations and charities, known as 501(c)(6) groups, similar to the U.S. Chamber of Commerce, are also finding ways to raise huge sums on an anonymous basis. The IRS has already hinted it may institute new rules to regulate these types of "business leagues" for their role in campaigning. For more, see

http://www.newsmax.com/Newsfront/irs-political-fundraising/2014/01/06/id/545392

Social Media Political Trends to Watch in 2014

It's a given that social media will play a role in 2014 politics, but new apps, new players and new trends are already changing the social game learned in 2012. A Social Media Today post by Jane Susskind, of IVN News, lays out some predictions to help guide campaigns' social media planning. While Facebook and Twitter dominated political campaigning in 2012, watch for Google Plus to take a bigger role this year, she predicts. Not only is Google Plus now the second largest social network in the world, it will be running Google Plus ads on the Google Display Network, which includes over 2 million sites, making it more appealing for political ads. Those chasing the youth vote turned to Facebook in 2012, but recent studies show that young adults are leaving Facebook for social networks such as Instagram and Vine, Susskind reports. No wonder trendsetters Sen. Cory Booker and Gov. Chris Christie have been showcasing their expertise on Instagram. Clearly, pictures will matter as much or more than words in 2014 social media. Posts that include photo albums receive 180% more engagement than the average post, and Barack Obama's most popular tweet was a photo of him with Michelle, notes Susskind. So campaign strategists should start coming up with visual impact as well as slogans. That includes videos, especially micro-videos. Twitter’s Vine and Facebook’s Instagram, both limiting videos to 15 seconds or under, are examples of networks that could be used by politicians for quick, real-time connections, as opposed to long-form TV ads. And some social media vehicles that worked well in 2012 will work even better in 2014, predicts Susskind. Take Twitter as an example. As of November 2013, one in 10 Americans got their news from Twitter, she points out, and Twitter continues to offer politicians a way to get the word out, react quickly to events and attacks, and generate real-time response from a growing crowd of followers. For the complete post, go to http://socialmediatoday.com/jane-susskind/2030916/5-ways-social-media-will-change-political-campaigns-2014

Three-Quarters of States Now Under Single-Party Control

Three-quarters of the states, more than at any time in recent memory, are now governed by one party, either Republican or Democrat, according to a new report in The Washington Post. And the 37 single-party states are now moving in opposite directions based on their differing party ideologies, the Post reports. The 23 Republican-run states, where the GOP holds the governorship and has majorities in both legislative chambers, are championing economic and fiscal strategies of lower taxes, spending cuts and less regulation. Many have declined to set up state health-insurance exchanges to implement the Affordable Care Act. The "Red States" are also clashing with unions and pushing a conservative social agenda to restrict abortion or enact voter-identification laws. Meanwhile, the Democrats have full control of 14 states, and while budget squeezes have them embracing budget cuts, too, many Democrat-run states have also raised taxes to pay for education and infrastructure. These "Blue States" generally back the Affordable Care Act and are moving on a liberal social agenda, including legalizing same sex marriages and easing access to voting. That leaves 12 states where power is divided between Republican and Democrat forces, plus Nebraska (which has a nonpartisan unicameral legislature and a Republican governor). On the question of which party's approach generates the best results for a state, the data is inconclusive, but single-party control does have one clear value: Political consensus is allowing the single-party state governments to avoid the gridlock, bickering and inaction of the divided national government. For more, see the Washington Post article at http://www.washingtonpost.com/politics/red-blue-states-move-in-opposite-directions-in-a-new-era-of-single-party-control/2013/12/28/9583d922-673a-11e3-ae56-22de072140a2_story.html

2013 Fundraiser Review: Beyonce, Gators and Guns

On the last day of 2013, it seems appropriate to review the year's political fundraising events, with some raising more eyebrows than cash. An AlterNet.com article by Kurt Walters took a party-agnostic approach in choosing its categories for "The 7 Weirdest Political Money Raising Events of 2013." One popular trend was the high-priced concert fundraiser: At up to $5,000 a ticket, no wonder Sen. Bob Casey (D-Penn.), Rep. John Shimkus (R-Ill.) and Sen. Tim Kaine (D-Va.) were happy to whoop it up with Beyonce at the Verizon Center in Washington, D.C., for example. Several events played to the new national fascination with swamp folk, some successfully like a bayou weekend with Sen. David Vitter (R-La.) and some stepping into media jaws like Republican Florida Gov. Rick Scott's $25,000-per-person private gator hunt, which was cancelled when questions arose over how he intended to get legal hunting licenses. Illinois wins the prize for doing more with less, with a $1,000-hot-dog party thrown by Rep. Mike Quigley (D) and a "Teeni Weeni Bikini Martini" bash by State Rep. Barbara Wheeler (R), where a "one piece" rated $250, a "Speedo" merited $1,000, and bikinis (suggested guest choice) ran for $500. Notable among the 110 gun-themed fundraisers in 2013 was the BYOG (Bring Your Own Gun) target practice event (but no shotguns, please) of Rep. Andy Harris (R-Md.). But the greatest irony in voters' eyes may be fundraisers held by the National Marine Manufacturers' Association PAC aboard a boat dubbed "Unfinished Business" to benefit seven members of a Congress called "the most unproductive in modern history." Unfinished business, indeed. For more political fundraising bashes and busts, see http://www.alternet.org/7-weirdest-political-fundraisers-2013

2013 Elections Provide Political Direct Mail Lessons

While the spotlight was on digital politicking in 2012 and 2013, direct mail continued to be one of the most potent weapons in the campaign arsenal, with more money spent on direct mail by candidates, parties, and outside entities than on any other medium except television. Candidates and causes gearing up for 2014 direct mail appeals should take a look at a review of 2012-2013 political mail tactics by Paul Bobnak, research director of Who's Mailing What!, which tracks direct mail and e-mail in over 220 categories. Bobnak notes that colorful outer mailings are the rule not the exception now; no more sedate white No. 10 envelopes. Four-color, get-out-the-vote self-mailers are another favored tool. Meanwhile, fundraising efforts are borrowing new ideas from other channels to rev up direct mail appeal. For example, both Obama and Romney fundraising efforts used posters and palm cards, copying retail marketing tactics. Borrowing from the Internet, campaigns also have latched onto the "infographic" to persuade donors. On the theme of "everything old is new again," some old direct mail gimmicks have resurfaced. Back in vogue is mailing a penny or a live stamp clipped to the reply form, for example. Outer envelopes that look like FedEx, Priority Mail or interoffice mail also are being deployed, reports Bobnak. Direct mail's ability to add a personal touch may mean even more in the age of Big Data: Both the National Republican Congressional Committee and the Democratic National Committee have enclosed old-fashioned index cards in their appeals to the party faithful, implying that vital members and donors are being personally tracked via file cards, instead of targeted by impersonal databases. For some more examples of compelling mail and copy, check out Bobnak's post at http://www.directmarketingiq.com/article/direct-mail-lessons-2013-2012-political-campaigns-elections/1