ISSUE #18 – Wednesday, August 8, 2018
Posted by Denny Hatch
THE DIRTY LITTLE SECRET BEHIND
SURVEYS
“I upped my revenue.
Up yours!”
Above is a sample from a current GOP online
survey.
In 1984 Peggy and I founded the newsletter and archive
service WHO’S MAILING WHAT! Over the next 20+ years I wrote
about hundreds of direct mail efforts and archived thousands of mailings in more
than 200 categories.
Among mailings regularly received were
fundraising efforts with surveys from political parties (DNC, RNC, NRCC plus
PACs and individual candidates).
All were phony-baloney
scams.
The basic message was that the committee, PAC
or individual candidate deeply cares and wants your input.
Enclosed was a survey with YES/NO questions
plus opportunities for essays to offer ideas and to vent.
Always included: an urgent request
for cash.
How surveys were
processed
Many years ago I called a contact at the NRCC
(National Republican Campaign Committee) and asked him about one of his survey
mailings.
“Why do people fill out surveys?” I asked.
“A politician asking for advice is flattering.
People love talking about themselves. Once a voter answers the first question,
he's hooked. With a survey he believes he can make a difference. And he’ll send money hoping his responses go direct into the candidate's ear.”
“Adding a survey in direct mail is expensive,”
I countered.
“Surveys always lift response and always bring
in more cash than non-survey mailings. Great PR. They make the guy feel
worthwhile.”
“And how do you process the
surveys?”
“We throw ‘em out. Nobody gives a damn what
these people think. We just want their money.
Surveys in the
Internet age
Before the Internet, answers to surveys were
hand-written. Deciphering the handwriting was tough and—if saved—would have to
be data-entered via retyping. That means more staff and spending more
money.
With the advent of the Internet—and universal
use of the QWERTY keyboard—survey answers are electronic and salvageable. They
can be digitally forwarded to the electronic dossier on every individual person in myriad
clouds all over the planet and sold to anybody with cash.
Takeaways to Consider
• The seven key copy drivers—the emotional hot
buttons that cause people to act—are: fear—greed—guilt—anger—exclusivity—salvation—flattery.
• The most powerful: fear, greed, anger and flattery.
• A survey asking for advice is hugely
flattering.
• Involvement devices (e.g., surveys) always lift response.
• Surveys always result in more money.
• Today pollsters collect voter data.
• It still makes sense to cash the checks and chuck out the surveys.
• Or share survey results with the responders in an A/B split. Half get the results; half do not. Which half is more profitable long-term?
• Always send an effusive thank-you letter dripping with flattery and ask for more money.
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Word count: 427
Great minds work alike, Denny.
ReplyDeleteI had been wondering what happens to the surveys and petition questionnaires that fill my (and no doubt, everyone's) inbox every day.
There is no question that they are used just as you have indicated, to raise money and, sadly, as you were told: " “We throw ‘em out. Nobody gives a damn what these people think. We just want their money."
If that's the fate of all the 'surveys' can any one tell us what happens to the 'petitions'? Do I want drilling on public land? No. So I add my name to the thousands of others. Are those names put in front of decision makers? Which ones? And to what effect?
If these petitions are for real - intended to alert legislators to public concern and hopefully change their views - then they should be required to carry a legend that says to whom the petition will be presented, how the results will be publicized and when.
Otherwise it's just another fund raising sham and they should be deleted and dumped.
Denny: It's probably accurate to say that both political parties are engaged in this kind of "taking the pulse of the people" charade.
ReplyDeleteThere are three things you should ask people for: Help, Opinion, and Advice. All elicit response.
ReplyDeleteCall me naive; I had never thought they tossed the surveys. Although considering their strategies, it makes sense. Corporations today also tend not to care about what customers think. Their Web sites generally do not include a means to comment about the product or service. We must vote with our dollars. And what I find most insulting are mailings from incumbents using their franking privileges for campaign purposes. Clever language hides the intention. Really dishonest.
ReplyDeleteAnd not only do they use their franking privilege (and tax payer money) for outright campaigning but we tolerate our president using huge sums of public money to criss-cross the nation in his preferred toy, Airforce 1, for political rallies. Do we think he sees or reads these petitions?
ReplyDeleteObama used AF1 for similar purposes, as did the Bush's, as did Clinton and a lot before...
Delete