Topics: Email Fundraising, Reed Awards, The Prosper Group, Ted Cruz, Small-Dollar Fundraising

Email Copy Matters... and Ours is Award-Winning!

These days nearly every campaign - from the most local of races up to national campaigns for President of the United States - uses email to one degree or another for small-dollar fundraising, grassroots organizing, get-out-the-vote efforts, and more.

That also means that politically-involved email users have inboxes that are being inundated daily, maybe even hourly, with more requests for donations and other actions than ever before.

In order to be noticed - and more importantly, to build the network and raise the money you need to make a competitive run for office - you need copy and creative that breaks through the clutter.

It has be urgent, compelling, or novel enough to convince someone to stop what they're doing and make a contribution.

At The Prosper Group, we have a long track record of developing innovative email tactics and compelling direct-response content - a capability we are constantly putting to work when developing client programs.

In 2018, we had the privilege to partner with the Ted Cruz for Senate campaign, as he sought reelection in one the most high-profile and hard-fought U.S. Senate races in the country. It was a race that required we kick the status quo to the curb and try new things. We think the results speak for themselves.

We were victorious on Election Day in this race - you can read the case study here - and you may have seen that our work received multiple recognitions at Campaigns & Elections' 2019 Reed Awards!

We were particularly proud that one of our emails for Senator Cruz took home top honors for "Best Fundraising Email Creative/Copy for US Senate Campaign".

Here's a bit more about this race & our work behind this award...

In the U.S. Senate race between Senator Ted Cruz of Texas and Democratic Congressman Beto O’Rourke of El Paso, all the right factors came together for the O’Rourke campaign to successfully build a massive, highly-engaged national grassroots fundraising operation. And the competitiveness of the race captured the nation's attention.

As “Beto-Mania” sprouted in the spring and continued growing into the early summer months of 2018, small dollar online fundraising became increasingly important for the Cruz campaign as a source of funds necessary in order to compete in sharing its message and laying the groundwork to get out the vote throughout early voting and on Election Day.

In the critical third FEC fundraising quarter of 2018, the O’Rourke campaign raised a record-shattering $38.1 million - bringing his total raised to more than $80 million throughout the campaign. For comparison's sake, the Cruz campaign raised $37 million for the entire race.

Up until that point, the Cruz campaign had maintained a cautious but confident approach when it came to messaging for fundraising. Following the news of the O’Rourke campaign’s $38.1 million quarter, The Prosper Group advised the campaign to adopt a hard shift - increasing the urgency by laying out the case, in no uncertain terms, that Senator Cruz could very well be defeated on November 6th if supporters didn't step up.

One email in particular did just that. The email’s subject line was “We could lose”, and the body copy included language such as “we’re falling behind”, “we could lose this race”, and “I won’t sugarcoat it”.

In terms of dollars raised, this email broke the historic single send internal fundraising record for the Cruz for Senate operation... and guided our message development and testing in subsequent days and weeks.

The success of this email is one capstone of a highly successful 2018 small dollar fundraising program, revamped by the Cruz campaign to raise critical resources needed to win.

As we worked to keep pace, the campaign broke many records of its own - raising $37 million, including more than $15.3 online.

Just as we were able to help the Cruz campaign raise the resources necessary to achieve victory, we want to help you break through the inbox clutter and get results.

Let's talk about how we can put our award-winning expertise to work for your campaign!

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