Topics: Pollie Awards, Email Fundraising, Ted Cruz, Small-Dollar Fundraising, Awards

Sounding the Alarm to Win a Bronze “Pollie” for Best Use of Email

If you’re looking for a GOP digital agency who has demonstrated its ability to create compelling email copy tailored for the success for your campaign - and not just cookie cutter content that looks like what every other campaign is sending to your inbox - you’re in luck!

At this year’s Pollie Awards in Napa, California, our efforts in the 2018 cycle earned The Prosper Group an outstanding FIVE “Pollie” awards; the most of any GOP digital firm in the country.

This is the second in a five-part series to introduce you to our efforts that took home hardware. If you like what you read, click here and let’s chat about how we can work together.

BRONZE: Best Use of Email | Ted Cruz for Senate

In the highly competitive 2018 U.S. Senate race in Texas between Ted Cruz and Beto O’Rourke, all the right factors came together for the O’Rourke campaign to successfully build a massive national grassroots fundraising operation.

As “Beto-Mania” grew during the spring and early summer months of 2018, small dollar online fundraising became increasingly important for the Cruz campaign, in order to ensure voters would be able to hear Senator Cruz’s message and that there would be resources for crucial get-out-the-vote efforts.

In late summer 2018, we partnered with the campaign to extensively revamp its email fundraising program, in order to seize on key opportunities and drive sustained results.

As we build momentum behind this effort, one particular email marked a turning point.

In the critical third quarter of 2018, the O’Rourke campaign raised a record-shattering haul of more than $38.1 million - which helped bring the campaign’s ultimate total raised to more than $80 throughout the campaign.

Following the release of this news, we advised the Cruz campaign to adopt a hard shift in messaging - increasing urgency by laying out the case, in clear terms, that Senator Cruz could very well be defeated on November 6th.

Our goal was simple; to engage every supporter we possibly could, and raise as much money as possible to help the campaign sustain its efforts over the final weeks of the campaign.

The first email deployed in the wake of this shift was straightforward and direct regarding the critical importance of supporting Senator Cruz’s re-election campaign. Its 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”.

The result?

The email raised $32,829 on its initial send, plus an additional $29,995 on its resend - breaking the historic single send internal fundraising record for the Ted Cruz for Senate operation (that previous record was $32,360). And through our efforts the summer and fall of 2018, the Cruz campaign broke many other records of its own - ultimately raising more than $37 million, including more than $15 million online.

The success of this email is one capstone on a highly successful 2018 email fundraising program, revamped rapidly to raise critical resources needed to win in a race where every dollar raised and every vote cast mattered.

At The Prosper Group, we know our clients are raising money not just to post strong numbers; but to raise and use every dollar as effectively as possible to win.

In order to raise every dollar possible, one of your biggest priorities early on must be list growth. Growing your list now means that when the campaign is at its hottest, you will have the largest pool of potential small donors possible. Building your list is an investment in the future of your campaign; the earlier you start, the more return you'll get. Another benefit? Your advertising dollar goes much farther now when competition for ad space is less intense. So, if you aren't capturing email addresses now, you're already behind. Let’s talk about how we can make it happen! 

You can read the first part of our five-part Pollie Award blog series here:

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