WEBINAR RECAP: Reaching Women Voters
During this webinar, the American Association of Political Consultants (AAPC) and the United States Postal Service® unveiled its report on women voters, their behavior and their attitudes on campaign contact. Registrants found out what motivates, persuades and drives them to the polls. An expert panel of campaign operatives including Julie Heinrich (Weber Shandwick), Donald Nichols (United States Postal Service), Tiffany Delgado (The Lukens Company), and Ally Letsky (Deliver Strategies) shared the latest tips, techniques and strategies on how to interact with women voters.
Donald Nichols’ Lessons:
- The level of engagement with voters is astonishing. Voter turnout is increasing and voters are truly engaging with political mail.
- Campaigns are doing a great job of messaging. Now more than ever, voters are voting by mail and they are voting earlier.
- Political mail is not decreasing in this age of digital. Both of these mediums need to be utilized to have a successful campaign.
- Three findings from USPS’ political mail survey include:
- Women read their mail immediately and find mail an effective way to receive political information
- Women trust mail more than online and tv ads
- Women mostly want registration details, and candidate profile information outlined in their political mail.
- When folks open their mail, they spend around 6-9 seconds checking it out. This is important because as consultants, we need to make sure we have grabbed their attention in that short amount of time.
About Donald: Donald Nichols is the National Lead for USPS political mail outreach efforts. He mobilizes a national team of specialists who consult with and support political campaigns, campaign strategists and political alliance mailing partners. He also manages USPS strategic sponsorships with political associations and coordinates marketing and sales efforts to support the use of mail.
Tiffany Delgado’s Lessons:
- Previously, when targeting women voters, candidates targeted family life and reproductive issues. This election cycle, women are coming forward and proving they are more than just household issues. Ideological issues are coming to the forefront.
- Engagement ultimately rises when campaigns use a holistic approach to communicating with voters.
- A lot of female candidates are rooting their messaging in strength. Conservative women, though, are not focusing on the ways that make them uniquely female. Instead they are focusing on the issues themselves.
- It is very important to test and see what voters are responding to. Creating mail pieces that have a way for voters to actually respond with feedback is something voters are responding well to.
- Integrating mail and digital is important. In the past, the mail piece would mirror a website. This cycle, texting has been increasingly popular. This real time interaction with voters has become massively popular.
About Tiffany: During the 2016 election cycle, Tiffany Delgado led a team that collectively raised more than $200 million for a host of Republicans, including Ted Cruz, John Thune, Kristi Noem, and the NRSC. In a vertical where it isn’t easy to secure a seat at the table, Delgado has earned a reputation for executing some of the most successful direct response programs on the Republican side of the aisle over the past couple of cycles.
Ally Letsky’s Lessons:
- We’re seeing a ton of enthusiasm for women candidates. Forty percent of Democratic candidates are women.
- Women are telling their own stories in a very authentic way. Their tone seems to be what voters are looking for.
- Millennial women are checking their mail around 1-2 times a week. All women are wanting clear, to-the-point, information. They want info that is unbiased. Women are also looking at citations, and return addresses. They want to make sure that the mail piece is credible.
- The trend that we’re seeing in female candidates is the honesty they are portraying in their campaigns. Their authentic voices are truly resonating.
- Written letters are an awesome way to grab someone’s attention. Female candidates have powerful stories to tell and this is a great way to share them. It’s all about creating a conversation.
About Ally: Ally Letsky was born abroad but raised in a town of 184 people in the middle of Missouri, which is why she is so passionate about helping democrats create change in more rural areas of the country. Her first campaign was in 2004 in Kansas City and she has enjoyed all of the places that campaigning has taken me – from being on the Obama for America direct mail team in Chicago to managing a campaign in Nashville to managing the Direct Mail Program for Hillary for America in New York.
A huge thank you to our speakers for sharing their expertise with the AAPC membership!