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NATIONAL REPUBLICAN SENATORIAL COMMITTEE
"REPUBLICAN PRESIDENTAL TASK FORCE" LETTER
Probably the most successful political direct mail letter of recent vintage was one signed by
Ronald Reagan inviting selected Republican voters to become members of the Republican
Presidential Task Force. Unlike Tom Collins' letter for George McGovern, it had a more conventional
"you" — rather than "I" — orientation. It also used short, pithy paragraphs, and began:
As your President, I am calling upon you to make a most unusual
sacrifice.
Not the kind of sacrifice that a national emergency might require of
you or your children or your grandchildren to protect our shores
from invasion.
I pray that will never happen — but today I still must ask you to volunteer.
And I must ask you to sacrifice for your country — in order to keep
our Republican majority status in the Senate.
For this reason, I am personally inviting you to become a member of
the "Republican Presidential Task Force."
The concept of getting a core customer group to become members of a "club" is one of the most
powerful strategies for many commercial direct marketers. Its adaptation for political causes
shows how commercial techniques can be effectively adapted to fund-raising. The member benefits
— not unlike many used commercially — were described in the personalized letter:
I am calling upon you to become a charter member of the Task Force.
In honor of this occasion, I have ordered a special Medal of Merit to
be struck.
And Senator Bob Packwood, Chairman of the Task Force, will present
you with your Medal of Merit.
I think it's beautiful and impressive . . . though a bit large for informal
wear, so there's a lapel pin (an exact reproduction of the Medal
of Merit) to be worn proudly every day.
Also, your name will be entered in my "Honor Roll" book and
remain with my permanent papers.
I am placing a copy of this Honor Roll on file so that everyone can
see your name on this vital document, along with the other true
Republicans who are making this country strong again.
Equally exciting, I've commissioned Senator Packwood to dedicate a
full size American flag at a special ceremony in the Rotunda of our
Nation's Capitol Building.
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