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UNITED REPUBLICAN FUND OF ILLINOIS "DEMONSTRATION" LETTER
Many of the best political direct mail letters originate at a local rather than national level. Because
of their limited distribution, however, they often go unseen by those in the broader direct mail
field. A classic created for a local political group was one written by the late Bill Gregory for the
United Republican Fund of Illinois. It was called to our attention by Jim Kobs, his partner at Kobs
Gregory Passavant, who comments:
■ Fund-raising letters present a difficult copy challenge. Because you are really selling
an idea instead of a product. This is one of my favorites. The challenge was to
raise funds from conservative donors, in a period when the liberals were getting all
the media coverage. It is a good example of where an illustrated letter probably
comes across more strongly than one without an illustration.
The illustration was one familiar to Illinois Republicans, to whom the letter was sent. It was a news
photo of Chicago police officers breaking up the rioting at a Democratic National Convention. A
more conventional copywriter would probably have used the photo to condemn the opposition
party in some way. But Bill Gregory took a more positive approach. His copy began:
Must "demonstration" be a monopoly of the New Left?
Some of us, members of the United Republican Fund, have an answer. It is:
"Not by a damn sight!"
Our members are proud to consider themselves "activists" in an old-fashioned,
uniquely American way. We've been demonstrating, many of us,
since before most of today's young radicals were born.
Ours is a different kind of demonstration . . .
. . . not with bricks or fire bombs, but with words, work, ideas, and dollars.
. . . not for revolution, anarchy, and chaos, but for responsible government,
two-party government, and orderly change.
And the three-page letter comes back to this beginning for its close:
Your membership dues, whatever the rate you assign yourself, will be something
more than a contribution toward a stronger party and a stronger
demonstration by your party's candidates for the things you believe in.
They will also be a contribution — perhaps a vital one — to making your
state and your country a better place to live . . . because that is really what
is at stake today!
So make your personal dues check just as generous as you can, and mail
it today.
We will be pleased indeed to welcome you as a activist in an ongoing
demonstration for responsible government.
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