When Ugly Works
After a scathing rant on the GOP's agenda, the letter gets to the heart of the offer in the center of page one in boldface type: "And there's just one thin firewall standing between you and the Radical Right: A Democratic Senate."
The letter makes a compelling case for support with the argument that the Republican Party only needs four seats to "give the politicians of your worst nightmares enough votes" to undo Democratic progress; block President Obama; and "strip away control of your health care decisions, our retirement funds, even your civil rights — and put you at the mercy of corporate America and special-interest groups."
After that scare and more copy about what Democrats have to lose, reassurance comes on page three. In reviewing what happened in the 2010 election, the letter explains: "It was the first time in eight decades that the House switched party control without the Senate following suit — and that's directly attributable to the DSCC and the early support it got from individuals like you. The DSCC backed an effort that knocked on more than 2 million doors, called over 5.5 million swing voters, aired hard-hitting TV ads in nearly a dozen states — and won!
"Grassroots support, baby! That's what the Democrats have.
"That's why I'm asking you to join me today to build the Democratic firewall for 2012 by sending a gift to the DSCC right now.
"And if you respond by midnight on August 15, your support will be matched dollar for dollar — doubling your impact."
After more copy about the importance of early money, how 90 percent of the DSCC's budget is funded by individuals giving less than $200 and the fierce nature of the right-wing campaign machine, the letter ends with, "It's your turn to be the firewall."