When Ugly Works
Hitting the firewall theme hard, an insert offers an "Official DSCC 2012 Firewall" tote bag for a gift of $35 or more. It's printed on plain, white stock and is very unslick compared to most back-end premium offers. On the back, a picture of former senior advisor to President George W. Bush Karl Rove with his hand raised appears to be grabbing out at you. And we're back to Courier again with a headline screaming about outside groups spending $130 million in the last election and urging the recipient to "BE THE FIREWALL IN 2012."
The reply form is a study in ugliness. It's busy, has a mix of fonts, a seemingly random yellow highlighter effect (although one swipe is over copy about various ways to give, including calling a toll-free number, which is good), a graphic of one dollar bill equaling $2 thanks to the match, a gray box with a personalized message using my first name and telling me the DSCC needs 19 donors from my city by Aug. 15, and no fewer than a dozen check boxes, six of which are the ask array.
The 11th check box invites my feedback with the kind of sell copy you usually see above the dollar string. The copy above a series of ruled lines reads, "I want to stop the GOP from jeopardizing Social Security, repealing health care reform and providing tax breaks to companies that outsource American jobs. Here's why I'm standing with the DSCC today:"
A shopping-list style notepad with the headline "Stand with President Obama for Lasting Change/Silence GOP Lies" and a DSCC logo and website footer also are included, though mentioned nowhere. It is the only component with the DSCC's logo, interestingly. Perhaps the DSCC was using up old notepad inventory, but the premium would have added to the package's gestalt if it had repeated the "I am the Firewall/Stop the Radical Right in 2012" refrain like the tote bag offer.