And the Survey Says: You score points with donors when you let them know you're listening
The 'Secure Carrier' ballot
The Heritage Foundation has a place mat-sized inline "Tax Increase Ballot" package with a couple of attention-getting twists. The "Secure Carrier" snap-pack ballot is spot-glued to the top of the letter. It has explicit directions printed on the back reinforcing the message on the first page of the letter, which reads: "For the accuracy that is essential if this Ballot project is to have the clout it needs in Washington, D.C., it is important that each Ballot assigned to your state be submitted by an eligible recipient.
"ìTherefore, if you do not wish to have your opinions considered in this year's urgent debate over taxes and spending, please return your Ballot unopened so we may select another taxpayer to represent your community."
Repeatedly in the letter and one last time in the postscript it hammers home that "all ballots issued must be returned," which likely increases response.
Alternatively, the 'you and only you' model
In contrast to the Heritage Foundation's offer, Judicial Watch's "2011 Critical Issues Survey" is explicitly nontransferable. From the teaser on the outer envelope right down to the instructions on the survey itself, it states again and again, "Please note: this Survey is registered in your name and is not transferable."
The letter begins with donor-centered copy, about how I am among a select number of politically active conservatives being asked to participate in the survey, how I have earned a place in this special group, etc., and how the survey is exclusively for my use.
Overall, the package is a well-crafted offer, but it includes one unexpected surprise — a lift note from Joe "The Plumber" Wurzelbacher, the guy who made headlines in the 2008 elections. Apparently Judicial Watch is representing him free of charge in his lawsuit in a federal appeals court in Ohio. His note praises the organization and includes a soft ask but has no mention of the survey. It's a bit of an odd addition to the offer and off-topic given the issues covered in the letter and the survey — but there it is.