First mailed in August 2010, the Voter Protection package consists of a 4-page letter, decal, voter information insert, and National Opinion Survey.  Tested against the League’s long-standing survey control – a very institutional package – this more hard-hitting issues piece won at a 99% confidence level due to a phenomenal response rate (1.68% vs. 0.74%) and higher average gift ($21.52 vs. $20.45).  Additionally, rollout performance has been strong with response rates consistently above 1.40% since the initial drop.

All advocacy clients should test their balance between timely and institutional messaging to stay relevant throughout the 2012 election season.  The League is certainly doing that.