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</o:shapelayout></xml><![endif]--></head><body lang=EN-US link=blue vlink=purple><div class=WordSection1><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Hello Kevin . . .<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>It is clear that my writing conveyed a message just the opposite of my intent.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>I am in full agreement with using digital media for communications, and the increased use of digital media tools such as NationBuilder and other social media techniques.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>My intent was to suggest that increased frequency of communication in and of itself is not an effective alternative to quality communications. I am now aware that I obscured my intended message with a lot of extraneous stuff which was not necessary and, as a result, ended up doing exactly what I was suggesting we should avoid doing. An obvious weakness in my communication skills.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Thanks for bringing this to my attention.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Norm<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> --<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Norman T Olsen<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Regional Representative, Region 1<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Libertarian National Committee<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>7931 South Broadway, PMB 102<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Littleton, CO 80122-2710<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>303-263-4995<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0in 0in 0in'><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> Lnc-business [mailto:lnc-business-bounces@hq.lp.org] <b>On Behalf Of </b>Kevin Ludlow<br><b>Sent:</b> Sunday, February 07, 2016 11:16 AM<br><b>To:</b> Norman.Olsen@lp.org; lnc-business@hq.lp.org<br><b>Subject:</b> Re: [Lnc-business] Fundraising<o:p></o:p></span></p></div><p class=MsoNormal><o:p> </o:p></p><div><div><div><div><div><div><div><p class=MsoNormal style='margin-bottom:12.0pt'>Mr. Olsen,<o:p></o:p></p></div><p class=MsoNormal style='margin-bottom:12.0pt'>While I appreciate the sincerity of your email here, I would caution that you're speaking purely out of anecdotal evidence at best.<o:p></o:p></p></div><p class=MsoNormal style='margin-bottom:12.0pt'>As I have stated in emails, at LNC meetings, and as I have shared content with all of this group before, there is absolutely NO mechanism that can produce a better ROI for us than digital media.<o:p></o:p></p></div><p class=MsoNormal style='margin-bottom:12.0pt'>You might say something to the effect of, "well if we use digital media then we're going to see a substantially lower open rate". That is true. It is undoubtedly true. But sending to 100% of our members would also cost just a few dollars -- literally a few dollars. I cannot stress the need to consider this third dimension of ROI enough. The ratio of mails sent to mails read is irrelevant. It's the ratio of mails sent to mails read per cost of mail sent that is relevant. 3 dimensions, not 2, is what allows us to create a metric across all mediums.<o:p></o:p></p></div><p class=MsoNormal style='margin-bottom:12.0pt'>If we took the same amount of money that we spent on current techniques and modernized it, every marketing report in the world suggests that we would be doing much better. We cannot approach this topic anecdotally. There is real-world data behind the results digital marketing can/will/does produce per cost.<o:p></o:p></p></div><p class=MsoNormal>Thanks for your time.<o:p></o:p></p></div><p class=MsoNormal>Kevin<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p><div><p class=MsoNormal>On Sun, Feb 7, 2016 at 11:46 AM, Norm Olsen <<a href="mailto:region1rep@donedad.com" target="_blank">region1rep@donedad.com</a>> wrote:<o:p></o:p></p><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>I have to disagree, Dan & Kevin . . .</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>“Doing more of what works!” is a well established truism. “Doing what works for others!” is not necessarily so.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Do you get daily e-mails from the Cato Institute? The Heritage Foundation? How about the Heartland Institute? Why not? Surely it is not because they already have enough money, and not because they do not have your e-mail address.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>The context in which campaigns like the Ted Cruz campaigns operate is totally different. For example, Mr Cruz is getting hours of national media exposure every day. He also has an awesome brain trust managing many huge lists, tailoring their use according to well devised dynamic strategies. New polls are issued almost hourly. New lists are acquired routinely.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>As advised by my marketing brain trust, my wife, a successful fundraising effort must be based on three universal concepts: Achievement, Audience, and Motivation. One follows from the other and all three must be present to be successful. Not integrating all three can often produce negative results.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Achievement. A solicitation is, essentially, asking the recipient to join the solicitor in achieving something. We do not have a clear definition of what we are trying to achieve. As I have written before, we have an <u>implied goal </u>of 50+ state ballot access for our national candidate. However, this goal is not among the 6 goals we established in September 2014. It was not among the four goals established in November 2012. It was not among the goals established in November 2010. I suggest that this is because we as a committee are not really, truly, committed to it. We ourselves lack confidence in our ability to achieve it.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Audience. The recipients of our message must be those who would be interested in achieving the chosen achievement. That is, solicitations need to be delivered to folks who would consider the achievement as something in which they would very much want to be a part of. It is here that facilities like NationBuilder, with its integration with social media, can be essential to the success of the campaign. Sending solicitations to folks who do not consider the achievement worthwhile risks getting put on the “virtual ignore” list.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Motivation. A solicitation must motivate the selected audience to participate. This is the magic behind matching funds, the magic behind “selling the benefits.” This is the magic of the “goal posts”, the percent complete thermometer. This is why it is much easier to raise funds for a specific project as opposed to funds to replace the carpets in the office.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Repetition is indeed a basic, and valid, tenet of advertising. This works in media venues where exposure results from other attractions such as in TV, radio, newspapers, and magazines. It is only during the Super Bowl that folks actually tune in to watch the commercials. In the mail environment, whether postal or electronic, ignoring a message is easier than absorbing it. In such environments, sending the same message time and time again simply puts the sender on a “virtual ignore” list whether that list be the trash can, the delete button, or the unsubscribe link. Note that in the electronic mail environment, we use techniques to count the percentage of actual opens and often consider 10% to be wildly successful.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Once you get on the “virtual ignore” list, it is very difficult to get off it as your carefully crafted, targeted, and motivating message is never actually seen regardless of how many times it is sent. Quantity is not always a good substitute for quality. Doing something simply because it works for someone else is not an easy ticket to success; and if not used wisely can actually be detrimental.</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Norm</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>--</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Norman T Olsen</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Regional Representative, Region 1</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Libertarian National Committee</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>7931 South Broadway, PMB 102</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Littleton, CO 80122-2710</span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><a href="tel:303-263-4995" target="_blank">303-263-4995</a></span><o:p></o:p></p><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><o:p></o:p></p><div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0in 0in 0in'><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> Lnc-business [mailto:<a href="mailto:lnc-business-bounces@hq.lp.org" target="_blank">lnc-business-bounces@hq.lp.org</a>] <b>On Behalf Of </b>Kevin Ludlow<br><b>Sent:</b> Thursday, February 04, 2016 4:03 PM<br><b>To:</b> <a href="mailto:lnc-business@hq.lp.org" target="_blank">lnc-business@hq.lp.org</a><br><b>Subject:</b> Re: [Lnc-business] Fundraising</span><o:p></o:p></p></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p><div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>Dan,<o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>Thank you for pointing this out. It's unfortunate to think this might actually be a discovery for us.<br><br><u>>To raise more money for the LP, we should pay attention to what others are succesfully doing. Frequent repetition obviously works, and it gains far more than the annoyance it causes. As another example, MoveOn.org sends out an average of about one email a day. As long as each one has a different, interesting subject line and message, it doesn't become counterproductive.</u><o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>Yes. A thousand times yes. Wes, I definitely appreciate all of the new projects that we've got in the pipeline and have no doubt that they will all help us to some positive degree. But to Mr. Wiener's point, we really shouldn't wait to have everything in place. We have lists. Email is ostensibly free. We should be blasting the shit out of those in order to constantly be raising more funds and circulating more communication.<o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>The evidence that it works is that you keep getting it. People wouldn't spend the time to do it if it didn't have a significant return. And it does have a return. So again to Mr. Wiener, I agree with you wholeheartedly that this needs to change ASAP.<o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>While I truly, fully support NationBuilder, it is NOT some kind of magical lead generator. Save for perhaps the single worst website in the poli-sphere, we already have everything we need to run these kind of email campaigns; we just don't run them for reasons that remain entirely unknown to me.<o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>I will support any motions aimed at significantly increasing our digital communication and calls to action through digital mechanisms.<o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>Thank you for creating the talking point.<o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>Kevin<o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p></div></div></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>On Thu, Feb 4, 2016 at 4:44 PM, Wes Benedict <<a href="mailto:wes.benedict@lp.org" target="_blank">wes.benedict@lp.org</a>> wrote:<o:p></o:p></p></div></div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'>We can do it with NationBuilder or our current systems, or any systems. <br><br>Here are some of the big projects that have taken a lot of staff time that prevent getting the fundraising emails out:<br><br>Audit Committee request, and unnecessarily overly complicated bookkeeping procedures.<br>The new membership plan adopted by the LNC and implemented in the summer of 2014, which rearranged and complicated things.<br>A new logo and branding. I like it, but rolling it out takes a lot of time.<br>Emails deciding where to have the next LNC meeting, changing minds, getting more quotes, spending time communicating with the service we hired to make all this go faster, etc.<br><br>We have a new NationBuilder site up an running: <a href="http://libertarian.nationbuilder.com/" target="_blank">http://libertarian.nationbuilder.com/</a><br><br>It doesn't drive itself. <br><br><o:p></o:p></p><pre>Wes Benedict, Executive Director<o:p></o:p></pre><pre>Libertarian National Committee, Inc.<o:p></o:p></pre><pre>1444 Duke St., Alexandria, VA 22314<o:p></o:p></pre><pre><a href="tel:%28202%29%20333-0008%20ext.%20232" target="_blank">(202) 333-0008 ext. 232</a>, <a href="mailto:wes.benedict@lp.org" target="_blank">wes.benedict@lp.org</a><o:p></o:p></pre><pre><a href="http://facebook.com/libertarians" target="_blank">facebook.com/libertarians</a> @LPNational<o:p></o:p></pre><pre>Join the Libertarian Party at: <a href="http://lp.org/membership" target="_blank">http://lp.org/membership</a><o:p></o:p></pre><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>On 2/4/2016 5:31 PM, <a href="mailto:goldsteinatlarge@gmail.com" target="_blank">goldsteinatlarge@gmail.com</a> wrote:<o:p></o:p></p></div></div></div></div></div><blockquote style='margin-top:5.0pt;margin-bottom:5.0pt'><div><div><div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>we could have done a lot of this with nationbuilder.</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>sam goldstein</span><o:p></o:p></p></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>Sent from Windows Mail</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div></div><div style='border:none;border-top:solid #E5E5E5 1.0pt;padding:4.0pt 0in 0in 0in'><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b>From:</b> <a href="mailto:wiener@alum.mit.edu" target="_blank">Daniel Wiener</a><br><b>Sent:</b> Thursday, February 4, 2016 5:16 PM<br><b>To:</b> <a href="mailto:lnc-business@hq.lp.org" target="_blank">lnc-business@hq.lp.org</a><o:p></o:p></p></div></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div></div></div><div><div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>I'm on a bunch of mailing lists for various candidates, mostly Republicans but also organizations like MoveOn.org and Bernie Sanders. (Even for me, the Hillary email list is a bridge too far.) I've been getting an average of two Ted Cruz emails a day, sometimes spiking up to half a dozen. I think we have much to learn from all their fundraising pitches, especially from Cruz who has run an extremely effective and organized campaign and raised huge amounts of money.</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>Among those lessons are to <u>greatly increase</u> the frequency of our solicitations; to segment and micro-target potential contributors (i.e., I'm pretty sure that the Cruz campaign uses different pitches tuned to different interests and subcategories); to use attention-grabbing subject lines which at first may appear counter-intuitive; to always give some excuse for extreme urgency; to use gimmicks such as triple-your-donation (see example in the email below); and to have large links (often giant red buttons) for different contribution levels.</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>Here are some examples of attention grabbing subject lines from Cruz (in just the past two weeks):</span><o:p></o:p></p></div><blockquote style='margin-left:30.0pt;margin-top:5.0pt;margin-right:0in;margin-bottom:5.0pt'><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>Re: huge phone call</span></b><span style='font-family:"Calibri","sans-serif"'> - Ted has been trying to reach you.</span><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>Can't wait to tell you</span></b><span style='font-family:"Calibri","sans-serif"'> - Friend, I can't wait to tell you about the phone call I received</span><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>Tonight</span></b><span style='font-family:"Calibri","sans-serif"'> - BREAKING: WE WON!</span><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>I have to ask</span></b><span style='font-family:"Calibri","sans-serif"'> - I need to ask you for a personal favor</span><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>this is incredibly hard</span></b><o:p></o:p></p></div></div><div><table class=MsoNormalTable border=0 cellpadding=0><tr><td style='padding:4.5pt 0in 4.5pt 0in'><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-size:9.5pt'>📎<b> See Attached, Friend</b></span><o:p></o:p></p></td></tr></table></div></blockquote><blockquote style='margin-left:30.0pt;margin-top:5.0pt;margin-right:0in;margin-bottom:5.0pt'><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>THE ESTABLISHMENT: "Anyone but Cruz"</span></b><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>Fantastic news for Ted Cruz</span></b><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>My Friend Donald Trump</span></b><span style='font-family:"Calibri","sans-serif"'> - This is the email I didn't want to have to write.</span><o:p></o:p></p></div></div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span style='font-family:"Calibri","sans-serif"'>[1] Message Unread</span></b><o:p></o:p></p></div></div></blockquote><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>Also noteworthy is that I'll sometimes get two or three almost-identical versions of the same fundraising pitch, but with one word different in the subject line. Or even something as subtle as using square brackets around a number in one case and parentheses in another case, or single quotation marks versus double quotation marks. Obviously they are doing extensive A/B testing to optimize their response rate.</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>To raise more money for the LP, we should pay attention to what others are succesfully doing. Frequent repetition obviously works, and it gains far more than the annoyance it causes. As another example, MoveOn.org sends out an average of about one email a day. As long as each one has a different, interesting subject line and message, it doesn't become counterproductive.</span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>Dan Wiener</span><o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div></div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'><span style='font-family:"Calibri","sans-serif"'>---------- Forwarded message ----------<br>From: <b><a href="mailto:ted@tedcruz.org" target="_blank">ted@tedcruz.org</a></b> <<a href="mailto:ted@tedcruz.org" target="_blank">ted@tedcruz.org</a>><br>Date: Thu, Feb 4, 2016 at 11:12 AM<br>Subject: help<br>To: Friend <<a href="mailto:wiener@bidslash.com" target="_blank">wiener@bidslash.com</a>></span><o:p></o:p></p></div></div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;background:white'><span style='font-family:"Calibri","sans-serif"'>I'm praying this email reaches you immediately because I really do need your help before the clock runs out...let me explain. </span><o:p></o:p></p></div></div><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width="100%" style='width:100.0%;background:white'><tr><td style='padding:0in 0in 0in 0in'><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=650 style='width:487.5pt;background:white'><tr style='height:7.5pt'><td colspan=3 style='padding:0in 0in 0in 0in;height:7.5pt'></td></tr><tr><td valign=top style='padding:0in 0in 0in 0in'><div align=center><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=650 style='width:487.5pt;background:white'><tr><td width=640 style='width:480.0pt;padding:0in 0in 0in 0in'></td><td width=630 style='width:472.5pt;padding:0in 0in 0in 0in'><p class=MsoNormal align=center style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;text-align:center'><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><span style='text-decoration:none'><img border=0 width=294 height=64 id="_x0000_i1025" src="cid:image001.jpg@01D1619C.88B8F430" alt="Cruz
For President"></span></a><o:p></o:p></p></td><td width=640 style='width:480.0pt;padding:0in 0in 0in 0in'></td></tr></table></div><p class=MsoNormal align=center style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;text-align:center'> <o:p></o:p></p><div align=center><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=650 style='width:487.5pt;background:white'><tr style='height:15.0pt'><td colspan=3 style='padding:0in 0in 0in 0in;height:15.0pt'></td></tr><tr><td width=20 style='width:15.0pt;padding:0in 0in 0in 0in'></td><td width=610 valign=top style='width:457.5pt;padding:0in 0in 0in 0in'><div><div><p class=MsoNormal><span style='font-size:14.5pt;font-family:"Arial","sans-serif";color:black'>Friend, <br><br>I'm praying this email reaches you immediately because I really do need your help before the clock runs out...let me explain. <br><br>We received great news when a few very generous donors stepped up after we won Iowa and agreed to match all online donations -- one for one -- for 48 hours, BUT that has expired. <br><br>However, today I have even BETTER NEWS! <br><br><strong><span style='font-family:"Arial","sans-serif"'>For the next 24 hours, several donors have stepped forward to DOUBLE the match of all donations made through the links in this email. </span></strong><br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>LIMITED 24 HOUR DOUBLE MATCH EXTENSION: click here to donate >></span></strong></a><br><br>This means our matching program has been extended for a limited 24 more hours. <br><br>Please let me share how special this is: your contribution of $25 will be matched two-fold to become $75, $50 will be worth $150, and $500 will become $1500.<br><br>Your donation will be worth triple the original amount you gave. <br><br>Here is the best part -- even if you have already given a matched donation this still applies to you. <br><br>You can see how this is the most important message I've sent you. <br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>24 HOUR DOUBLE MATCH EXTENSION: Stop what you are doing and click here to donate >></span></strong></a><br><br>Please, can I count on you to respond right away? <br><br>Any amount helps, and with just days before the New Hampshire primary -- I need every last bit of support I can get. <br><br>If you've already donated, thank you. I wish I didn't have to ask...but <strong><span style='font-family:"Arial","sans-serif"'>as one of my most trusted supporters, can I count on you</span></strong> to make the most of this opportunity and donate again? <br><br>Friend, the next 24 hours are critical. Your action today will give me the momentum I need leading into New Hampshire, South Carolina, and beyond. <br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>Donate $10, see it matched to become $30 >></span></strong></a><br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>Donate $25, have it double-matched to become $75 >></span></strong></a><br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>Donate $50, see it double-matched to become $150 >></span></strong></a><br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>Donate $100, it will be matched two-fold to become $300 >></span></strong></a><br><br><a href="http://paracom.paramountcommunication.com/ct/33332484:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank"><strong><span style='font-family:"Arial","sans-serif"'>Donate $500, it will triple to become $1,500 >></span></strong></a><br><br>This is good for only 24 hours. <br><br><strong><span style='font-family:"Arial","sans-serif"'>Friend, this is our time. </span></strong><br><br>Our win in Iowa was key -- with your support, it can happen again. <br><br>For liberty,</span><o:p></o:p></p></div></div><p class=MsoNormal style='margin-bottom:12.0pt'><span style='font-size:14.5pt;font-family:"Arial","sans-serif";color:black'><img border=0 width=178 height=80 id="_x0000_i1026" src="cid:image002.jpg@01D1619C.88B8F430" alt="http://www.csimgs.com/tcruz/tc-sig-b.jpg"><br>Ted Cruz<br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br></span><o:p></o:p></p></td><td width=20 style='width:15.0pt;padding:0in 0in 0in 0in'></td></tr><tr style='height:15.0pt'><td colspan=3 style='padding:0in 0in 0in 0in;height:15.0pt'></td></tr></table></div></td><td style='padding:0in 0in 0in 0in'></td><td style='padding:0in 0in 0in 0in'></td></tr></table><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=650 style='width:487.5pt'><tr><td style='padding:0in 0in 0in 0in'><div align=center><table class=MsoNormalTable border=1 cellspacing=0 cellpadding=0 width=300 style='width:225.0pt;border:solid black 1.0pt'><tr><td valign=top style='padding:0in 0in 0in 0in'><div align=center><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0 width=290 style='width:217.5pt'><tr><td style='padding:3.75pt 3.75pt 3.75pt 3.75pt'><p class=MsoNormal align=center style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;text-align:center'><span style='font-size:10.0pt;font-family:"Arial","sans-serif"'>PAID FOR BY CRUZ FOR PRESIDENT<br><a href="http://www.tedcruz.org" target="_blank">www.tedcruz.org</a></span><o:p></o:p></p></td></tr></table></div></td></tr></table></div><p class=MsoNormal align=center style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;text-align:center'><span style='font-size:7.0pt'><br>Copyright © 2016 All Rights Reserved | <a href="http://paracom.paramountcommunication.com/ct/33332485:WGX7HQCN8:m:1:847663864:88B419050AE825FBC70E4886A19AF2C4:r" target="_blank">Privacy Policy</a></span> <o:p></o:p></p></td></tr></table></td></tr></table></div><p style='margin-bottom:12.0pt'><span style='font-size:7.5pt;font-family:"Verdana","sans-serif";color:#999999'>This message was intended for: <a href="mailto:wiener@bidslash.com" target="_blank">wiener@bidslash.com</a> <br>You were added to the system April 8, 2015.<br>For more information <a href="http://paracom.paramountcommunication.com/p/iWGX7HQCN8" target="_blank">click here</a>. <a href="http://paracom.paramountcommunication.com/p/oWGX7HQCN8" target="_blank">Update your preferences</a><br><a href="http://paracom.paramountcommunication.com/p/oWGX7HQCN8" target="_blank">Unsubscribe</a> | <a href="mailto:unsub-32295917873-echo3-6BF420D798A6637C6FA0EFAB5F045915@emailsendr.net?Subject=Unsubscribe&body=Please%20remove%20me%20from%20further%20mailings" target="_blank">Unsubscribe via email</a></span><o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'><br><br clear=all></span><o:p></o:p></p><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'>-- </span><o:p></o:p></p><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><i><span style='font-size:7.5pt;font-family:"Calibri","sans-serif"'>"In general, we look for a new law by the following process. First, we guess it (audience laughter), no, don’t laugh, that’s the truth. Then we compute the consequences of the guess, to see what, if this is right, if this law we guess is right, to see what it would imply and then we compare the computation results to nature or we say compare to experiment or experience, compare it directly with observations to see if it works.</span></i><b><i><span style='font-size:10.0pt;font-family:"Calibri","sans-serif"'> If it disagrees with experiment, it’s WRONG. In that simple statement is the key to science.</span></i></b><i><span style='font-size:7.5pt;font-family:"Calibri","sans-serif"'> It doesn’t make any difference how beautiful your guess is, it doesn’t matter how smart you are, who made the guess, or what his name is. If it disagrees with experiment, it’s wrong. That’s all there is to it.”</span></i><span style='font-size:7.5pt;font-family:"Calibri","sans-serif"'> -- Richard Feynman</span><span style='font-family:"Calibri","sans-serif"'> </span><span style='font-size:7.5pt;font-family:"Calibri","sans-serif"'>(<a href="https://tinyurl.com/lozjjps" target="_blank">https://tinyurl.com/lozjjps</a>)</span><o:p></o:p></p></div></div></div></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span style='font-family:"Calibri","sans-serif"'> </span><o:p></o:p></p></div></div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'> <o:p></o:p></p></div></div><pre>_______________________________________________<o:p></o:p></pre><pre>Lnc-business mailing list<o:p></o:p></pre><pre><a href="mailto:Lnc-business@hq.lp.org" target="_blank">Lnc-business@hq.lp.org</a><o:p></o:p></pre><pre><a href="http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org" target="_blank">http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org</a><o:p></o:p></pre></blockquote><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;margin-bottom:12.0pt'><br>_______________________________________________<br>Lnc-business mailing list<br><a href="mailto:Lnc-business@hq.lp.org" target="_blank">Lnc-business@hq.lp.org</a><br><a href="http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org" target="_blank">http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org</a><o:p></o:p></p></div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><br><br clear=all><br>-- <o:p></o:p></p><div><div><div><div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'>========================================================<br>Kevin Ludlow<br><a href="tel:512-773-3968" target="_blank">512-773-3968</a><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><a href="http://www.kevinludlow.com" target="_blank">http://www.kevinludlow.com</a><o:p></o:p></p></div><div><p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'> <o:p></o:p></p></div></div></div></div></div></div></div></div><p class=MsoNormal style='margin-bottom:12.0pt'><br>_______________________________________________<br>Lnc-business mailing list<br><a href="mailto:Lnc-business@hq.lp.org">Lnc-business@hq.lp.org</a><br><a href="http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org" target="_blank">http://hq.lp.org/mailman/listinfo/lnc-business_hq.lp.org</a><o:p></o:p></p></div><p class=MsoNormal><br><br clear=all><br>-- <o:p></o:p></p><div><div><div><div><div><p class=MsoNormal>========================================================<br>Kevin Ludlow<br>512-773-3968<o:p></o:p></p></div><div><p class=MsoNormal><a href="http://www.kevinludlow.com" target="_blank">http://www.kevinludlow.com</a><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div></div></div></div></div></div></div></body></html>