You should read this
Today, Liberals were sent an email with a simple instruction in the subject line: "You should give $5."
In a piece I've written for the weekend, I explain why they're using that word "should" -- and also why they need the money. An excerpt:
Last month, two of Barack Obama’s digital strategists came to Ottawa — guests of theCanada 2020 thinktank — to share some of the lessons they had learned in recruiting money and support online for the president.
In the online world, it’s much easier to test, refine and measure what works and what doesn’t.
Teddy Goff, the digital campaign chief for Obama, said the team was constantly experimenting with the best words to put in cash-solicitation emails. Surprisingly, the word “should” — as in, “you should give” — worked better than bended-knee requests for money.
If you're interested, here's what the rest of the email said (identifiers removed; all these emails are now personalized with records of past giving, etc., which is another technique to maximize donations.)
Subject: You should give $5 [name removed]
Sent: Nov 1, 2013 3:03 PM
I've been touched by the generosity of donors whose contributions began pouring in yesterday.
Already 1,020 Canadians have chipped in $46,424 to help us get our new TV ads on the air.
When those ads start running Monday Canadians will hear a clear message about our priorities -- a message that wouldn't be possible without the generosity of thousands of Canadians who responded to emails just like this one.
[Name removed], I want to count you among those Canadians who own a piece of this ad.
With our Wednesday midnight deadline to raise $250,000 just days away, here's what we have down for you, at this exact email address:
-- LPC engagement: active support (Thanks!)
-- Current TV Ad campaign donor status: Pending
-- Suggested donation: $5
If we've made a mistake above, we apologize -- it may be that you donated using a different email address, and with a quick call to 1-888-542-3725 (Mon-Sun, 9am to 5pm) we can fix your record.
But if this is accurate, don't wait. The Conservatives may be planning their next attack already.
You should donate $5 -- just $1.25 after your tax credit -- and own a piece of this ad:
PS. You may also call 1-888-542-3725 9am to 5pm ET, Mon-Sun, to donate by phone (if the line is busy, please try again).