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Getting Out the Vote With Postcards toVoters: A Study of Best PracticesNovember 2019
Background Millions of postcards to voters were written and sent during the 2018 election cycle.Field studies suggest that these postcards do have a positive impact on getting out thevote. Postcard writers and list providers have varying opinions as to what constitutes themost effective postcard writing protocols. Just a few of some widespread views are:– The more artsy and decorated the postcard, the better.– Handwritten is superior to anything pre-printed.– The more information we provide about a candidate the better.– It is best not to address a postcard to a voter by name. The purpose of this research is to understand whether any of these things make adifference and, if so, to recommend some best practices to those who are usingpostcards as a campaign tool, hosting postcard parties, providing address lists forpostcard writers, and writing postcards themselves.2
Objectives The objectives of this research are to identify whether there are differences in postcardeffectiveness based on the format. Postcard effectiveness is defined as meaning thatthe postcard:– Is read, kept, and/or shared with others; and– Enhances voter likelihood to pay attention to this election, vote, vote for the specificcandidate, and/or make sure people they know are registered to vote. Six different formats were tested as follows:– Base—represents a typical hand-written message which asks the voter to vote for aspecific candidate on election day. This version is addressed to “Valued Voter.”– Volunteer—same as Base case but adds a phrase at the beginning “I am avolunteer asking you to please vote for .”– Decorated—same as Base but includes colorful decorations– With Name—same as Base but instead of Valued Voter, it says Dear (First NameHere) and (Full Name) is noted as part of the address.– Short—this version is very brief and leaves out any information related to thecandidate’s stand on the issues. It is simply a reminder to vote and to vote for thiscandidate.– Pre-printed—same as Base except all the base text is pre-printed leaving someroom for a handwritten closing and signature.Screen shots of each of the six postcard versions tested are below.3
Six Postcards TestedBASEVOLUNTEERDECORATEDWITH NAMESHORTPREPRINTED4
All Postcards Shown Had the Same Back5
Methodology Online interviews were conducted among registered Democrats as follows:– 1,380 interviewed; 1,217 interviewed in-depth about the postcards*– Six groups of 200 respondents, each exposed to two versions of the postcard– Quotas were set so each group of 200 had readable bases of respondents bygender, age, and region After exposure to one of the postcard versions, respondents were asked:– Thoughts and feelings– What would do with the postcard (read/skim/throw away/keep/share)– Impact on likelihood to take action (pay attention to election, vote etc.)– Likes/dislikes Following individual postcard evaluations, respondents were exposed to a secondversion and asked their preference and reasons for preference Interviewing was conducted May 14-24, 2019 Results have been tested for differences at the 90% confidence level and noted withan A, B, C, D, E, F indicating as follows:A. Significantly greater than BaseB. Significantly greater than VolunteerC. Significantly greater than With NameD. Significantly greater than DecoratedE. Significantly greater than ShortF. Significantly greater than Preprinted*163 respondents indicated they would throw a postcard away without reading it. They were not interviewed in-depth.6
Executive Summary7
Overall Findings Prior studies have found that postcards to voters have a small positive effect on voterturnout. The impact lies somewhere between purely commercial mailers and a phonecall—not as effective as a phone call but more effective than a commercial mailer. Thissmall, positive effect, however, adds up when millions of postcards are written byvolunteers -- which is what happened in the 2018 election cycle. Our study found thatsuch postcards appear to be more effective overall with younger voters (under 45)than older voters (45 ). In addition, Democratic voters residing in Red states weremore positively impacted by the postcards than those in Blue states. These two skewscould be helpful in prioritizing postcard writing efforts overall since we often know theage, gender, and state of the voters who are targeted by postcarding efforts. While postcards are effective, little has been known about whether some postcardformats are more effective than others. Led by market researcher Sandy Radoff, BlueWave Analytics, an all-volunteer group of experienced activists, designed a protocol totest whether recipients are more likely to be mobilized by a postcard that is allhandwritten vs. partially pre-printed, decorated with colorful drawings vs. plain, greetsthem by name vs. being sent to them with no name and various other possiblevariations. (Details of how the study was done follow. An even more detailed report isavailable upon request by emailing slradoff@gmail.com)8
Overall Findings (Continued) The results are in and the format does, indeed, make a difference. While all formatstested had a positive impact, some potential best practices which could boost thepostcards’ impact did emerge. Especially for the purposes of campaign mangers, the most important finding was thatpartially preprinted text did just as well as all hand-written. It was easier to readand more professional looking. However, leaving at least a small amount of room for ahandwritten note was an important way to give it a personal touch. The fact that thisversion did well versus a typical all handwritten version is exciting because volunteerscan fill out and send more of these per hour enabling us to reach many more potentialvoters. This version boosted the effectiveness among women, voters 45 years orolder, and those with household incomes under 75K. Consider partially preprintedcards. When preprinted text isn’t possible, the quality of the handwriting makes adifference. We selected someone with legible handwriting to create the prototypepostcards (see samples of what voters were reacting to on page X) and the singlebiggest suggestion for improving the postcards was to make the handwriting neaterand more legible.9
Overall Findings (Continued)– Decorations are polarizing. While some very much liked decorations, an equalproportion disliked them. This format was weakest among households with higherincomes ( 75K ).– Beginning with the phrase “I am a volunteer writing to ask you to please votefor .” significantly enhanced the effectiveness of postcards. It explainedwho the person signing the postcard was and it softened any resistance tohandwriting that might be at all illegible or unclear. This format was particularlyeffective among women, voters 45 or older, and those in Red states.– Addressing the recipient by name was generally preferred versus somethinglike “Dear Valued Voter”. However, these preferences were concentrated amongyounger voters (under 45). Older voters were more likely to prefer receiving a cardaddressed to “Dear Valued Voter” without their name.– A very short get out and vote message without any information about thecandidate is the weakest format. While too much text can be problematic, simplyasking people to vote for a particular candidate with no information about thecandidate’s views was less effective than any of the other formats, all of whichprovided a few facts about the candidate’s record. One final thing to consider that was not specifically tested but was mentioned in openended comments--Voters would love to see their polling place on the card. Werecommend including a suggestion to find that information at vote.org in your text.10
Detailed Findings11
Overall very good news* Registered Democrats like these postcards.– Only 12% indicate they would throw it away without reading– Over half would at least read/skim it before throwing it away– Close to a third would keep it and/or share it 18% said they would keep it; 12% would share Share30%58% Read/skimthrow away18%Read/skimkeep*Base 1,380 since it includes 163 respondents who were terminated after saying they would throw it away without reading it.Q7: Which of the following best describes what you would do with this postcard?12
More good news . These postcards would have impactMuch More31%Any ActionSay they would pay moreattention to this electionWould be more likely to voteWould be more likely to vote forthis candidateWould be more likely to makesure others are registered to voteSomewhat More19%35%31%24%14%17%22%30%23%66%50%46%44%40%Q8: What impact, if any, would receiving this postcard have on your likelihood to do the things listed below? Much more likely, Somewhat more likely,Neither more nor less likely, Somewhat less likely, Much less likely.13
Summary of Key Measures in Total by Selected Subgroups Men and women respond equally well to the postcards. Those with household incomes (HHI) under 150K responded significantly morepositively than those with HHI above 150K.GenderHousehold Income 40K 75K(237)%B 75- 150K(459)%C 150K (235)%DMales(569)%Females(647)% 40K(277)%AWould read/skim; then throw away6865606468A75ABCWould keep202125D21D21D13Would share121415151212More likely to take action(Much more/somewhat more likely for 1 items)656770D73CD66D54More likely to pay attention to this election(Much more/somewhat more)515155D57D51D39More likely to vote(Much more/somewhat more)454652D53CD46D29More like to vote for this candidate(Much more/somewhat more)434446D49D44D36Make sure people are registered(Much more/somewhat more)413948CD45D39D29A/F: Significantly higher than other group at the 90% confidence level.14
Summary of Key Measures in Total by Selected Subgroups Those under 45 years of age respond more positively than those 45 . Urban dwellers respond more positively than Suburban/Rural dwellers; this is likelycorrelated with age. Those with children under 18 respond more positively than those without; again likelycorrelated with age.AgeUrban/RuralChildren 45(592)%A45 74)%ENoChildren(843)%FWould read/skim; then throw away6271A5970C6468Would keep24B1724D192120Would share141317D121512More likely to take action(Much more/somewhat more likely for 1 items)73B60696575F62More likely to pay attention to this election(Much more/somewhat more)57B4658D4861F47More likely to vote(Much more/somewhat more)53B3950D4457F41More like to vote for this candidate(Much more/somewhat more)50B3848D4253F39Make sure people are registered(Much more/somewhat more)48B3248D3751F35A/F: Significantly higher than other group at the 90% confidence level.15
Summary of Key Measures in Total by Selected Subgroups Those in Red States respond more positively than those in Blue States.REDStates(428)%ABLUEStates(789)%BWould read/skim; then throw away6369AWould keep37B31Would share17B11More likely to take action(Much more/somewhat more likely for 1 items)6964More likely to pay attention to this election(Much more/somewhat more)5450More likely to vote(Much more/somewhat more)4944More like to vote for this candidate(Much more/somewhat more)49B41Make sure people are registered(Much more/somewhat more)45B38A/B: Significantly higher than other group at the 90% confidence level.16
Analytic NoteA total of 1,380 respondents were screened. This included 163 who indicatedthey would throw a postcard away without reading it. For the rest of thisreport, we will focus on the 88% who would at least read or skim the postcardwhich is a base of 1,217.17
Summary of What Would Do with Postcard – Total Overall, about two thirds will read/skim before throwing the postcard away. About afifth will keep it and 13% will share it.– SHORT is most likely to be thrown away after reading/skimming.– VOLUNTEER and PREPRINTED are most likely to be )%WITH NAME(D)%SHORT(E)%PREPRINTED(F)%Would read/skim; then throw away676667666771F62Would keep2023D162023D1822Would share131117D14101115DA/F: Significantly higher than other group at the 90% confidence level.Q7: Which of the following best describes what you would do with this postcard?18
Summary of Impact on Likelihood to Take Actions – Total Overall two-thirds indicate the postcard would make them more likely to take someaction.– VOLUNTEER and PREPRINTED are strongest on these measures.– DECORATED and SHORT are weakest on these measures. PREPRINTED is the single strongest format for encouraging people to vote for RATED(C)%WITH NAME(D)%SHORT(E)%PREPRINTED(F)%More likely to take some action666573CE60656271CEMore likely to pay attention to thiselection514755C4352C5158ACMore likely to vote464150AC40484846More like to vote for this candidate4443E45E4045E3355ABCDEMake sure people are registered40384338394042(Much more or somewhat more likely)A/F: Significantly higher than other group at the 90% confidence level.Q8: What impact, if any, would receiving this postcard have on your likelihood to do the things listed below? Please select one answer for each item.19
Summary of Impact on Selected Attitudes – Total Preprinted has a significant edge over other formats when it comes to key D(C)%WITH NAME(D)%SHORT(E)%PREPRINTED(F)%Reminds me about an upcomingelection80767878798287ABCDHelps me know where candidatestands on the issues5966E60E61E69BCE2670BCEMakes me feel my vote would makea difference585560E535265ACD62CDShows me that people like me aregetting involved534761ACE4557AC5056ACIndicates that this election is moreurgent than usual48474643494556ABCEMakes me feel I don’t want to let thepostcard writer down34343433343635(Agree completely or agree)A/F: Significantly higher than other group at the 90% confidence level.Q8: What impact, if any, would receiving this postcard have on your likelihood to do the things listed below? Please select one answer for each item.20
Volume of Positive Comments vs. Negative Comments VOLUNTEER and PREPRINTED show real strength with positive comments greatlyoutweighing negative comments. WITH NAME also shows some strength. BASE, DECORATED, and SHORT receive equal proportions of positive vs. negativecomments.BASEVOLUNTEER-1DECORATED 24-2Something Positive Something Negative Something Positive Something Negative Something Positive Something NegativeWITH NAME 13SHORTPRE-PRINTED-2 20Something Positive Something Negative Something Positive Something Negative Something Positive Something NegativeQ9a: What was it about the postcard that made you more likely to take action?Q9b: What, if anything, was there about this postcard that you found unappealing or that could be improved?21
Positive comments were similar across the six versions Respondents’ positive comments focused on the fact that the card:– Was a reminder to vote– Included the candidate’s views on some issues– Was handwritten– Was personal More differences surfaced when examining the negative comments. These arecovered next.Q9a: What was it about the postcard that made you more likely to take action?22
A majority named something about BASE, DECORATED, andSHORT that was unappealing or could be improved Significantly fewer found something lacking with VOLUNTEER, WITH NAME, TH NAMESHORTPREPRINTED60%45%Q9b: What, if anything, was there about this postcard that you found unappealing or that could be improved?23
Negative mentions overall focused on the handwriting Handwriting negatives were fewest for SHORT and PREPRINTED. The desire for more information/specifics was greatest for SHORT. DECORATED was criticized for being childish and having an overall unappealing look.BASEVOLUNTEERDECORATEDWITH NAMESHORTPREPRINTEDHandwriting454137392117More info nauthentic fake14811246Who is Jill?5235115Drawings0014000# Negative MentionsQ9b: What, if anything, was there about this postcard that you found unappealing or that could be improved?24
Handwritten was a net negative for all six formats Not surprisingly, SHORT and PREPRINTED received the fewest net negatives forhandwriting.BASEVOLUNTEERDECORATEDWITH NAMESHORTPREPRINTED# Negative handwriting mentions454137392117# Positive handwriting mentions1012611150Net negative mentions35293128617Q9b: What, if anything, was there about this postcard that you found unappealing or that could be improved?25
Impact of Decorations, Name, and Preprinting Colorful decorations appear to be a net positive but they are somewhat polarizing withalmost 3-in-10 indicating less likelihood to take action. Personally addressing and partially preprinting are received favorably or neutrally withlittle downside.Much more likelyDECORATEDWITH NAMEPREPRINTEDColorful Decorations%Addressed to You Personally%Partially Preprinted%27%30%28%50%63%Somewhat more likely20%No impact22%Less likely61%36%33%34%33%3%6%28%Q13: Even though you may have already mentioned it, please indicate how, if at all, the colorful decorations affected your likelihood to read thepostcard.Q14: Even though you may have already mentioned it, please indicate how, if at all, the fact that the postcard was addressed to you personallyaffected your likelihood to read the postcard.Q15: Even though you may have already mentioned it, please indicate how, if at all, the fact that some of the postcard was preprinted versus being allhand-written affected your likelihood to read the postcard.26
Preference varies across versions The most notable comparison is SHORT vs. BASE where BASE is preferred by afactor of 9 to 1. Both VOLUNTEER and WITH NAME are significantly preferred over BASE.Postcard Compared to BaseVOLUNTEERDECORATEDWITH NAMESHORTPREPRINTED(n 204)(n 203)(n 201)(n 205)(n 404)*7%Prefer Postcard32%Prefer Base20%32%28%33%9%63%30%29%38%Both would equally35%29%23%22%Neither would13%15%20%8%14% Significantly higher than other group at the 90% confidence level.Q12: If you received these two postcards in the mail, which one would be more likely to get you to take some kind of action such as paying attentionto this election, voting, voting for this candidate, or making sure you were registered to vote?*Note that the base for Preprinted is higher because it was paired against BASE twice—once when respondents evaluated PREPRINTED in detailand again when respondents evaluated BASE in detail.27
Summary of Key Measures for Selected Subgroups28
Summary of Key Measures – Females Volunteer is the strongest format among Females followed by AME(E)%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away626669656861Would keep25C151926C1922Would share1320E1391317EMore likely to take action(Much more/somewhat more likely for 1 items)6375BDF58686575BDFMore likely to pay attention to this election(Much more/somewhat more)4356BD3955BD55BD60BDMore likely to vote(Much more/somewhat more)4055BD364651BD48More like to vote for this candidate(Much more/somewhat more)4146F4047F3454BDFMake sure people are registered(Much more/somewhat more)3446B37394039B/G: Significantly higher than other group at the 90% confidence level.29
Summary of Key Measures – Males Preprinted has a significant edge among Males on a key action—being more likely tovote for this ME(E)%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away7069636975DG63Would keep211821201623Would share9131611914More likely to take action(Much more/somewhat more likely for 1 items)677061626072More likely to pay attention to this election(Much more/somewhat more)535448504756More likely to vote(Much more/somewhat more)424445514445More like to vote for this candidate(Much more/somewhat more)46F44F40433256DEFMake sure people are registered(Much more/somewhat more)433940404045B/G: Significantly higher than other group at the 90% confidence level.30
Summary of Key Measures – Under 45 Younger registered Democrats significantly prefer the With Name version but are alsopartial to Preprinted which gets the highest rating for “more likely to vote for %WITHNAME(E)%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away6470DE55586462Would keep231827C31C2422Would share131217111215More likely to take action(Much more/somewhat more likely for 1 items)727567757177More likely to pay attention to this election(Much more/somewhat more)50575464B6058More likely to vote(Much more/somewhat more)485350565556More like to vote for this candidate(Much more/somewhat more)51454852F3963BDFMake sure people are registered(Much more/somewhat more)49424854C4949B/G: Significantly higher than other group at the 90% confidence level.31
Summary of Key Measures – 45 Older registered Democrats strongly prefer the Volunteer format but give significantlyhigher ratings for Preprinted on key actions as %SHORT(F)%PREPRINTED(G)%686577CG75G78BCG62Would keep22DF1512171122DFWould share1021BDEF1291016More likely to take action(Much more/somewhat more likely for 1 items)5970BDEF52565565DMore likely to pay attention to this election(Much more/somewhat more)4554DE33414357BDEFMore likely to vote(Much more/somewhat more)3547BD31414237More like to vote for this candidate(Much more/somewhat more)3744DF3239F2747DFMake sure people are registered(Much more/somewhat more)2943BDEF29253235Would read/skim; then throw awayB/G: Significantly higher than other group at the 90% confidence level.32
Summary of Key Measures – HHI 75K Lower income registered Democrats ( 75K HHI) give significantly higher ratings HNAME(E)%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away6464546171DG56Would keep211528C32CF1826Would share1521E18E71218EMore likely to take action(Much more/somewhat more likely for 1 items)647572696980BMore likely to pay attention to this election(Much more/somewhat more)475855565568BMore likely to vote(Much more/somewhat more)445954525055More like to vote for this candidate(Much more/somewhat more)464649463763BCEFMake sure people are registered(Much more/somewhat more)435246434550B/G: Significantly higher than other group at the 90% confidence level.33
Summary of Key Measures – HHI 75K Decorated is particularly weak among 75K HHI households. The Short format is alsoweak but has an edge over Decorated for being more likely to %SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away687074717267Would keep231714171819Would share91412121115More likely to take action(Much more/somewhat more likely for 1 items)66D70DF51625664DMore likely to pay attention to this election(Much more/somewhat more)48D53D3550D4751DMore likely to vote(Much more/somewhat more)38423145D46D40More like to vote for this candidate(Much more/somewhat more)43F44F3444F2851DFMake sure people are registered(Much more/somewhat more)353633373536B/G: Significantly higher than other group at the 90% confidence level.34
Summary of Key Measures – Red States Red State Democrats show preference for the Volunteer version and the Pre-printedversion. Like the other groups, they like the Short version the )%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away695857607063Would keep212221241522Would share112022161512More likely to take action(Much more/somewhat more likely for 1 items)6378B67666673More likely to pay attention to this election(Much more/somewhat more)4361B49555563BMore likely to vote(Much more/somewhat more)435749544845More like to vote for this candidate(Much more/somewhat more)48F52F51F49F3063FMake sure people are registered(Much more/somewhat more)405149414445B/G: Significantly higher than other group at the 90% confidence level.35
Summary of Key Measures – Blue States Blue State Democrats also show preference for the Volunteer version and the Preprinted version. While the Short version performs weakly on most dimensions, itappears to be a good reminder to votefor Blue State ME(E)%SHORT(F)%PREPRINTED(G)%Would read/skim; then throw away657271717262Would keep24C131923C1922Would share1215E106916EMore likely to take action(Much more/somewhat more likely for 1 items)6670D56656169DMore likely to pay attention to this election(Much more/somewhat more)5053D41504955DMore likely to vote(Much more/somewhat more)4046364548D47More like to vote for this candidate(Much more/somewhat more)414134433551DFMake sure people are registered(Much more/somewhat more)383933393840B/G: Significantly higher than other group at the 90% confidence level.36
Reasons for PreferenceFollowing individual postcard evaluations, respondents were exposed to asecond version and asked their preference vs. the BASE version and why.While it is unlikely in the real world that the same person would receive twodifferent versions of the postcard, this exercise served to crystallizerespondents’ reactions and preferences.[See page 27 for quantitative results.]37
Reasons for 28% Preferring PREPRINTEDSample Verbatims The message on the bottom is much neater and easier to read. This card gives a better impression of the candidate. It looks more professional. It is type written which does make a difference to me. Neater. Easier to read. Still had a personal touch at the end withthe handwritten ending. Not as juvenile. I prefer the higher level of formality in type-written. More professional and easy to read. More professional looking, yet with a personal handwritten touch. The little handwritten note from Jill made it a little more personalized. It is easier to read for sure.38
Reasons for 32% Preferring VOLUNTEERSample Verbatims The use of the word “please”.It’s a little more personal coming from a volunteer.It included the introduction rather than just saying to vote.Because a volunteer asked you to vote.States that the person is a volunteer which means they’re not getting paid which means they strongly believe in whatthey’re doing and who they support. I like that Jill introduces herself. Statement abut volunteer writing about the candidate. It was done politely, not telling me but asking me to please.39
Reasons for 33% Preferring WITH NAMESample Verbatims They bothered to put my name in it, not just a generic greeting.Includes my name so more personalized.It’s the use of the first name over valued voter. The latter is usually comically offensive.It’s personal. With my name is speaks directly to me. Valued Voter is a cliché.40
Reasons for 29% Preferring BASESample Verbatims The handwritten version is more personable than the typewritten version. (vs. PREPRINTED) Looks more personal and someone took the time to handwrite it. (vs. PREPRINTED) It seemed more formal. (vs. VOLUNTEER) It was more direct. (vs. VOLUNTEER) More serious look. (vs. DECORATED) It doesn’t look like it was written by a kid. (vs. DECORATED) Didn’t have to put my full name on the postcard!!! (vs. WITH NAME) It would be a little creepy for my name to be in the message and it would be a little too familiar. (vs. WITH NAME) It included information on the candidate. (vs. SHORT) It had more details. (vs. SHORT)41
Reasons for 32% Preferring DECORATEDSample Verbatims Seemed more friendly.More eye-catching.Because it was signed with a heart which made it feel more personal.It looks cuter and more like a child made it.It’s more expressive than the second one and just straight more fun!42
Reasons for 7% Preferring SHORTSample Verbatims Straight to the point.Not as busy.It was short and simple.Shorter and more concise.43
cards. When preprinted text isn't possible, the quality of the handwriting makes a difference. We selected someone with legible handwriting to create the prototype postcards (see samples of what voters were reacting to on page X) and the single biggest suggestion for improving the postcards was to make the handwriting neater and more legible. 9
