Framing and Discovery of Issues
The above survey, along with a campaign announcement letter, was mailed to approximately 1,200 voters. The recipients were primary voters within the 16 precincts deemed necessary target precincts.
There were several reasons for this "survey card." Of course, the primary goal was to discover issues important to the identified key publics. Still, there were secondary goals we wanted to accomplish with this survey. Keeping in mind the overall theme of the campaign, Let's return city hall to the residents, this was an opportunity to suggest Bernie will listen to the concerns of residents. Also, the card gave respondents a chance to provide us with a yard sign location. Even more, the card, along with the accompanying letter was a fundraising effort. And, notice the line above the disclaimer, "No Corporate Contributions Accepted." Yes, corporate contributions are illegal, but the impression given is they are legal, but the Moorman Campaign would not accept them.
More importantly, the "survey" was meant to create issues in the minds of key publics. This was an effort to create discontent among residents, to get them to look at the city services and notice how poorly those services are being delivered.
Finally, the survey cards were an opportunity to have the recipients make an investment in the campaign. Even a 33 cent stamp was, in our view, a huge investment and dedication to the campaign. If the respondents indicated wanting a yard sign, then we were almost certain they would vote for us. A monetary contribution meant that person would get to the polls, even if their neighborhood was struck by disaster.
In essence, the survey card, though simple in appearance, production, and distribution, was meant to accomplish these several goals: discovering issues important to key publics; affirming our overall theme that Bernie listens to residents' needs; forcing residents to "rate" the current commission's performance; to make voters have an investment in the campaign with a yard sign, monetary contribution, or simply placing a 33 cent stamp on an envelop and returning it to us. By the end of April we received over 55 responses to the mail survey, many with contributions and yard sign locations.
Now, view the announcement letter sent with the survey cards, followed by the response I mailed to each recipient!
Continue to the Campaign Announcements
