I’ve just been sent (thanks @ciaranward) an example of some absolutely brilliant political copywriting. Obama’s fundraising machine is clearly starting to get into gear.
This really is a masterclass in communication.
“[First name salutation]
Someone is about to tap you on the shoulder.
It’s someone who’s already made a donation to the 2012 campaign, and who’s willing to give again if you’ll step up and take ownership of it, too.
They’ve made a promise to match your first donation to this campaign, effectively making your $5 donation a gift of $10. If you give now, you’ll double your impact.
We’re not just gathering donations here. We’re gathering people.
We didn’t get this far by doing things the usual way. Our campaign doesn’t take money from Washington lobbyists or special-interest PACs.
We’re doing this the right way — with a whole lot of people like you taking the lead.
One of our earliest supporters is prepared to make a second donation in order to persuade you to make your first. It’s that kind of commitment that creates a grassroots campaign capable of changing the outcome of an election — and capable of changing the course of this country.
That’s the spirit that drives us. And it starts with a tap on the shoulder.
Now all you have to do is take them up on the offer. Give it a go: