News Analysis: Breaking Down McCain’s E-Fundraising Letter of June 28 - “Steady Strain”
This is an analysis of the latest fundraising e-mail, received by The Tower at 2:48 PM today. Here is the full text of the e-mail, which - in a different method than the last two e-mails - came under Senator McCain’s signature and not the campaign staff:
Dear (first name of The Tower’s publisher)
In the Navy, we often talk of the need to keep a “steady strain” on the lines between ships, to avoid a sudden jerk or movement that could easily snap the line. I’ve always believed a “steady strain” is essential not only at sea, but in life as well.
Politics certainly is not a business of calm seas and light breezes. More like a ship in a storm, in campaign life we ride the high crests and sail through low troughs. I’ve been at the very top and I’ve suffered through the challenges of the bottom. It is through those experiences that I know we must keep the “steady strain.” Our campaign today has already experienced some of this rollercoaster ride, but I strongly believe the “steady strain,” made possible by a strong grassroots organization in the early primary states, is the path to victory.
This campaign will be a long, hard fought contest. It started earlier than any presidential campaign I’ve ever witnessed, and with so many states moving up their caucuses and primaries, the nomination will be decided most likely by the end of February 2008. That is why I need your help now.
We have built a grassroots organization in the early primary states that is second to no one in the race. It is this strong infrastructure that allows us to weather any storm we face.
Won’t you stand with me today to maintain the “steady strain” of this long political contest? I am not the most popular guy in Washington amongst the big money lobbyists, but I have the support of people like you–and that my friend is far more important to me. Together, I know we will restore Americans’ faith in our elected officials, government institutions, and political system and bring common sense conservative principles to government.
I thank you for your hard work, dedication, and continued financial support for our cause.
Sincerely,
John McCain
P.S. As you know, the political pundits analyze the financial support for each candidate on a quarter by quarter basis. This Saturday at midnight marks the end of the second quarter so please make your donation right now. Just follow this link to donate and thank you again for your steadfast support of my campaign.
The Tower’s analysis:
The use of the software-generated first name - although everyone knows it’s software-generated - is a nod to the traditional observances of correspondence, and it does seem to be a good touch.
The use of the Navy metaphor is particularly effective. It reminds the recipient of Senator McCain’s distinguished naval career, which is the foundation upon which his political career rests. McCain was not a professional politician and did not aspire to be one, till comparatively late in life - unlike many of his colleagues on Capitol Hill.
The other distinctive mark of this e-mail, was the fact that it was sent under the candidate’s own signature. The personal appeal from the candidate is the trump card of any fundraising organization, and given the situation near the end of the fundraising quarter, it seemed to be a good and judicious use of the prestige of his name.
It seems logical to assume that McCain’s signature was also the primary reason for the absence of specific $ amounts to donate - which were evident in the preceding e-mails. It tends to muddle the message when a candidate is making lofty calls to patriotism and effective government, and at the same time, introducing the unpleasantly mundane dollar amounts of fundraising into the message.
In summary, The Tower believes this e-mail to be effective, and anticipates that it will yield considerable online donations for the McCain campaign.
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