Millennials

Reconciling Conventional Wisdom and New Data on Direct Mail

A recent study conducted by the American Association of Political Consultants (AAPC) in conjunction with the United States Postal Service (USPS) found that 75 percent of Millennial voters, those aged 18-35, “use political mail to remind them when to vote.” At first glance, this seems to be a surprising finding especially comparing it to the older generation of voters, only 58 percent of whom are motivated by direct mail to go vote. It also stands in stark contrast to established academic studies on the topic of mail used as a turnout tool.

In their book Get Out the Vote: How to Increase Voter Turnout, political scientists Donald P. Green and Alan S. Gerber explore the gambit of GOTV tactics employed by campaigns, compiling the results of dozens of studies which rigorous field-tested each tool. Of utilizing direct mail as a GOTV tool, Green and Gerber write, “Direct mail is expensive (more…)

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