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Direct mail in campaigns

One of the best ways to take advantage of direct mail's potential is by using it during a political campaign. By targeting the right people through tools such as address validation software, those in the midst of an election can help spread the word.

In one recent case, the Tobacco-Free Kids Action Fund rolled out a direct mail campaign in support of Indianapolis mayoral candidate Melina Kennedy. The nonprofit group said that it was sending out the printed endorsements because Kennedy was the only person in the race who advocated making smoke-free laws apply to all workplaces.

The send-out shows a contrast between the current mayor, Greg Ballard, and Kennedy on the public health issue.
"70 percent of Indianapolis voters support a comprehensive smoke-free law, and they deserve to know where the candidates for mayor stand on this important health issue," said Matthew L. Myers, president of the fund.

The nonprofit is just one of many organizations and businesses around the country to use printed material to achieve better results.