The Snail Mail Tactic

Allen West continues successful reliance on direct mailers.

Wednesday, April 4, 2012 | 1:29 p.m.

Rep. Allen West (R) "is investing even more heavily in direct mail as he seeks re-election. He has dropped Base Connect and hired Response America, which handled direct mail" for Sen. Marco Rubio's (R) 2010 campaign. "Through Dec. 31, West had spent" $2.2M "on his efforts to identify and woo donors through the mail. His campaign also has spent at least" $130K "for online fundraising efforts."

GOP fundraiser Ann Herberger, on direct mail: "Candidates are scared because they see the outflow. It's a real leap of faith - and sometimes it doesn't work." Internet fundraiser Larry Biddle: "There's a surprisingly large number of people who like to be communicated with with letters and mail."

GOP consultant/blogger Bill Pascoe: "For some candidates, it can be an enormous help. For other candidates, it falls flat on its face." Base Connect COO Michael Centanni "said direct mail helps candidates connect with donors they wouldn't otherwise reach."  Centanni: "Those people in the other 434 congressional districts or other 49 states are never going to hear of you. These are dollars that you would not have had access to any other way."

Campaign mailer John Phillips: "It is predictable as a medium. It's well-­understood. Despite all the predictions that it's going to die because of the Internet, the demise of direct mail has failed to happen. There's something personal and tangible about a letter" (Bennett, Palm Beach Post, 4/3).