We are ardent experimenters who win by targeting the most persuadable voters most cost-effectively.
We are women who elect, persuade, and mobilize women through real and relevant communications.
Moxie Media has pioneered the development of empirically driven best practices for political persuasion and mobilization. In 2008 we participated in some of the first tests of persuasion effect and the impact of direct mail volume. Two years later we helped develop one of the earliest Experiment Informed Programs (EIP) for direct mail in the nation, and now make this a central strategy in our federal and statewide campaigns.
We have designed and directed more than a dozen direct mail EIPs in U.S. Senate, gubernatorial and ballot initiative elections in multiple states. This approach has supported our decision-making in these races – on questions about positive/negative approach, types of messengers, most cost-effective persuasion targets, and more – but it also informs our strategic thinking in down ballot races and our ongoing communications work.
Our clients have reaped the benefits of testing at the ballot box, in power circles, with funders, and at the bottom line. Our experiments both validate and confound, but always teach us something we didn’t yet know (for sure), and prompt us to ask the next set of questions about what works best in political communications.
In 2012 Moxie Media designed a direct mail EIP to be the centerpiece of the League of Conservation Voters’ independent effort to elect Washington Governor Jay Inslee. The mission was to learn whether comparative or negative mail pieces were most persuasive in the race, and to build a persuasion model to target voters most cost-effectively, while focusing on environmental issues. >> See Work
Over the past several political cycles, Moxie Media has engaged in a series of national research projects designed to identify key women voters; determine which issues resonate with them; and drive strategies and communications to persuade and mobilize these critical targets – especially to vote for women candidates.
Women voters want information relevant to their lives, delivered by authentic messengers they can relate to and trust, so they feel prepared to cast votes or empowered to take action. First person testimonials and familiar iconic themes are among the most compelling approaches.
Women candidates must be portrayed with a focus on the issues they represent, rather than their biography alone. Comparative and negative messaging should be softer in tone, and delivered by a third party validator instead of the candidate.