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This file contains:
From Peter H. Dailey, through Magruder, to Maurice Stans asking for the recipient to review an attached television fundraiser proposal. 1 pg. [Subject: White House Staff] [Memo], 5/12/1972
From M. Lesser to Phil Joanou RE: ideas for a televised fundraiser to benefit RN. 1 pg. [Subject: Domestic Policy] [Memo], no date
In-depth proposal for a televised Republican Party fundraiser generated by the November Group, Inc. Handwritten notes added by unknown. The propsed cost of such a fundraiser is also included. 12 pgs. [Subject: Campaign] [Report], 5/10/1972
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WHSF: Contested, 1-40
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26144273
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WHSF: Contested, 1-40
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This file contains:
From Peter H. Dailey, through Magruder, to Maurice Stans asking for the recipient to review an attached television fundraiser proposal. 1 pg. [Subject: White House Staff] [Memo], 5/12/1972
From M. Lesser to Phil Joanou RE: ideas for a televised fundraiser to benefit RN. 1 pg. [Subject: Domestic Policy] [Memo], no date
In-depth proposal for a televised Republican Party fundraiser generated by the November Group, Inc. Handwritten notes added by unknown. The propsed cost of such a fundraiser is also included. 12 pgs. [Subject: Campaign] [Report], 5/10/1972
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Richard M. Nixon's Returned Materials Collection
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Richard Nixon Presidential Library
Contested Materials Collection
Folder List
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No Date
Subject
Document Type
Document Description
1
40
5/12/1972
White House Staff
Memo
From Peter H. Dailey, through Magruder, to
Maurice Stans asking for the recipient to
review an attached television fundraiser
proposal. 1 pg.
1
40
>
Domestic Policy
Memo
From M. Lesser to Phil Joanou RE: ideas for
a televised fundraiser to benefit RN. 1 pg.
1
40
5/10/1972
Campaign
Report
In-depth proposal for a televised Republican
Party fundraiser generated by the November
Group, Inc. Handwritten notes added by
unknown. The propsed cost of such a
fundraiser is also included. 12 pgs.
Monday, September 20, 2010
Page 1 of 1
[Item N-3]
Committee for the Re-election of the President
May 12, 1972
MEMORANDUM
TO:
THE HONORABLE MAURICE H. STANS
THROUGH:
JEB S. MAGRUDER
FROM:
PETER H. DAILEY
Attached is a recommendation for a televised fund-raising effort.
I would appreciate your reviewing it and giving us the opportunity
to discuss it with you at your earliest convenience.
NOVEMBER
GROUP
INC.
CC: P. Dailey
W. Novelli
MEMORANDUM TO: PHIL JOANOU
S. Willis
S. O'Leary
FROM:
M. LESSER
M. Giangrande
G. Karalekas
SUBJECT:
TV FUND RAISING
E. Fitzpatrick
RECOMMENDATION
Attached. are copies of the recommendation for a fund raising
effort in behalf of the President using television.
There is some concern that television is not the best medium
in which to conduct a fund raising appeal. However, as
requested, the attached document provides only a program
for the use of television in fund raising. We still have not
done a complete review of all available media.
If you have any questions or comments regarding this recom-
mendation, please call.
909 THIRD AVENUE
NEW YORK, N.Y. 10022
(212) 752-3500
RECOMMENDATION
A TV FUND RAISING
EFFORT FOR
THE PRESIDENT
Prepared by: November Group, Inc
date: May 10, 1972
PURPOSE
The purpose of this document is to recommend a method for using
TV to raise funds in behalf of the President.
BACKGROUND
The Democratic National Committee has purchased 19 hours of air
time on the ABC television network just prior to the Democratic
Convention. This time will be used to raise money for the Dem-
ocratic Party - to repay their 1968 campaign debts and to fund
the 1972 campaign.
The theme of the broadcast will be - save the country by saving
the two party system. The program will be a tightly packaged
format rather than the open format fund raising telethons usually
take. The estimated cost of the telethon including media and
production costs will be $1.2MM. The program will feature many
of the big name stars who support the Democratic party candidates.
The potentially damaging affect of the telethon is obvious
1) The program will appeal to the "little guy" for financial
help. The Republican Party therefore will appear in contrast
as the "fat cat" party of the big money contributors - the
party that doesn't need the little guy and therefore will
not respond to his needs.
The telethon will involve the contributors in the Dem
cratic Party - an involvement that may carry over to
campaign time and to the election. Once he has made a
dollar committment, the contributor is likely to give
his support in terms of his vote as well.
A major success by the telethon in raising money for the
Democratic campaign will seem, to some, a condemnation 01
President Nixon and his administration.
The telethon will act as a powerful publicity device for t
Democratic Party. Big name stars appearing in the telethoi
will, in effect, act as spokesmen for the party.
MENDATION
der to counter these potential obstacles to the upcoming
dential campaign, it is recommended that the Republican Party
h a broad base appeal to the American people via television
ontributions and support.
ximum effectiveness, this fund raising effort should be
Dignified in tone in keeping with the office of the President
emember, this is a fund raising effort to support his can-
dacy - not to support a political party.
-3-
2) Obviously less expensive than the Democratic effort so as
not to appear to overpower the "poor" opposition. Also,
we don't want to be caught short if broadcast fund raising
doesn't work from a financial point-of-view.
3) Different from the telethon - we want to raise money, not
compete with the Democrats to see who can present the biggest
and best telethon.
4) Timed, if possible, to appear prior to the Democratic telethon
to steal the impact from the Democratic effort. If this
timing is impossible for some reason, the effort must run
before the Republican National Convention to avoid having
the cost of the fund raising campaign count against the
$14.2MM spending limitation.
5) Scheduled to reach the greatest number of voters possible
in order to generate a broad base of support for the President.
The use of television for this fund raising effort provides us
with two options - a spot announcement campaign or a special pro-
gram.
Fund
Of these, a spot announcement schedule on network television appears
to be the best way to accomplish all the above objectives. This
effort would employ 60-second announcements in prime time television
to nationally request support for the President by campaign contri-
butions.
-4-
Alternative suggestions are TV specials: 1) a thematic program
keyed to a special event 2) a star studded special or 3) a
packaged program already in existence.
DETAILS
Both the spot announcement schedule or a TV special, prepared
and scheduled properly, would
- develop the attitude that the Republican Party wants
and needs the participation of the individual.
- deflate the Democratic appeal before it is made by
making them appear the imitators.
Following is a review of the recommended fund raising effort
and the alternatives.
1) Prime time spot announcement schedule
A special schedule of 60-second announcements may be pur-
chased at our discretion throughout primetime (7:30-10:30PM).
network television. For planning purposes a $400M spot
plan (twelve 60-second announcements) has been arbitrarily
scheduled during a single week this summer. This schedule
would reach 60% of the people 18+ an average of two times
during the week.
It should be emphasized that the $400M plan is arbitrary.
The primary criteria for establishing a plan is that the
effort at least pay for itself. Therefore, pending further
analysis and testing, it may be necessary to increase the
For attention, the spot announcements would feature star per-
formers in a straight forward request for money (or secondarily,
volunteers). The basic thrust of the brief, to-the-point
message would be
America needs President Nixon and the President
needs you. Please help in the re-election campaign.
We need money, we need volunteers. Please write
or contact the Committee for the Re-election of
the President, (address)
.
As noted previously, the spots would be scheduled to appear
prior to the Democratic telethon.
The advantages of this spot schedule vs a TV special are
a) Spots scheduled randomly throughout the high viewer
hours will reach more people, more times than a single
two hour special (Exhibit I).
b) Spots can be selectively placed in known high rated
programs to deliver maximum audience for the money.
c) The spot program is dignified - no gloss or glitter.
Just a simple, direct appeal for funds and support. And
it doesn't overpower.
d) This program will provide a striking contrast to the
obviously expensive, highly produced glossy style of the
telethon.
e)
Production problems and cost will be limited to three
to four simple, inexpensive 60-second commercials.
f) The spot announcement program may be easily and relatively
inexpensively tested on a local basis to determine whether
it is a viable fund raising vehicle and whether it does
promote good will for the President and his re-election
bid. The production and media costs of testing this
effort in three geographically dispersed areas (Syracuse,
Tampa, Portland, Ore.) is approximately $28.2M (Exhibit II).
The disadvantages of the spot schedule when compared with a
single special program are
a) Spots don't have the impact of a single program.
b) Spots lack the publicity value of a special.
c) It is difficult to register the name and address for
making a contribution in a short 60-second announcement.
The repetition of the same message in a single program
provides more opportunity for the viewer to write down
the appropriate information.
(NOTE: The name and address problem might be solved by
a supplementary campaign via newspaper ads with coupons
in major markets the week of the spot campaign).
2) Specials
$400M will purchase two hours of network time ($300M) and
cover the cost of producing a two hour special ($100M, assuming
all performers work for free or scale as required). Of course,
a shorter length special may also be purchased.
A TV special scheduled prior to the Democratic telethon
has several advantages:
a) A special has high impact.
b) A special has high publicity value.
c) A special provides entertainment and therefore attention
for the fund appeal.
d) A special may be tailored to provide an appropriate
environment for the fund raising effort.
e) A complete program will provide a more substantial plat-
form for making a fund plea-announcements will be fewer,
but longer for a more complete, in depth appeal (90
seconds - two minutes) .
f) A single program with several repeat announcements will
provide ample time for the viewer to see and write down
the details for making a contribution.
TV specials, however, have disadvantages:
a) A special requires a substantial production investment
($100M) even though the stars etc. appear for free or for
scale. And a special will tie-up extensive committee
personnel and time.
b) A single two hour program will reach a small number of
people (25% of the voters) and will do so with little
frequency (less than one time each).
-8-
c) The risk is greater in terms of success or failure.
If the show is uninteresting, viewers will tune-out and
an unfavorable comparison with the telethon will be made.
d) Any Republican special is contingent on the stars avail-
able. "Our stars" must compare favorably with "their
stars. "
e) If the special is run after the Democratic telethon, it
will smack of "me-too."
f) Due to cost considerations, a TV special cannot be pre-
tested - thereby increasing the risk of the effort.
If a TV special is used, following, in order of preference,
are the directions that might be taken.
a) Theme Special - Fourth of July
The best special is a special built around a single
theme. For a political special, the Fourth of July, the
day of celebration of the nation's birth, seems made-
to-order - and it comes before the Democratic telethon.
The content of the program could then be tailored to
feature prominent entertainers - and perhaps a few political
figures - in a giant flag waving display - joyously cele-
brating the United States, its history and its future.
And, of course, part of that future is the continued
Presidency of Richard Nixon.
A thematic special would, of course, require some extensive
pre-program planning so that all participants may be tightly
coordinated into the required time and program sequence
without extensive rehearsal.
b) Star-Studded Entertainment Special
A special which would require less pre-program planning
is a straight entertainment special - featuring a loosely
integrated parade of big name stars. Little or no re-
hearsal would be required for this program.
This, of course, would be the easiest special (vs a theme
special) to coordinate and, given enough big name stars,
the interest of the audience shouldn't lag for lack of
a sophisticated program vehicle.
c) Existing Program Package
Independent producers prepare and produce programs about
special subjects - American life, the life of a woman,
the fate of wild horses, etc. These programs are then sold
to interested sponsors for network use.
The opportunity may therefore exist to purchase an appro-
priate packaged "theme" special and to insert the fund
raising pleas within the program. The program would then
be run in the time slot purchased on the network.
We are now in the process of investigating the availability
of such programs for use in a fund raising effort.
EXHIBIT I
COMPARATIVE R & F ANALYSIS
2 HOUR TV SPECIAL VS PRIME SPOT
1 WEEK SUMMER '72
Total
# 60
Cost $M
Anncts.
R
F
GRP's
2 Hour Special
400.0
H.H
32
1.0
32
Adults 18+
25
.8
22
Prime Scatter
400.0
12-60's
H.H.
71
2.5
180
Adults 18+
60
2.1
126
Est. Costs
Special: $300.0M time cost + $100.0M production
Scatter: "60" - $3.70 CPM -$34,000 per "60"
Est. Rtgs.
Special 25 avg. - 32 total through whole show
EXHIBIT II
SPOT ANNOUNCEMENT PROGRAM
TEST COSTS
MEDIA
$M
Estimated
Test Market
Cost 12 Prime
Spot 60's
Syracuse
6058.80
Tampa-St. Petersburg
6058.80
Portland, Ore.
6058.80
18.2
PRODUCTION
Four 60-second spots (assuming
10.0
free or scale talent)
TOTAL TEST EXPENSE
28.2