Justine Hirsch
This launch email introduces Justine Hirsch’s grassroots campaign for Congress in Michigan’s 1st District, grounding her candidacy in lived experience as a Northern Michigan small-business owner and single mother. The message contrasts her people-first values with her opponent’s record, emphasizes the competitiveness and national stakes of the race, and closes with a direct call for day-one grassroots support, reinforcing the campaign’s rejection of PAC and big-donor influence in favor of local voices.
Key Features
- Strong visual branding and regionally themed header
- Personalized introduction using conversational tone
- Narrative-driven persuasion
- Values-forward messaging
- High-contrast CTA button
- Clean, compliant footer
Strategy
- Generate first-day grassroots donations to build early campaign momentum and demonstrate viability in a competitive district.
- Formally introduce Justine Hirsch’s personal narrative (single mother, small business owner, lifelong Northern Michigander).
- Draw a sharp contrast with Jack Bergman’s record, emphasizing his votes against rural investment and his stance on January 6th.
- Establish Hirsch as a candidate who understands and represents rural Michigan values.
- Reinforce trust by underscoring her refusal to take PAC or big-donor money.
Objectives
- Launches the campaign by immediately introducing Hirsch’s personal story and Northern Michigan roots to establish credibility and relatability.
- It contrasts Hirsch with Bergman early by highlighting his votes against rural investment and his response to January 6th, framing the race as a clear choice.
- The message emphasizes small-dollar, PAC-free fundraising to build trust and motivate first-day grassroots donations.
- Urgency is created by stressing the competitiveness of the district and the importance of strong early support.