The Power of the Leaflet

Americans are flooded with information, especially advertisements, but a well designed 
leaflet still has power: a leaflet on the doorstep recently boosted voter turnout 20% in 
several school bond levys. Another leaflet raised “yes” votes 25-45% in a gun control 
initiative in precincts where it was dropped on doormats. 

Purpose: Leaflets can give general information or can illustrate key points, but their best 
use is when they give the recipient a specific task, whether it is attending a meeting, 
writing a letter, or joining a local group.

The Leaflet: Several are available now, others are in production. If your leaflet will be 
advertising a specific event, you’ll need to write your own. You don’t need fancy 
software, but you do need to be aware of your audience: they aren’t as passionate as you 
are, and won’t tolerate a page full of text (this fact sheet would make a lousy leaflet!). 
Use graphics and empty space to make the flier easier on the eye, and keep quality 
(neatness, spelling, word use) high. Keeping the text 12 pt. or larger makes it easier to 
read, especially for older readers. 
	Make sure your leaflet has contact information so people can learn more and/or 
contact you. A tear-off donation/volunteer form will encourage people to give time and 
money. 

Distribution: You can give your leaflet to people, or you can leave it where people will 
find it. The former takes more time, but gives you chances to talk to people. “Perfect your 
quick hit,” a few words that will interest people enough to take a leaflet, “Hear about Iraq 
from a woman who just got back,” or “ We’re building a Peace Movement here in 
Shoreline,” perhaps.
	Leaflets can be placed on or under doormats, tucked into doors, placed in 
magazine/newspaper racks or dropped through mail slots. Don’t put them in mailboxes, 
though-its illegal. It’s good exercise, especially on a hillside. Placing leaflets under 
windshield wipers is less acceptable than on doormats, but useful in certain 
circumstances.	Finally, leaflets can be placed on tables at the entrance to many record 
stores, churches, cafes, libraries and other businesses. Just leave a few at each location.
	Of course, you can also pass them around at any meeting, class or other gathering 
that seems appropriate.

Think long-term: If you intend to produce a series of leaflets, having a consistent style 
will help win you repeat customers. Use the same fonts in the same sizes, the same layout 
on the paper, etc. 

Produced by Sound Nonviolent Opponents of War (SNOW),
www.snowcoalition.org (206)789-5565