1. Export-Import Bank
Messaging Results
April 15, 2014

2. Recommended Messages High Agreement Among All Americans
The Ex-Im Bank shouldn’t be loaning the money of hard working taxpayers to hostile regimes like China and Russia.
The Ex-Im Bank is one more opportunity for government bureaucrats to take care of themselves and provide special favors for their friends. It is another example of cronyism and playing favorites in Washington.
For businesses to succeed and provide better jobs for hard working Americans, we don’t need the Ex-Im Bank.
Instead of government bureaucrats running a bank, they should focus on lowering taxes and the burden of regulations on business.
Summary Statement: Ex-Im Bank loans taxpayer money to Russia and China, provides special favors to politicians and their friends, and doesn’t create American jobs. We don’t need the Ex-Im Bank. Instead of government bureaucrats running a bank, let’s focus on what most Americans care about: lowering taxes, reducing burdens on business, and creating real jobs.
Themes that focus on the bank’s international relationships, cronyism, and tie to a higher priority issue resonate most.
heritage.org
September 17, 2018

3. Methodology In Field: Friday, April 4-14, 2014
Respondents were provided a basic description of Ex-Im Bank then asked to provide agreement on series of statements, give their advice to Congress on reauthorization.
heritage.org
September 17, 2018

4. High Levels of Support for Messaging from Conservatives
TOP 2 BOX
The Ex-Im Bank shouldn’t be loaning the money of hard working taxpayers to hostile regimes in China and Russia to support their banking and energy industries.
96%
The Ex-Im Bank is one more opportunity for government bureaucrats to take care of themselves and provide special favors to their friends. It is another example of cronyism and playing favorites in Washington.
95%
For businesses to succeed and provide better jobs for hard working Americans, we don’t need the Ex-Im Bank. Instead of government bureaucrats running a bank, they should focus on lowering taxes and the burden of regulations on business.
The Ex-Im Bank shouldn’t be loaning the money of hard working taxpayers to corporations like Exxon and Boeing, and failed companies like Solyndra and First Solar. It is simply corporate welfare.
93%
Americans want a healthy economy and an efficient, effective, and accountable government. The Ex-Im Bank does not support the priorities and wants of most Americans. Instead it facilitates cronyism and doles out favors to a select group of wealthy people and corporations who don’t need the financial support from the government.
91%
The Ex-Im Bank subsidizes foreign entities that are frequently in direct competition with U.S-based companies. The bank is just one more loss for Americans who want to work hard and get a better job.
88%
Doing away with the Ex-Im Bank would put U.S. businesses who want to export goods across the globe and at an even greater disadvantage in global markets than they find themselves in today. It is an important tool for U.S companies to do business around the globe.
32%
The Ex-Im Bank does no harm to American taxpayers. It is self-sustaining and contributes billions of dollars each year to the federal coffers from the fees and interest on the loans it makes.
19%

5. Strong Support, But Less Intensity Among Moveable Middle
TOP 2 BOX
For businesses to succeed and provide better jobs for hard working Americans, we don’t need the Ex-Im Bank. Instead of government bureaucrats running a bank, they should focus on lowering taxes and the burden of regulations on business.
81%
The Ex-Im Bank is one more opportunity for government bureaucrats to take care of themselves and provide special favors to their friends. It is another example of cronyism and playing favorites in Washington.
79%
The Ex-Im Bank shouldn’t be loaning the money of hard working taxpayers to hostile regimes in China and Russia to support their banking and energy industries.
75%
The Ex-Im Bank shouldn’t be loaning the money of hard working taxpayers to corporations like Exxon and Boeing, and failed companies like Solyndra and First Solar. It is simply corporate welfare.
The Ex-Im Bank subsidizes foreign entities that are frequently in direct competition with U.S-based companies. The bank is just one more loss for Americans who want to work hard and get a better job.
74%
Americans want a healthy economy and an efficient, effective, and accountable government. The Ex-Im Bank does not support the priorities and wants of most Americans. Instead it facilitates cronyism and doles out favors to a select group of wealthy people and corporations who don’t need the financial support from the government.
72%
Doing away with the Ex-Im Bank would put U.S. businesses who want to export goods across the globe and at an even greater disadvantage in global markets than they find themselves in today. It is an important tool for U.S companies to do business around the globe.
65%
The Ex-Im Bank does no harm to American taxpayers. It is self-sustaining and contributes billions of dollars each year to the federal coffers from the fees and interest on the loans it makes.
49%

6. Differences Among Audiences and Demographics
Moveable Middle segments are more motivated by messages that tie to higher priority issues like jobs and the economy.
Conservatives are more motivated by messages about the bank’s international relationships and cronyism.
All respondents: higher household incomes and higher education levels drive support for Ex-Im Bank reauthorization.
Among Conservatives “cronyism” is the most effective term. Among the Moveable Middle both “cronyism” and “favoritism” are effective.
heritage.org
September 17, 2018

7. Verbatim Responses
“American money should be kept here. We are helping all these other countries while our economy and middle class are falling apart. Instead of reauthorizing Ex-Im Bank, Congress should first and foremost take care of America and our citizens.” “Choices made by the American government should be made to the benefit of American workers and small business overs, rather than huge corporations which rely on outsourcing, or foriegn interest.” “congress cant get anything right why are they continuing to try to get more control over more things…all they are doing is ruining more things and shoving the bill on taxpayers.” “Do no reauthorize the Export-Import Bank because of its loan practices.” “don’t do it. Or do whatever you want, your going to be gone next year anyway. crooks doing business with crooks. please work on lowering gas prices and bringing jobs into America.”
heritage.org
September 17, 2018