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Online Campaign Plan Model

Regardless of the national dynamics at play, local factors will determine the outcome of many an election or advocacy, and a campaign’s own hard work is part of that equation. As we’ve seen, smart campaigns can turn to the internet to increase the effectiveness of almost all of their activities and shift the odds in their favor. The internet absolutely excels at providing channels for campaigns to maintain connections with constituencies and energize them to recruit their friends, donate their money and volunteer their time. Extra bodies is necessary.

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Of course, online tools are’t likely to win many constituencies on their own, but campaigns that employ online strategies intelligently and with real-world goals in mind should have a significant edge over their counterpart competitors, particularly in tight races or tight race of defending similar cause. Not-so-bold prediction: online ads, online recruiting, online messaging, online mobilization and online fundraising have shown their abilities that have influenced difference in elections for the Senate, Congress and state and local offices in the US for example. TV still matters, field organizing DEFINITELY still matters, but for more and more political fights the key battlegrounds are in virtual space. Ignore that ground at your peril.

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A Basic Online Outreach Plan

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Now that we understand the essential tools and tactics of online political organizing, let’s put them together into a coherent plan to win constituency or an election. There are phases:

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Phase 1: Getting Established

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At the start, campaigns we need to focus on getting the basics right, a process that may take from a few days to a few weeks. For a presidential race, this stage should have taken place a year before the first primaries. Other campaigns are likely to get a much later start, taking these steps between a few months and a year of the primary or the general election, depending on which will be contested. The initial steps:

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  •   * Begin monitoring the race; set up Google Alerts on the candidate and opponent.

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  •   * Build and launch website with integrated supporter signup/CRM/fundraising system.

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  •   * Establish Facebook page and Twitter feed and connect with local political activists.

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  •   * Establish YouTube channel with initial content (even if only a single clip).

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  •   * Identify relevant (usually local) political blogs based on audience and topic.

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  •  * Identify other prominent online voices, including those on Twitter and blogs and frequent commenters on local political sites.

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  •   * Begin connecting with these online influentials and persuade them to support the campaign when possible.

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  •   * Begin running Google and Facebook ads to build the campaign’s list, even if the initial buy is only a few dollars per day.

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Phase 2: Feeding the Beast

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With an infrastructure in place, a campaign moves into the long middle period between the candidate’s announcement and the actual voting in case of run for office.

 

  1.    1) List-building and fundraising will be usually be the highest priority, supported by outreach and content creation.

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  •    2) Integrate website promo into all print materials and broadcast advertising.

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  •    3) Recruit new supporters/list members at in-person events.

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  •   4) Continue online advertising aimed at recruiting donors and volunteers, particularly on Google and Facebook but also on blogs and local media sites if possible.

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  •   5) Begin comprehensive email-based online fundraising via CRM.

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  •  6) Solicit and organize supporters’ volunteer time, also via CRM but possibly through custom social network or other tools.

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  •   7) Expand/improve campaign website content.

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  •   8) Expand connections on social networking websites and Twitter; post new content regularly.

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  •   9) Encourage supporters to spread the word and recruit friends through their online and offline channels.

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  •   10) Post additional online videos to YouTube profile and campaign website as needed and as available

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  •   11) Build relationships with and aggressively court local bloggers, Twitterers and other online influentials, with an eye to pitching stories and arranging opportunities to speak directly to their audiences.

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  •   12) Continue monitoring independent online content posted about the race; respond as necessary and able.

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  •  13) Two-three months away from the beginning of early/absentee voting, begin grassroots canvassing operation, facilitated by technology if possible.

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Phase 3: Run-Up to Election Day

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Once an election is close, an online campaign will shift into full mobilization mode. This phase typically begins roughly a month before voting begins

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  •    1) Begin final field-organizing push, including canvassing and phone banking.

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  •    2) Organize volunteer teams for turnout operation.

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  •    3) Begin early/absentee voting push, if applicable.

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  •    4) Send urgent fundraising appeals, stressing urgency of race.

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  •    5) Encourage last-minute supporter online evangelism on Facebook, personal email, etc.

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  •    6) Ramp up email campaign intensity via CRM to support all of the above activities.

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  •    7) Switch emphasis of online advertising from recruitment to persuasion of fence-sitters.

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Final Push

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  •   * Field organizers switch to pushing voter turnout, particularly in targeted neighborhoods and demographics.

  •   * Online ads switch to a mix of persuasion (to reach voters still making up their minds) and turnout-boosting.

  •   * Email/Facebook/Twitter program pushes last-minute donations.

  •   * Email/Facebook/Twitter program also pushes voter turnout, with an emphasis on tell-your-friends asks.

  •  * On Election Day, send final appeals via email, social networking outlets, text messaging, campaign website, Twitter, semaphore, smoke signal and all other available channels. Field teams get people to the polls. Hope for the best.

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  • After the election, send follow-up message to supporters.

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For More Information

Related Articles

 

2012

 

Strategy

 

Tools & Tactics

 

Staff & Infrastructure

– cpd

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SHARES5

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