field organizing
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Field Organizing
September 26th, 2009Paid for by Democracy for America,
www.democracyforamerica.com, and not authorized by any candidate or candidate’s
committee.
Gettysburg, PA
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Your Blueprint for VictoryContains your campaign’s Goals andthe Strategies, Tactics, Timelines,and Benchmarks to achieve them
Person to person voter contact• Delivers a campaign’s message
totargeted voters
• Tactics: Canvass, phone calls, mailliterature drops, etc.
Builds a grassroots volunteer base
A strong FieldOrganization can help
you gain between 3-5%on election day.
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What’s Your Win Number?
Step 1: Project the turnout:
Win Number = (Projected Turnout / 2) + 1Vote Goal = Projected Turnout x .52
Step 2: Set Your Goals
Step 3: Write them down!
% Turnout in last similar election(s)
Current number of registered votersx
Projected
Turnout=
4
Targeting Your Resources
Why target?• Limited People, Money & Time• Gets the right message to the right
voters
3 Ways to Target Voters• Geographically• Voter History & Identification• Constituencies
Research Suggestions• Secretary of State • County Elections Board• Party Voter File • NCEC• US Census data
Calculate Your Vote Goals
Current Registrati
on
Turnout % in last similar election
Turnout
Estimate
for curre
nt election
Win
Number =
50% + 1
Vote Goal
= 52%
Precinct # 1 740 32%
Precinct # 2 446 55%
Precinct # 3 463 51%
Precinct # 4 599 43%
Precinct # 5 686 42%
Precinct # 6 1,002 48%
DistrictTotals
3,936 44%
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Democratic Performance Index
‘Percentage of the vote an average Dem can expect in an average election’ Based on voting history NOT voter registration
How to calculate D.P.I
About NCEC
Democratic % in similar election # 1
+ Democratic % in similar election # 2
+ Democratic % in similar election # 3
/ 3 = D.P.I.{ }
Dem
Performance
%
Est.
Dem.
Turnout
Vote
DifferencePersuasion
%Swing
Voters
Precinct # 1 69% 12%
Precinct # 2 21% 8%
Precinct # 3 36% 33%
Precinct # 4 43% 19%
Precinct # 5 38% 39%
Precinct # 648% 21%
DistrictTotals
43% 22%
Final Vote Goal
Persuasion Ranking
GOTV Ranking
Precinct # 1 196
Precinct # 2
Precinct # 3
Precinct # 4
Precinct # 5
Precinct # 6
DistrictTotals
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Field Targeting Strategies
DEM BASE PRECINCTS- D.P.I. = greater than 65%- Identification, voter registration, volunteer recruitment, GOTV
REPUBLICAN BASE PRECINCTS- D.P.I. = less than 35%- Lowest priority, highly targeted contact only
SWING PRECINCTS - D.P.I. = between 35% and 65%- Identification, Persuasion & GOTV
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Targeting with Voter History
Voter Contact Priorities
A. Undecideds likely to Vote (ID, Persuasion)
B. Supporters less likely to vote (ID, GOTV)
C. Undecideds less likely to vote (ID, Persuasion, GOTV)
D. Supporters likely to vote (Base building)
FEENever Vote
(0x4)
FC
Persuasion #2
B
Sometimes Vote
(2x4)
(0x0)
FAPersuasion
DBase
Always Vote (4x4)
Strong Opponent
(5)
Undecided
(2, 3, 4)
Strong Supporter
(1)
Partisanship ID
Vot
ing
His
tory
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Look at your candidate and message
Meet with community leaders early
Build bases of support
Seek endorsements
Target niche media
Targeting with Constituencies
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Conversations win Elections
Phone Calls & Canvassing:• Deliver a campaign’s
message to targeted voters in a personable way
• Give the campaign valuable information about the voter’s preferences
• Allow for a targeted field
campaign
Yard signs belong in Yards, NOT street corners
Voter Preference Targeting
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Canvassing
Know your turf
Prepare your canvassPackets
Train your volunteers Provide ‘context’ Explain the Canvass Packet
Materials Review scripts, responses
and coding instructions Role Plays!
Sample Canvass Packet Scripts Walksheets Maps Campaign Lit Candidate FAQ Goodie bags (food, water,
stickers, etc)
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Phonebanks
Your most versatile voter contact tactic• High number of contacts• Two way communication
Ideal for voter identification, persuasion, & GOTV
Drawbacks:Lower impact than canvassingIncreasingly difficult to reach voters
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Yard Signs and Visibility
Shows supporters and donors your support baseReminds supporters of their supportNo more than 1% of budget spent on visibility
Drawbacks:Signs don’t vote (just ask Ron Paul) Often overemphasized at expense of more effective tactics
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