online strategy and gotv trainer: pat jakopchek. following the law elections.neworganizing.com

ONLINE STRATEGY AND GOTV

Trainer: Pat Jakopchek

FOLLOWING THE LAWELECTIONS.NEWORGANIZING.COM

FOLLOWING THE LAWWWW.AFJ.ORG

Presenter:Presenter:

Pat JakopchekPartnerLocal Politechs Strategies

AGENDAAGENDA

Why digital for Campaigning/GOTV?What existing research about GOTV tells us about digital tools.What works for digital GOTV?

DIGITAL IS A SWISS ARMY KNIFE FOR CAMPAIGNING

MAKES THE MOST OUT OF A CAMPAIGN’S VITAL RESOURCES

Time People Money

LOWER COSTS AND BARRIER TO ENTRY

SOURCE: Morgan Stanley via ExchangeWire. http://www.exchangewire.com/blog/2010/06/15/average-online-cpms-still-lagging-behind-other-media/. 6/15/2010

WHAT WE KNOW ABOUT GOTVMemo from Abraham Lincoln to County Campaign Committees • January 1, 1840

WHAT WE KNOW ABOUT GOTVPersonalized methods and

messages work best

Need to establish an authentic, personal

connection

Focus on quality, not quantity

• Contagion • Social Pressure• Planning

WHAT WE KNOW ABOUT GOTV

WHAT WORKSBe Active on Your Supporters’ Social Networks

Cause/Candidate Specific “I Voted”

Badges

Create an Election Day Event

WHAT WORKS: CASE STUDY

• Facebook Election Day Event– Frequent updates provide reminders

leading up to Election Day– Spreads reach to our supporters’ walls,

where their friends see the message– Instills social pressure and naturally

forces contacts to create plans for Election Day

WHAT WORKS: CASE STUDY

WHAT WORKSLeverage Your Campaign’s Existing Web Presence

Link to, or put up relevant information

for voters like poll locations, times, or

even a Voter Hotline using Google Voice.

WHAT WORKS: CASE STUDYLeverage and Prepare Your Campaign’s Web Presence

Extend your campaign’s GOTV

period by using your website to assist your voters with early and

absentee voting.

WHAT WORKSEmail with a Purpose

Make it shareable and contagious

Make it informative and personal

Make them make plans

WHAT WORKS: CASE STUDYMake it Shareable

WHAT WORKSUtilize Technology in Every Facet of Your Campaign

WHAT WORKSUtilize Technology in Every Facet of Your Campaign

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