DIGITAL ORGANIZING SETUP CHECKLIST FOR POLITICAL CAMPAIGNS

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Leslie Jenkins
10 years ago
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1 DIGITAL ORGANIZING SETUP CHECKLIST FOR POLITICAL CAMPAIGNS

2 WHY DIGITAL ORGANIZING Digital Organizing is the combination of digital marketing (persuading audiences using digital mediums) and grassroots organizing (building a community of leaders by directly engaging people) Using digital strategies to engage in meaningful interactions that result in commitments of time and money that fuel campaign growth. Digital Marketing: ID market segments Leverage digital channels Focus on persuasion Digital Organizing: ID influencers and engagers Digital interaction => human interaction Focus on community Grassroots Organizing: ID individuals Person-to-person Focus on engagement

3 1. TARGET AUDIENCES Five Core Targets 1) Influencers who already exist in our online community 2) Influencers who exist in our community but haven t joined us online 3) Online influencers we need to reach out to ASAP 4) Groups do we need to engage 5) Grassroots organizing through digital means universes (Tweet-banking) Decisions to be Made 1) Do we create a social media / rapid response team? 2) How do we incentivize this group to join? 3) What is the main ask? Examples - come to event vs. sign up vs. take an action 4) What are top priorities for building a broad coalition of supporters? 5) When/how will we have the capacity to engage broad universes and execute a digital organizing ladder?

4 1I. SOCIAL MEDIA PROTOCOL 3 Main Types of Posts a) Premium content - core messaging that should be highlighted b) Responses to inquiries c) Daily conversation - happy holidays, pictures, responses to current events, etc. Decisions to be Made a) How much money can be put into promoting premium content? Who executes? b) Do responses need other departments to engage? c) Is there a general green light for daily conversation posts or does someone edit them first? What is the bandwidth for images / video and the ratio of rich media to text-only?

5 111. PROTOCOL Main Elements 1) Frequency 2) Design 3) Sync with Message 4) List Segments: geographic / influence level / issue-support / activity level 5) Process for writing and approval 6) First few s after a new sign-in General Best Practices 1) Ad-hoc, 2-3 per week 2) Basic templates; one image that buttresses main call to action; perhaps a different border for special audiences and/or alerts 3) Plan one core action (eg. sign petition, take survey) that syncs with messaging calendar 4) As campaign grows and list grows, increase sophistication of segmentation 5) s prepped at beginning of the week, edited by digital consultant, manager has 24 hours to approve or they re automatically approved 6) 3 s that hammer home core campaign message, how to engage, and capture missing contact information

6 IV. CORE WEBSITE PAGES Main Elements a) Donate b) Volunteer c) Endorsement d) Homepage (blog) e) Events / Calendar f) Pictures g) Landing pages for online acquisition channels h) Next page to land on Decisions to be Made a) Should we set up a low-dollar monthly recurring donation program tailored for digital asks? b) What are the volunteer asks? Who is responsible for follow up? c) What groups need special endorsement pages? d) This should echo overall messaging. Whose responsibility is the blog? e) Who manages events? What is approval process? Who else needs training/access? f) What is timeline for photoshoot? g) What is slug coding system to track signups from different links? h) When do we take someone to donate vs. volunteer?

7 V. DATA MANAGEMENT Main Elements 1) Tagging system 2) Uploads 3) Batch updates 4) Permissions General Best Practices 1) Follow military protocol - eg. Issue - environment vs Environmentalist 2) Establish an Import Czar and data tracking google doc with descriptions of imports, tags, etc. 3) Ditto #2 for batch updates 4) Admin / Staff / Intern / Volunteer levels. Need to determine who can do what.

8 VI. REPORTING Core Weekly Reports 1) Supporters 2) Contact-ability 3) behavior 4) Texting behavior 5) Social Media Metrics General Best Practices 1) opt-ins / New opt-ins since last week / Net list growth since last week / Active and potential volunteers / Net volunteer growth since last week 2) % of opt-ins engaging on Twitter and Facebook / % with social media accounts who aren t engaging / % who are opted into SMS / % with full address info / comparison to last week 3) Open rates for each sent / Average open rates / Clickthrough rates for each sent / Average click-through rates / Results of any AB testing 4) Ditto #3 for texting 5) Growth of Facebook and Twitter compared to last week / Overall number of interactions / Top posts by engagement

9 VII. MISC CONSIDERATIONS a) Microsites b) List Swaps c) Surrogate Voices d) How Much Sass/Sarcasm?

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