ACT Like the GOP: A Winning Strategy
The most noticeable impact technology has made on political campaigning in the 21st century is the ability to individualize information. Instead of broadcasting information over television and radio, we can now narrowcast using emails, direct mail, text messages, voter databases, etc.
The concept of narrowcasting is nothing new to campaigning. Direct mail and door-to-door canvassing have been collecting information about voters' issue preferences for years, but modern technology has the ability to take narrowcasting a step further.
In Campaignadudit.org's article, the narrowcasting technologies of ACT and the GOP are compared. The biggest difference was ACT was sending volunteers, strangers essentially, door-to-door to persuade voters with targeted messages. The GOP relied on volunteers to deliver targeted messages to their social networks. ACT might have been more successful if they had loaned their videos to volunteers and asked them to host 10 friends (both decided and undecided voters) at their home for a “political party.” The volunteer could play the video and lead discussions around the issue. They then could encourage their guests to volunteer, donate money, and consider hosting their own political get-together for ACT.
This echoes a point made multiple times on mine and other blogs. Technology is not the persuader, people are. If we look at how we use modern technology in our everyday lives, we will find it is mostly used as a means of communicating with others. Campaigns are all about getting your candidate’s message out. Why not take this concept and use the technological tools available to individualize a candidate’s message?
The concept of narrowcasting is nothing new to campaigning. Direct mail and door-to-door canvassing have been collecting information about voters' issue preferences for years, but modern technology has the ability to take narrowcasting a step further.
In Campaignadudit.org's article, the narrowcasting technologies of ACT and the GOP are compared. The biggest difference was ACT was sending volunteers, strangers essentially, door-to-door to persuade voters with targeted messages. The GOP relied on volunteers to deliver targeted messages to their social networks. ACT might have been more successful if they had loaned their videos to volunteers and asked them to host 10 friends (both decided and undecided voters) at their home for a “political party.” The volunteer could play the video and lead discussions around the issue. They then could encourage their guests to volunteer, donate money, and consider hosting their own political get-together for ACT.
This echoes a point made multiple times on mine and other blogs. Technology is not the persuader, people are. If we look at how we use modern technology in our everyday lives, we will find it is mostly used as a means of communicating with others. Campaigns are all about getting your candidate’s message out. Why not take this concept and use the technological tools available to individualize a candidate’s message?
3 Comments:
I like your idea about the get-togethers. I think small, intimate gatherings like the ones you mentioned are among the most effective campaigning.
Your post mentioned the internet not being a vehicle of persuasion, I do and don't agree. I think the internet is as much a persuasive tool as any other form that doesn't involve a one on one discussion, such as TV or newspapers. It may even be more persuasive than other mediums because it's interactive.
On the other hand, I completely agree with you that us Dems need to wise up and follow the Republican’s lead when it comes to integrating technology in campaigns!
By dem4lyf, at 12:44 AM
You're right, but ACT (or any organization like them) will never get there.
They lack the ability to identify and advocate on behalf of a specific candidate. That's not a legal restriction that is advantageous for groups charged with registering and turning out voters.
By ganesh, at 11:41 AM
I definitely agree with dem4lyf on the idea of get-togethers. Also the point of people can only be the ones to convince voters is so ture. No matter how new and shiny things look or are presented some of us always need that nudge that only another person can give.
By DesiPolitico, at 10:12 PM
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