Pre-Qualification

Early Data Collection Opportunities

• Capitalize on any signature gathering• Don’t just wait for opponents to qualify• Utilize partners and partner data• Ongoing growth and development of your voter

file/data• Look for opportunities to help potential allies

Voter Contact

Basic Elements of Voter Contact

• Targeting – Identifying your voters

• Voter File – Tracking voters

• Direct Voter Contact – Reaching out to Voters through direct communication. ID the ones that support you and get them to the polls!

TargetingTargeting

The BasicsThe BasicsThe most crucial thing you need to know in any campaign?

How many votes will it take for you to win?

GOAL: Turnout 50% of the vote + 1 more vote

Comfortable Margin of Victory is 52%

Types of Targeted VotersTypes of Targeted Voters

• Base/Supportive Voters – voters who will always vote for you as long as you get them to the polls. GOAL: Maximize turnout

• Persuadable VotersGOAL: Move to them to your position

• Opposition VotersGOAL: Figure out who they are, where they live and

never go there!!!

Vote GoalVote Goal

Base Vote?

+ Persuadable Vote?

=

Number of Votes Needed to

WIN!

TargetSupport

Tur

nout

Base Vote Persuadable Voters

Always Opposition

Always Vote

Sometimes Vote

Never Vote D F F

F

FPersuasion

AGOTV Persuasion #2

C A

B/C

Types of Targeting

• Geographic /Precinct

• Micro Targeting

• Nano Targeting

Targeting and Your Targeting and Your Voter FileVoter File

The more information on your voter file, the more targeted your universes can be!

Voter File Basic Content

List of Every Registered Voter– Name– Address– Phone Number– Date of Registration– Birth Date– Gender

Voter File Enhancements

• Previous election history

• Changes in addresses (NCOA)

• New phone numbers

• Commercial data

• Email addresses

• Ethnicity

• Census block information

Voter ContactVoter ContactTacticsTactics

Voter Contact Tactics

• Phones

• Canvassing

• Direct Mail

• Internet

• Constituency Organizing

Phones

Purpose: Identify Voters** PersuasionVolunteer RecruitmentEvent NotificationVoter Turnout

Type of Calls:Paid vs. Volunteer Calls

CanvassingCanvassing• Face-to-face contact is the most effective

• Labor intensive and costly (most important universes)

• How many households do you need to reach?

• How many canvassers do you need to complete the task?

• Volunteer vs. Paid

Direct Mail

Purposes:• Fundraising• Persuasion• GOTV

Effective tool for message delivery, especially when mail is targeted to specific universes of voters (segmenting the universe)

InternetInternet

• Capturing Supporters and Volunteers- building communities online

• Community Organizing Tool

• Re-enforce online activism through other organizing methods

VisibilityVisibility(low-impact contact)(low-impact contact)

• Earned Media Draw

• Be creative!

• Energizes Volunteers

• Low or no-cost events

Base Voter/Constituency Base Voter/Constituency OrganizingOrganizing

• Constituencies

• Outreach to community Leaders and Activists

• Importance of Messenger

• GET THE DATA and MATCH IT BACK!

Vote By Mail

What Vote By Mail Is

• Some states allow all registered voters or voters within a specific age group (ex. senior citizens) to vote by mail, whether they are absentee voters or not.

• Restrictions may include requiring a notary or witness on the ballot.

What Vote By Mail is NOT

• Absentee voting

• Early votingX

VBM Pros and Cons

• A good VBM program has high costs in money, time, and labor.

• VBM requires months of pre-Election Day planning

• However, a good VBM program can triple the odds that an occasional voter will cast a ballot.

Is a VBM Program Right for Your Campaign?

• Cost-benefit analysis• Use volunteers wherever you can• Be realistic • High-end program/low-end program• If you can’t afford a good VBM program, don’t

waste your time.

Recommended VBM Activities

Mail #1: An announcement that the VBM application is on its way, possible application

Mail #2 (2x): VBM application with instructions Phone #1: Push the applicationMail #3: Thank you to voters for applying for VBM with

ballot instructions and a phone number to call for help

Phone #2: Push the ballotMail #4: GOTV mailer with motivation piece to

encourage voters to get their votes in NOWPhone #3: Last minute phone ballot chase the weekend

before Election Day

LET’S GET READY…

TO VOTE BY MAIL!

VBM Preparation

Integrate the VBM program into all facets of the campaign

Consider - • Your goal: Increase turnout?

Get more people to vote early?

• Your audience: Who votes by mail and why?

Technology and Voter File

• Use technology if it makes your life easier

• Early ID and quick turnaround time are critical

• Keep track of who has applied to VBM, sent in their application, and sent in their ballot.

Vote by Mail Phones and Mail

Phones

• Train staff to handle calls well – make sure they know what the application and ballot look like so they can talk voters through it. Don’t get your ballots DQ-ed because of voter error

Mail

• Avoid sending mail heavy junk mail days so voters don’t accidentally toss out VBM applications or ballots

• Take care of postal permits early

Don’t Forget!• Vote by Mail is requires a good investment

of time, money, and labor to be successful, but can make a difference in a close election.

• Pay attention to laws and deadlines.

• Vote by mail is just another tactic that will help you reach your vote goal.

AND REMEMBER. . .

Go!Fight!Win!

Lewis GranofskyFieldWorks

2528 Connecticut Ave NWWashington, DC

202-667-4400lewis@fieldwork.com