What a Digital Team Should Look Like in 2018
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Transcript of What a Digital Team Should Look Like in 2018
NEW DNC
WHAT A DIGITAL TEAM
SHOULD LOOK LIKE
IN 2018
Caitlin Mitchell
Chief Mobilization Officer
Democratic National Committee
@k8thegr8est
1. New mission: To elect Democrats from school board
to the Oval Office
2. There are no off-years
3. Every Zip Code counts
4. Investing in our tech and data infrastructure
NEW DNC, NEW RULES
TECH ADOPTION: THE DIGITAL + POLITICAL SPACE
2004 2008 2012 2016
MISSION
To mobilize everyday supporters to invest in
electing Democrats, volunteer around the
issues that matter to them, and bring their
family and friends into the fold.
WELCOME TO THE DNC MOBILIZATION TEAM
WELCOME TO THE DNC MOBILIZATION TEAM
DONOR
MOBILIZATION
MESSAGE
MOBILIZATION
GRASSROOTS
MOBILIZATION
WELCOME TO THE DNC MOBILIZATION TEAM
EMAIL FUNDRAISING
DIRECT MAIL
TELEMARKETING
DNC STORE/ORG-WIDE MERCH
DIGITAL ADSDESIGN/VISUAL
BRANDINGDIGITAL STRATEGY:
STATE PARTIES
DIRECT MARKETING ACQUISITION
CORRESPONDENCE
SOCIAL MEDIA
VIDEO
DIGITAL ORGANIZING
DIGITAL STRATEGY: CAMPAIGNS
BLAST SMS
P2P SMS
CALL TOOL
WELCOME TO THE DNC MOBILIZATION TEAM
DONORMOBILIZATION WHAT WE’RE DOING
• Fully integrate our grassroots donor
messaging and data + the voter file
• Create a seamless multi-channel
fundraising strategy
• Automation for production + testing
• Predictive content + hyper-segmentation
MESSAGEMOBILIZATION WHAT WE’RE DOING
• Tell the story of the new DNC and our
work through rich content
• Better understand which social media
content resonates and brings new
supporters into the fold
• Empower diverse voices to help tell the
story of our work
OUR WORK: MESSAGE MOBILIZATION
GRASSROOTSMOBILIZATION
Best practices + testing
InterventionPrograms at scale
Elections
OUR APPROACH: 2017 SPECIAL ELECTIONS
① We should challenge pre-2017 assumptions about
what digital tactics work
② Our digital organizing programs can and should be
just as targeted as digital ads and mail
③ Overwhelming numbers of volunteers need to be
plugged into campaigns asap
④ Our role is as advisor, tactician, and to fill in the gaps
OUR WORK: VIRGINIA RACES
CHALLENGE: Make volunteering as easy
as possible
• Helped run a highly targeted in-state and
Out of Commonwealth (OOCW)
organizing program
• Designed and developed a VA events
lookup that drove thousands of RSVPs
• Worked to develop Ginny, a FB bot that
conducted thousands of conversations
with volunteers (and synced with VAN)
OUR WORK: VIRGINIA RACES
OUR WORK: VIRGINIA RACES
CHALLENGE: Develop compelling
content, up and down the ballot
• Designed and developed
GillespieFacts.com
• Helped develop design products up
and down the ballot
• Produced TV-quality videos for
House of Delegates candidates and
volunteer training
OUR WORK: VIRGINIA RACES
OUR WORK: VIRGINIA RACES
CHALLENGE: Make voting as easy as
possible
• Along with the campaign, we sent 3.5
million text messages to VA voters
• Used Voter Circle + DNC data to
connect supporters with other potential
voters
• Trained organizers to make SMS, social
media, and virtual dialers part of their
everyday work
OUR WORK: ALABAMA SENATE SPECIAL ELECTION
• Sent 30 staffers to Alabama,
including a dedicated digital
staffer
• Invested over 1M in the race,
focusing on black, faith, and
youth outreach
• Helped Alabama voters make
over 1.3 million phone calls
and 325,000 door knocks
OUR WORK: ALABAMA SENATE SPECIAL ELECTION
DIGITAL ORGANIZING
• Made a 5-figure investment into campaign data
structure for voter turnout
• Ran a full-scale digital program, including more than
1 million text messages sent
• Sent more than 200,000 individualized polling place
locations to voters the day before Election Day
OUR WORK: ALABAMA SENATE SPECIAL ELECTION
OUR WORK: ALABAMA SENATE SPECIAL ELECTION
NEW DNC
Questions?
Caitlin Mitchell
Chief Mobilization Officer
Democratic National Committee
@k8thegr8est