Reid Vineis, Vice President of Digital at Majority Strategies, recently led a panel discussion at Campaign & Elections CampaignTech at Home event on why digital integration is more important than ever for campaigns.
Reid joins our #StrategySession today to share highlights of that event.
About the only certain thing in 2020 is uncertainty.
For campaigns, that’s scary. Many in-person events are canceled, and social distancing orders force campaigns to rethink their grassroots communications.
Where we once met in person, we are now meeting on Zoom.
Everything is now digital, from fundraising to field work. It’s all being done online.
That creates an opportunity for digital to help campaigns break down walls and move away from the trap of “that’s how we’ve always done it,” but there are some important things to remember.
First, digital is not a cure-all. There are still some in-person activities that cannot be done digitally.
Second, campaigns need to have a realistic understanding of what to expect from digital. What’s good engagement? What are good cost per acquisition? What are good returns on ad spend?
Campaign teams need to be taught. Because digital tools are now used by different people on a campaign team and not just the more well-versed digital staff, they need to work for all users.
Lastly, we need to test measure the effectiveness of digital contact programs vs traditional methods. How do voters respond to outreach online? Are Zoom meetings just as effective as a conversation at a voter’s doorstep?
Smart campaigns will measure the efficacy of digital organizing. It is not enough just to adapt to the new reality, we need to understand the impact it has on our campaigns.
The 2020 campaign could shift how campaigns operate for years to come, but only if we can prove that digital is an effective alternative.
Get started today. Contact our team of state and national strategists to learn more.