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Writing A Field Plan Part 2

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  • 1. Writing a Field Plan Part 2: Tactics, Timelines & Benchmarks May 28th, 2008 Listen live on: Questions? [email_address] AIM: DFA Night School Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee.
  • 2. Welcome to DFA Night School!
    • Streaming live at Blog Talk Radio:
    2 Questions? nightschool@democracyforamerica.com Click here to listen: Questions? Email: nightschool@democracyforamerica.com AIM Instant Message: DFA Night School
  • 3. Tonight’s Trainers Matt Blizek DFA Training Director Night School Host Helen Strain Field Organizer for over 20 years 3 Questions? nightschool@democracyforamerica.com
  • 4. Field Planning in 2 Parts
    • Last Month:
    • 1. Setting Your Vote Goals
    • - Win Number
    • - Vote Goal
    • 2. Targeting Strategies
    • - Geographic
    • - Voting History
    • - Demographic
    • Tonight’s session
    • 3. Voter Contact Tactics
    • - Canvass
    • - Phones
    • - Mail
    • - Paid Media
    • 4. Timelines
    • 5. Benchmarks
    Need to catch up? Listen to Part 1 here: www.democracyforamerica.com/fieldplan 4 Questions? nightschool@democracyforamerica.com
  • 5. Conversations win Elections
    • Direct voter contact over
    • the telephone and at the
    • door
      • Delivers a campaign’s message to targeted voters in a personable way
      • Gives the campaign valuable information about the voter’s preferences
      • Allows for a targeted field campaign
    5 Questions? nightschool@democracyforamerica.com Voter Preference Targeting
  • 6. Knocking on Victory’s Door
    • No tactic leaves a greater impact on voters
    • Ideal for persuasion, identification, GOTV,
    • petition gathering, voter registration, early
    • voting
    • Drawbacks:
    • Requires volunteer base, time consuming
    • Not all homes are easily accessible
    6 Questions? nightschool@democracyforamerica.com
  • 7. Knocking on Victory’s Door
    • Know your turf
    • Prepare your canvass
    • packets
    • Train your volunteers
    • Provide ‘context’
    • Explain the Canvass Packet Materials
    • Review scripts, responses and coding instructions
    • Role Plays!
    • Sample Canvass Packet
    • Scripts – Sample Script
    • Walksheets -
    • Maps -
    • Campaign Lit
    • Candidate FAQ
    • Goodie bags (food, water, stickers, etc)
    • (Remember: Canvassers work in pairs so create duplicates of each packet!)
    7 Questions? nightschool@democracyforamerica.com
  • 8. Phonebanks
    • Your most versatile voter contact tactic
    • Two way communication + High number of contacts
    • Ideal for voter identification, persuasion, & GOTV
    • Drawbacks:
    • Lower impact than canvassing
    • Cell phones and unlisted numbers more common
    8 Questions? nightschool@democracyforamerica.com
  • 9. Phonebanks
    • Location, Location,
    • Location…
    • Recruit twice as many
    • volunteers as phones
    • Recruit and train phonebank
    • captains
    • Sample Call Sheet
    • Click here to download
    • Sample Script
    • Click here to download
    • Make Your Phonebank Fun!
    • Energy & enthusiasm
    • Set group goals
    • Practice & Role Plays
    • Food & drinks
    • Fun, Games, prizes
    9 Questions? nightschool@democracyforamerica.com
  • 10. What’s in the Mail?
    • Powerful persuasion & GOTV tactic when done right
    • Once you start, you cannot go dark
    • Stick with an interesting & repetitive message
    • Know your production, shipping & delivery timelines
    • Drawbacks:
    • Lower impact than canvass, phones
    • No info back from voters
    • Expensive
    10 Questions? nightschool@democracyforamerica.com
  • 11. Designing Good Mail Pieces
    • Basic Campaign Mail Design Tips
    • Easy on the text - Less is more
    • Picture is worth 1000 words
    • No envelopes
    • No white space
    • Know your audience
    11 Questions? nightschool@democracyforamerica.com
  • 12. Yard Signs and Visibility
    • Yard signs belong in Yards, NOT street corners
    • Shows supporters and donors your support base
    • Reminds supporters of their support
    • No more than 1% of budget spent on visibility
    • Drawbacks:
    • Signs don’t vote (just ask Ron Paul)
    • Often overemphasized at expense of more effective tactics
    12 Questions? nightschool@democracyforamerica.com
  • 13. Paid Media
    • Powerful persuasion tactic when done right
    • Once you start you cannot go dark
    • Widespread exposure to electorate
    • Target by Demographics
    • Drawbacks:
    • Lower impact than canvass, phones
    • No info back from voters
    • Very expensive
    • Time consuming
    13 Questions? nightschool@democracyforamerica.com
  • 14. Questions?
    • Email: nightschool@democracyforamerica.com
    • Instant Message:
    • DFA Night School
    14 Questions? nightschool@democracyforamerica.com
  • 15. Timing is Everything
    • Start from your goal (Election Day) and
    • work backwards
    • Identify Your Timeline and Realms/Strategies
    • List your tactics along with benchmarks
    • Revise and Update
  • 16. How to tell if it’s working Setting Benchmarks & Metrics
    • Identify Your Key Metrics
    • # of voters contacted
    • # of supporters identified
    • # of early vote applications (if applicable)
    • Identify Your Contact Metrics
    • % of calls with contacts (50% standard)
    • # of calls per hour (10-15 standard)
    • % of Supporters / Undecideds / Opposes (30% / 40% / 30% standard)
    • Stick with numbers – Can you reach your goals?
    • Your early warning system – Are you on track?
    17 Questions? nightschool@democracyforamerica.com
  • 17.
    • November
    • Tactics:
    • Canvass
    • Phonebanks
    • Mail & Paid Media
    • Visibility
    • Poll Watchers
    • Targets:
    • Identified supporters (1’s),
    • D-Base precincts (65%+ Dem)
    • Demographic supporters
    Election Day to September
    • September
    • Tactics:
    • Canvass
    • Phonebanks
    • Mail & Paid Media
    • Targets:
    • Identified Undecided (2-4’s)
    • October
    • Tactics :
    • Canvass
    • Phonebanks
    • Mail & Paid Media
    • GOTV Training
    • Targets :
    • Identified Undecided (2-4’s)
    16 Questions? nightschool@democracyforamerica.com
  • 18.
    • August
    • Focus:
    • Identifying supporters
    • Persuasion
    • Tactics:
    • Canvass
    • Phonebanks
    • Targets:
    • Swing and Base precincts
    • Identified Undecideds (2-4’s)
    August to June
    • June
    • Focus:
    • Identifying supporters
    • Tactics:
    • Canvass
    • Phonebanks
    • Targets:
    • Swing and Base precincts
    • July
    • Focus:
    • Identifying supporters
    • Tactics:
    • Canvass
    • Phonebanks
    • Targets:
    • Swing and Base precincts
    17 Questions? nightschool@democracyforamerica.com
  • 19. 18 Questions? nightschool@democracyforamerica.com
  • 20. 19 Questions? nightschool@democracyforamerica.com
  • 21. Homework
    • Plan out a timeline for your campaign
    • 2. Use your Vote Goals from Part 1 to set yourself benchmarks
    • 3. Send your completed Field Plan to nightschool@democracyforamerica.com for feedback
    20 Questions? nightschool@democracyforamerica.com
  • 22. Next Month
    • Getting A Job on a Campaign
    • W/ Amy Pritchard of Democratic GAIN
    • June 25th, 8:30pm ET
    21 DFA Training Weekends www.democracyforamerica.com/training June 7-8 Lansing, MI June 14-15 Kansas City, MO June 21-22 Albuquerque, NM July 12-13 Miami, FL July 17-20 Austin, TX Netroots Nation www.democracyforamerica.com/campaignjobs
  • 23. Thank you for joining us! Need to catch up on earlier Night School presentations? Order previous semesters on DVD (and help keep Night School free) www.democracyforamerica.com/nightschooldvd Join the DFA Trust www.democracyforamerica.com/trust 22 Questions? nightschool@democracyforamerica.com