Writing A Field Plan Part II


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Would you like to know exactly how many votes it\'s going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.

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Writing A Field Plan Part II

  1. 1. Writing a Field Plan Part 2: Tactics, Timelines & Benchmarks May 28th, 2008 Listen live on: Questions? nightschool@democracyforamerica.com AIM: DFA Night School Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee.
  2. 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 DFA Chair Jim Dean
  3. 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. 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 4 Questions? nightschool@democracyforamerica.com Need to catch up? Listen to Part 1 here: www.democracyforamerica.com/fieldplan
  5. 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. 6. Knocking on Victory’s Door 6 Questions? nightschool@democracyforamerica.com No tactic leaves a greater impact on voters Ideal for identification, persuasion, GOTV, petition gathering, voter registration, early voting Drawbacks: Requires volunteer base, time consuming Not all homes are easily accessible
  7. 7. Knocking on Victory’s Door 7 Questions? nightschool@democracyforamerica.com 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!)
  8. 8. Dialing for Democracy 8 Questions? nightschool@democracyforamerica.com Your most versatile voter contact tactic • High number of contacts • Two way communication Ideal for voter identification, persuasion, & GOTV Drawbacks: Lower impact than canvassing Increasingly difficult to reach voters
  9. 9. Dialing for Democracy 9 Questions? nightschool@democracyforamerica.com 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
  10. 10. 10 Questions? nightschool@democracyforamerica.com What’s in the Mail? Highly targeted persuasion & GOTV tactic 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
  11. 11. Designing Effective Mail Pieces Campaign Mail Design Tips Easy on the text - Less is more Picture is worth 1000 words No envelopes No white space Know your audience Good 11 Questions? nightschool@democracyforamerica.com Needs work
  12. 12. Yard Signs and Visibility 12 Questions? nightschool@democracyforamerica.com 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
  13. 13. Paid Media 13 Questions? nightschool@democracyforamerica.com Powerful persuasion tactic when done right Once you start you cannot go dark Widespread exposure to electorate Can be targeted by Demographics Drawbacks: Lower impact than canvass, phones No info back from voters Very expensive Time consuming
  14. 14. Questions? Email: nightschool@democracyforamerica.com Instant Message: DFA Night School 14 Questions? nightschool@democracyforamerica.com
  15. 15. Timing is Everything 1) Start from your goal (Election Day) and work backwards 2) Identify Your Timeline and Strategies 3) List your tactics & set benchmarks 4) Revise and Update 15 Questions? nightschool@democracyforamerica.com
  16. 16. Setting Benchmarks & Metrics Identify Your Key Metrics # of voters contacted # of supporters identified # of early vote applications (if applicable) Identify Your Contact Metrics % of attempts with contacts (50% standard) # of calls/doors 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? 16 Questions? nightschool@democracyforamerica.com
  17. 17. Blizek for City Council Goals, Strategy, Tactics Goals: • Minimum 6 contacts to each undecided likely voter • (1 canvass, 2 phone calls, 3 mail pieces) • 1233 supporters ID’d by November for GOTV contact Strategy: • Target swing districts with an ID canvass to identify undecided voters & important issues. • Follow up with targeted phone calls and mail to those voters. • End campaign with GOTV contacts to ID’d supporters & D-Base Precincts Tactics: • Canvass, Phonebank, Direct Mail, Visibility, Paid Media 17 Questions? nightschool@democracyforamerica.com
  18. 18. Blizek for City Council Benchmarks Benchmarks: Totals Formula Registered Voters: 5224 From Local Election Office Likely Voters: 2371 Registered voters x Turnout % estimate Total Targeted homes: 1423 = 2371 x .60 same household Doors to Knock: 2846 = (1423 x 4 contact attempts) Phone calls to make: 5692 = (1423 x 4 contact attempts) Phone calls per week 285 = 5692 / 20 weeks Doors knocked per week 142 = 2846 / 20 weeks Total Supporters identified:1233 = Win number (Turnout projection x 52%) Supporters ID’d per week 62 = 1233 / 20 weeks 18 Questions? nightschool@democracyforamerica.com Do the research! Be as specific as possible!
  19. 19. 19 Questions? nightschool@democracyforamerica.com May 1st – June 30th 22 weeks to go Focus: Write Field Plan ID Supporters & Issues Voter Registration? Tactics: ID Canvass  Swing Precincts, likely voters Preparation & ID Phase July 1st 17 Weeks to go Focus: ID Supporters & Issues Persuasion Tactics: Canvass  Swing Precincts, likely voters Phonebanks  Swing Precincts, likely voters Key Metrics: Door knocks: 426 Phone Calls: 855 Total Voters contacted: 640 Supporters identified: 192 Undecideds Identified: 256 Key Metrics: Door knocks: 0 Phone Calls: 0 Total Voters contacted: 0 Supporters identified: 0 Undecideds Identified: 0
  20. 20. Persuasion Phase 20 Questions? nightschool@democracyforamerica.com August 1st 13 Weeks to go Focus: ID Supporters & Issues Persuasion Tactics: Canvass Swing Pcts, Likely voters Phonebanks  Swing Pcts, Likely voters September 1st 9 Weeks to go Focus: Persuasion ID Supporters & Issues Tactics: Canvass  Swing Pcts, Likely voters Phonebanks  Swing Pcts, Likely voters Mail  Undecided Voters Visibility  Base PrecinctsKey Metrics: Door knocks: 994 Phone Calls: 1995 Total Voters contacted: 1495 Supporters identified: 434 Undecideds Identified: 598 Key Metrics: Door knocks: 1562 Phone Calls: 3135 Total Voters contacted: 2348 Supporters identified: 682 Undecideds Identified: 939
  21. 21. 21 Questions? nightschool@democracyforamerica.com Persuasion & GOTV Phase October 1st 5 Weeks to go Focus: Persuasion ID Supporters & Issues Tactics: Canvass   Swing Pcts, Undecideds, likely voters Phonebanks  Swing Pcts, Undecideds, likely voters Mail  Undecideds, Targeted Demographics Paid Media  Targeted Demographics Visibility  Base Precincts November 1st 1 Week to go Focus: GOTV Tactics: Canvass  Base Precincts, ID’d Supporters Phonebanks  Base Precincts, ID’d Supporters Mail  ID’d Supporters, Demographic supporters Paid Media  Targeted Demographics Visibility  Base Precincts Key Metrics: Door knocks: 2130 Phone Calls: 4275 Total Voter contacts: 3202 Supporters identified: 961 Undecideds Identified: 1208 Key Metrics: Door knocks: 2840 Phone Calls: 5700 Total Voters contacted: 4270 Supporters identified: 1281 Undecideds Identified: 1708
  22. 22. Homework 1. 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 22 Questions? nightschool@democracyforamerica.com
  23. 23. Next Month Getting A Job on a Campaign W/ Amy Pritchard of Democratic GAIN June 25th, 8:30pm ET 23 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
  24. 24. 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 24 Questions? nightschool@democracyforamerica.com