Learning
from a Loss
Digital Lessons from the 

2013 BC NDP Election Campaign
Michael Roy
BC NDP Director of Communications
!
@mikelroy
“Trying is the
first step
towards failure.”
–Homer Simpson
Social Media
• Fresh
• Engaging
• FAST
Teradek Bond
LESSON
SPEED IS THE KEY METRIC 

WHEN IT COMES TO 

COVERAGE AND ENGAGEMENT
“Ground Game”
1.Identify your supporters
2.Get then to the polls
NDP Vote
NDP Vote
NDP Vote
“Cross Tabs”

Analytics
Database
Reports
Better lists
Data

Analytics
NDP Vote
NDP Vote
LESSON
WHEN TIME AND MONEY ARE SHORT, 

YOU HAVE TO BE ADAPTIVE, CREATIVE
AND FLEXIBLE. DON'T LET PERFECT BE
THE ENEMY OF ...
CiviCRM
Fundraising database
Donor Segments
•Previous online donors
•Previous donors who’ve
never given online
•New donors
A/B Testing
• Big font vs small font
• Large button vs small button
• Long email vs short email
• With “P.S.” vs without “...
LESSON
TEST EVERYTHING.
THEN TEST AGAIN.
NDP Vote
“CrossTabs”
Analytics
Predictive

Dialer
CiviCRM
Website
(Drupal)
VAN
Bluestate
Digital
Predictive
Dialer
Build the Hope
Obama 2008
LESSON
BREAK DOWN SILOS 

– BOTH HUMAN AND DIGITAL 

– BY PLANNING AHEAD
Tracking poll image removed by request of presenter
LESSON
DON’T RELY ON JUST ONE METRIC.
USE MULTIPLE DATA POINTS TO
ASSESS HOW YOU’RE DOING.
LESSON
START EARLY, 

TRAIN YOUR END USERS, 

AND INTEGRATE THEIR FEEDBACK.
Lessons learned
• Speed matters most.
• Be adaptive. Perfect isn’t the enemy of good.
• Test everything. Then test again.
...
Questions?
@mikelroy
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
Learning from a loss – digital lessons from the 2013 BC NDP Election campaign
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Learning from a loss – digital lessons from the 2013 BC NDP Election campaign

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It’s often said that we can learn more from failure than success. We’ll be taking a look at the BC NDP 2013 election digital strategy, talking about successful tactics and tools, and the lessons we learned. Despite the failure of the campaign, the digital effort – online engagement, fundraising, and outreach – broke new ground in many areas.

PRESENTER
Michael Roy is the Director of Communications at the BC NDP. He oversees the party’s digital outreach and paid media, and had the pleasure of working with a talented team during the last campaign.

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Learning from a loss – digital lessons from the 2013 BC NDP Election campaign

  1. 1. Learning from a Loss Digital Lessons from the 
 2013 BC NDP Election Campaign
  2. 2. Michael Roy BC NDP Director of Communications ! @mikelroy
  3. 3. “Trying is the first step towards failure.” –Homer Simpson
  4. 4. Social Media • Fresh • Engaging • FAST
  5. 5. Teradek Bond
  6. 6. LESSON SPEED IS THE KEY METRIC 
 WHEN IT COMES TO 
 COVERAGE AND ENGAGEMENT
  7. 7. “Ground Game” 1.Identify your supporters 2.Get then to the polls
  8. 8. NDP Vote NDP Vote NDP Vote “Cross Tabs”
 Analytics Database Reports Better lists Data
 Analytics NDP Vote NDP Vote
  9. 9. LESSON WHEN TIME AND MONEY ARE SHORT, 
 YOU HAVE TO BE ADAPTIVE, CREATIVE AND FLEXIBLE. DON'T LET PERFECT BE THE ENEMY OF THE GOOD.
  10. 10. CiviCRM Fundraising database
  11. 11. Donor Segments •Previous online donors •Previous donors who’ve never given online •New donors
  12. 12. A/B Testing • Big font vs small font • Large button vs small button • Long email vs short email • With “P.S.” vs without “P.S.” • Profanity vs no profanity • Ugly email vs beautiful email
  13. 13. LESSON TEST EVERYTHING. THEN TEST AGAIN.
  14. 14. NDP Vote “CrossTabs” Analytics Predictive
 Dialer CiviCRM Website (Drupal)
  15. 15. VAN Bluestate Digital Predictive Dialer Build the Hope Obama 2008
  16. 16. LESSON BREAK DOWN SILOS 
 – BOTH HUMAN AND DIGITAL 
 – BY PLANNING AHEAD
  17. 17. Tracking poll image removed by request of presenter
  18. 18. LESSON DON’T RELY ON JUST ONE METRIC. USE MULTIPLE DATA POINTS TO ASSESS HOW YOU’RE DOING.
  19. 19. LESSON START EARLY, 
 TRAIN YOUR END USERS, 
 AND INTEGRATE THEIR FEEDBACK.
  20. 20. Lessons learned • Speed matters most. • Be adaptive. Perfect isn’t the enemy of good. • Test everything. Then test again. • Break down silos - digital and human • Don’t rely on just one metric • Start early. Train your people. Integrate feedback.
  21. 21. Questions? @mikelroy

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