MediaPost Marketing Politics Keynote Q&A: DNC
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Keynote Q&A: DNC: Time Is More Important Than Money The DNC’s challenge is clear: their eventual nominee will have to catch up to years of perpetual campaigning by an incumbent opponent. Time is more important than money. Head of digital, Patrick Stevenson explains how they are building assets, data and channels designed both for an easy handoff to the nominee campaign and faster sprint in the final leg. INTERVIEWEE Patrick Stevenson, Chief Mobilization Officer, Democratic National Committee INTERVIEWER Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
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MediaPost Marketing Politics Keynote Q&A: DNC
- 2. Mobilization team structure ● Mobilization is an integrated team of digital, marketing, and fundraising specialists who are the front lines of grassroots fundraising and supporter engagement at the DNC. ● Three streams of work: Digital Organizing SMS & FB list growth IWillVote.com Volunteer recruitment Training Peer-to-peer SMS Grassroots Fundraising Email Direct mail Telemarketing Digital ads Blast SMS Creative Social media @DNCWarRoom Design & branding Video
- 3. 2015-2016 2019-2020 Donor acquisition Almost entirely email-driven, using the majority-inactive Obama 2012 email list. Online fundraising Direct marketing Team structure Raising 49% more than this time four years ago while sending 42% less overall email. No cross-channel optimization (i.e. investment in telemarketing acquisition was well over 2x investment in digital). Digital acquisition is 5x over 2015, and program is managed by in-house team (not expensive consultants). Prioritized gross revenue over net so heavily invested in low-margin programs like telemarketing. Net revenue up 31% over 2015, zeroed out all low-margin telemarketing programs. Direct marketing and digital teams rarely spoke or coordinated strategy. We run an omnichannel fundraising strategy, using digital tactics to complement direct mail and vice versa. Digital organizing Program newly established at the DNC, focused on supporting state parties, not building capacity for presidential nominee. SMS list is 7.5x the size it was in 2015, prioritizing list growth in battleground states.
- 4. Text JOIN to 43367!
Editor's Notes
- Rospars brainchild - working really well Enables us, esp since we brought ads in house to talk as one voice across channels (social, email, direct mail, ads, videos, etc.) Talk to grassroots in one voice - not a slash and burn program. Understand trust, brand rebuiilt. We are a four year institution that needs to raise and have our supports with us yearround. Level of sustainers, atrophy, etc.
- Seema: raising more, sending less. Baseline was low, but yes, investing more. Direct marketing up 31 percent over 2015 - talk about kinks in direct marketing program. SMS list - being very intentional in our list growth size goals. 1 percent of registered Dems in state. Iowa and NH - so good - but other states never caught up. Tracking, hitting marks.Patrick - examples.