This document outlines key lessons and strategies for modern political campaigning. It emphasizes that technology alone does not create successful movements, but must be used to foster passion and engagement. It stresses focusing on interests rather than institutions, making participation easy and fun, using behavioral data to better understand supporters, and creating a "ladder of engagement" to involve supporters at different levels of commitment. The overarching message is that campaigning has changed and now requires an integrated online and offline strategy to build conversations and empower grassroots supporters.

1. NEW AGE OF
CAMPAIGNING.
partner of
@maderthaner

2. IT’S THE ENERGY,
STUPID!

4. EVERYONE CAN START
A MOVEMENT.
THE GAME HAS
CHANGED
The truth is:

5. THE GOOD
OLD WAY.THE CONQUEST NEUNBURG, 1645

6. Figure 3 Changes in Party Membership in Twenty-Five Countries 1989-99 to 1999-04
-20
-15
-10
-5
0
5
10
A
ustriaB
ulg
ariaC
anadaC
hile
C
zech
R
epublic
D
enm
arkFin
la
ndFra
nceG
erm
anyH
ungaryIrela
ndJapan
S
outh
Kore
a
Latv
ia
M
exic
oN
eth
erlands
P
ola
ndP
ortugalR
ussiaS
lo
vakiaS
lo
veniaS
pain
S
w
edenU
K
U
S
ChangeinPercentagePartyMembers
(Source: World Values Surveys, 1989-99 and 1999-04
Political Studies Assosciation Meeting, Manchester 2009

7. 50.640„GLOBAL WARMING“

8. 116.138„REGGAE“

9. 767.011„PASTA“

10. 67„PINK SOCKS!“

11. 300.000„ERWIN PRÖLL“

12. 50.000„SEBASTIAN KURZ“

13. !
WHATEVER YOU DO:
DO IT WITH PASSION.
YOUR’RE IN A BATTLE
WITH THE BEST.
LESSON
01

14. SPITZE ANLIEGEN
STATT KOMPROMISSE.
INTERESSENS- UND
THEMEN PARTNERSCHAFT.
1/3

18. HA
IRSTYLE BY
VolksparteiNiederösterreich,3100St.Pölten.Druck:Gerin.
HAIRSTYLE BY
VolksparteiNiederösterreich,3100St.Pölten.Druck:Gerin.

19. !
MAKE IT FUN AND EASY
FOR VOLUNTEERS.
LIKE YOUR LIFE
DEPENDS ON IT.
LESSON
02

20. "You do not need to create an account
to make purchases on our site. Simply
click Continue to proceed to checkout.
To make your future purchases even
faster, you can create an account during
checkout."
!
300 MILLION
DOLLAR BUTTON

24. Empower your supporters to run their
own campaign. With the right tools
they’ll leverage your success.
!
SOCIAL
ORGANIZING TOOL

25. With our „Social Organizing“-App we
helped our supporters mobilize their
social networks without leaving
Facebook.
!
100% FACEBOOK
INSIDE.

26. Unsere Mannschaft
Hallo Lukas!!
!
Heute Abend macht der
Wahlkampf mal Pause und
wir fiebern alle mit unserem
Nationalteam.!
!
Wenn du mit mir gemeinsam
das Match schauen willst,
kannst du dich hier melden.

27. !
(KARTE)

28. No matter where you signed up as a
supporter, your data where collected in
one integrated system.
!
ONLINE & OFFLINE.
ONE SYSTEM.

29. !
YOU’RE NOT
SUPERMAN.
YOU NEED
TECHNOLOGY TO „FLY“.
LESSON
03

30. familien
Text
TIME Magazine 2012/11/07 Photo: Daniel Shea
!
THIS IS, WHERE
DATA CAN HELP.

31. PROFILE
DATABASE
ANALYTICS
OFFLINE DATA
INTEGRATED
SYSTEM.

32. 40-50% PASSIVE
0,5-1% SUPERSTARS
5-10% EVANGELISTS
10-15% DONORS, SUPPORTERS, PARTICIPANTS
10-20% RESPONDERS
20% FREELOADER
LADDER OF
ENGAGEMENT.

34. !
1. TECHNOLOGY DOESN’T MAKE A MOVEMENT. IT’S THE ENERGY!
2. PEOPLE DON‘T CARE ABOUT INSTITUTIONS, THEY DO ABOUT INTERESTS
3. PEOPLE DO NOT FOLLOW WHAT YOU DO, THE FOLLOW WHY YOU‘RE DOING IT
4. DO EVERYTHING YOU DO WITH PASSION AND MEET HIGH DEMANDS.
5. KILL YOUR NEWSLETTERS AND START CONVERSATIONS
6. LOWER THE BARRIER TO ENTRY AND MAKE A CLEAR CALL TO ACTION
7. BUILD A LADDER OF ENGAGEMENT!
8. KNOW HOW ARE YOU TALKING TO - FOCUS ON BEHAVIORAL DATA!
9. TEST AND MONITOR EVERYTHING
10. DON’T QUIT. NEVER.
!
!
KEY
TAKEAWAYS.
@maderthaner