Technology and Alternative Politics

One of the key advantages that the internet offers underfunded and overworked campaigns is the ability to disseminate information widely with just a click of the mouse. There are several excellent on-line resources for those of you who would like to learn more about writing good press releases including PRweb and Pantecta.

However, it is not the content that TAP is concerned about but rather to whom and by what method the press release is issued. As is discussed in greater detail in "Effective E-mail," the ability to efficiently communicate with a broad, but targeted audience is essential to effective campaigning whether it is regarding fund-raising, volunteer opportunities, or keeping the media keyed on your message and on your campaign. This begins with a good list of media outlets that the campaign wished to keep informed of its progress, issues, and events. Construct an e-mail list specifically for media. When constructing the list, cast a wide net. E-mail is free so when in doubt, include. Don't over send press releases. If the political correspondent of the local TV affiliate gets 3 press releases a day from the Green Party, he will quickly begin to assume they are fluff or redundant and simply delete them. Regular press releases should be go out no more than once a week unless events require an immediate response (spin and spin control) and should cover no more than 1-2 topics each. On-line press releases should also include hot links to the campaign media center, issue relevant support materials from 3rd parties such as think tanks, and contact links for the campaign manager and relevant staff.

One of the most powerful tools in the arsenal of any political campaign is e-mail. E-mail serves a number of useful functions at a fraction of the cost of traditional mail and a fraction of the time that phone calls require. Every campaign should be prepared to set up and maintain several different lists that serve different purposes.

The first is a volunteer/staff list that will be used by the campaign manager and volunteer coordinator to communicate with the troops, coordinate activities, and get feedback. The second is the media contact list mentioned above. The third is a list of current and former donors. The quality of that list will vary from organization to organization, but the ability to respond to changing needs by quickly raising strategically targeted funds can be the difference between winning and losing, particularly late in the campaign season. An effective fund-raising e-mail will include a link directly to the campaign website's donation page, will highlight how previous funds were used, and will demonstrate to the potential donor what their donation will be funding. In other words, keep it simple and specific.

Another innovation that the net has provided that has already proved its value is the ability of supporters to access, download and print campaign materials directly from the campaign's website. This technology has been used effectively in Washington State where voter initiatives are a regular part of governance. In order to put a question before voters on the ballot, an issue campaign must first procure a large number of signatures from voters who support the issue.

Traditionally, these signature drives have used paid signature gatherers primarily in urban areas where campaigns can get more bang for the buck. However, the last two election cycles have seen an increasing number of signatures being gathered in smaller communities by unpaid volunteers. Why? The internet has made it easier and cheaper for individuals, of their own initiative, to download and print the signature gathering forms, take them around to friends and neighbors and then simply stick them in the mail to the campaign for final delivery to the Secretary of State.

This same concept has also been applied by a number of candidates who have made their campaign literature available on-line so that supporters in rural areas or far removed from campaign headquarters are able to print them in bulk locally or in small numbers on personal printers for use in their own communities.

The key thing to remember, as my own research has shown, is to have the materials correctly formatted (read: idiot proof) so that materials printed by outside parties reflect the quality and standards that the campaign has set for such materials. The web is replete with examples of ugly, black & white, or poorly formatted materials that do not reflect well on the campaign or the candidate. However, when utilized effectively, the cost savings and message penetration that this tool can provide is very powerful.