TAP is dedicated to all of you out on the front lines of the Alternative Politics Movement who are helping to lay the foundation for the biggest party crash in American Political History!
Welcome to TAP
Welcome to the first in what I hope will be many incarnations of the TAP website. This site has been conceived of and designed in response to the need within the alternative politics movement to provide tools for alternative party and issue campaigns that allow them to use the internet more effectively as a forum for organizing, fund-raising, providing information to voters and attracting media attention. In other words, to "TAP" the potential of the internet to build strong and enduring alternative political movements and thus promote democracy.
TAP is an open system that allows anyone to submit ideas and code for tools which can be used by any campaign that wishes to take their campaign web page to the next level; making it a more effective tool to achieve the goal's of the campaign. The TAP team invites anyone with a useful idea or tool to submit them for inclusion in this system. Simply e-mail your idea to
TechAltPol@hotmail.com and we will review your submission for posting within 72 hours.
The Virtues of Transparency
Due in part to the recent controversy over spending in the Texas CD-10 race by Libertarian candidate Michael Badnarik's campaign and the ongoing questions about where the $400,000+ that were spent actually went (
more), TAP has seen the importance of accountability in campaigns. Accountability that becomes even more crucial for small parties and independent candidates who draw from smaller donor pools and are expected to maximize their ability to use those funds efficiently.
For these reasons, any tool that allows a candidate or campaign to give an immediate accounting of how much has been raised and how that money is being spent goes a long way towards reassuring donors and campaign finance watchers (including the media) that the money being donated is being used in the most efficient manner possible. By making all fund-raising and campaign spending transparent, not only does a candidate/campaign raise its credibility, it also gives its donors and activists a greater stake in the campaign which can translate into more volunteer hours and more donations.
Setting up such a recording system is a small matter for any experienced web designer. Two alternatives would be to simply link to the FEC or state recording site for that campaign (
example). Alternatively, and arguably more effective, is to imbed a system in the campaign web site so that it can be accessed and updated in real time.
The Interactive Candidate Interview
"I'm listening..."The Interactive Candidate Interview concept and technology has been copyrighted by its author. Any use of this technology without the expressed written consent of its creator is strictly prohibited. Any unauthorized used could lead to legal action. In other words, cease and desist. Sorry.
The Power of the Blog
Rick Jore, Constitution Party member representing Montana's 12th state house district, used his blog to great effect in his recent successful alternative party campaign (click on image to view)
As part of our mission, TAP is constantly reviewing and analyzing campaign web sites to see what works and what doesn't. Some of the most effective tools being employed today can also be extremely effective. For example, the simple exercise of keeping an updated blog (web log) on the campaign site offers a number of distinct advantages.
1. Activists - By blogging frequently, a candidate can keep the excitement in the campaign high among the activists and active donor base. Not only does a blog allow the campaign to show chronologically what it is doing with its time and money, it also allows those that follow the campaign closely to feel that there efforts are bearing fruit and that they have a candidate who is active and engaged. It also allows the candidate to regularly acknowledge key contributors and activists which re-enforces their desire to continue and even increase activities on behalf of the campaign.
2. Voters - One of the key perceptions that many alternative candidates must overcome is the perception of the "paper candidate." That is the candidate, usually from a minor party, who registers to run in order to get one or two issues into the debate or in the local voter's guide. A well written and regularly updated blog dispels the notion that the candidate isn't serious particularly if he is blogging about regular speaking, fund-raising, and base-building efforts being made on behalf of the campaign.
3. Media - The perception of the "do-nothing" candidate is even stronger in the minds of the media. Most major media has long ago quit paying attention to alternative parties and campaigns. A blog, combined with a slick and professionally produced media center, can also help the campaign by making the media's job easier. Not only can they easily see who the candidate has been speaking to and involving himself with, they can easily learn when upcoming events of interest to the media are occurring. A well written blog will also have video and audio clips from events, speeches and media mentions. It will also link to positive press that is written on the candidate and his key issues. All of these things taken together create an aura of viability within media circles which is key to mounting a successful alternative campaign.
Commercials aren't just for TV anymore
One of the most exciting new advances to come out of the 2006 election cycle has been the emergence of YouTube as a means of downloading and watching videos from around the country and around the world. Not only did alternative party candidates benefit by the extra views that there produced-for-television commercials enjoyed, but media appearances such as local news interviews, speeches, and other supportive clips were also e-mailed, downloaded and viewed thousands of times over.
In other cases, we saw ads with very small media buys (typical for alternative candidates) generate much greater buzz and receive much greater media exposure as a result of the "viral" effect of YouTube. In the case of Libertarian Phil Maymin, his clever ad (
here) had far more hits on his web site and via YouTube then it did runs in paid media. This led to appearances on Tucker Carlson and MSNBC News Live, a rarity for alternative party candidates. Those interviews themselves were then posted on YouTube where they can be viewed over and over (
here and
here).
This site is not specifically about what is involved in producing an effective TV ad. However, the effectiveness of any ad is increased when people who might be influenced by the ad are able to access it. The fact that TAP is able to watch and review ads from all over the country via YouTube and candidate web sites speaks to the power of the internet to put ones' message in front of the consumer (in this case, voter).
As mentioned before, alternative parties rarely have the funds necessary for large paid media ad buys. It is therefore essential that these campaigns use the resources available to them to get the greatest "bang for the buck" from their paid media efforts. TAP strongly encourages campaigns to post their ads to the campaign web site as they are produced.
We further recommend pushing the envelope with "web only" ads. These type of ads are those that are specifically geared towards the media and supporters. Web only ads allow a campaign to insert issues and positions into the campaign with relatively little overhead and create the opportunity for the media to pick up on the ad, run it free of charge on their broadcasts, and raise the candidate's profile. Furthermore, web only ads can speak more freely to the base supporters, re-enforcing their support and providing donors with a sense that their money is being used to effectively to address the issues that are important to them.
Another great ad that had a very small buy, but received a large amount of free media on the web and in broadcast is the controversial cartoon produced for Christy Mihos's independent run for Massachusetts Governor that attacks the massive cost overruns of Boston's Big Dig (
here). Like the Maymin ad, this great commercial received nationwide attention leading to a number of print articles and TV appearances for the Mihos campaign as well as over 42,000 YouTube views.
Exclusive Spaces
Exclusive places are just that. These are password protected areas on a campaign web site that allow campaign managers, volunteer co-ordinators, key operatives and influencial donors and activists to meet, discuss strategies and tactics, and coordinate campaign activities. Exclusive places serve a number of valuable functions to a campaign. First, they are a secure way for those working on the campaign to communicate and coordinate in real time despite geographical restraints. Second, they increase the stake that key supporters and donors have in the campaign by giving them a forum in which to make suggestions, ask questions, request and procure materials, and hold the campaign to account. Thirdly, it allows the campaign a mechanism to control the campaign's message by getting all of the troops on the same page and provide them with talking points and marching orders in a way that promotes confidentiality.
The process of creating an exclusive space is as simple as providing a password protected link to any of a number of sites such as
InvisionFree that provide forum services. Passwords should be exclusive and logged to ensure confidentiality. Within the system, further security levels can allow smaller and smaller circles of people to access and discuss key information and strategies.
Virtual Media Centers
One of the most effective tools that any campaign website can possess is an effective, easy to navigate, and information-laden media center. An on-site media center is a one-stop shop for reporters, opinion-makers, and supporters to learn about the candidate's resume, platform, and organization. A good media center will also have flattering pictures of the candidate (headshots, baby kissing photo-ops, and delivering stirring oratory), one click contact info to set up interviews, and a link to key endorsements. It will also lay out the candidate's schedule to maximize potential media contacts and provide a log of press releases and media mentions. The samples below contain some, but not all, of these elements.
Press Releases
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.
Effective E-mail
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.
Printable Literature and Petitions
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.
TAP is dedicated to all of you out on the front lines of the Alternative Politics Movement who are helping to lay the foundation for the biggest party crash in American Political History!
"I'm listening..."
One of the most exciting new advances to come out of the 2006 election cycle has been the emergence of YouTube as a means of downloading and watching videos from around the country and around the world. Not only did alternative party candidates benefit by the extra views that there produced-for-television commercials enjoyed, but media appearances such as local news interviews, speeches, and other supportive clips were also e-mailed, downloaded and viewed thousands of times over.
Exclusive places are just that. These are password protected areas on a campaign web site that allow campaign managers, volunteer co-ordinators, key operatives and influencial donors and activists to meet, discuss strategies and tactics, and coordinate campaign activities. Exclusive places serve a number of valuable functions to a campaign. First, they are a secure way for those working on the campaign to communicate and coordinate in real time despite geographical restraints. Second, they increase the stake that key supporters and donors have in the campaign by giving them a forum in which to make suggestions, ask questions, request and procure materials, and hold the campaign to account. Thirdly, it allows the campaign a mechanism to control the campaign's message by getting all of the troops on the same page and provide them with talking points and marching orders in a way that promotes confidentiality.
One of the most effective tools that any campaign website can possess is an effective, easy to navigate, and information-laden media center. An on-site media center is a one-stop shop for reporters, opinion-makers, and supporters to learn about the candidate's resume, platform, and organization. A good media center will also have flattering pictures of the candidate (headshots, baby kissing photo-ops, and delivering stirring oratory), one click contact info to set up interviews, and a link to key endorsements. It will also lay out the candidate's schedule to maximize potential media contacts and provide a log of press releases and media mentions. The samples below contain some, but not all, of these elements.
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. 
