Issues based Segmenting and Targeting the new activism

Slice it and Segment it for best results!

Slice it and Segment it for best results!

I just read an excellent article on how activists, and issue advocates in Canada are adopting new techniques and models to drive their message home to Government. It seems I am not alone in my assessment that a direct one-on-one interaction with individuals presents the opportunity to more effectively engage small segments of the electorate to more readily mobilise them for political action.

I have written a number of posts recently about my belief that the Liberal Party absolutely MUST get into the game of big data management if they are to have a hope of gaining ground in the new world of electoral politics, and this article points out the way. The Liberal Party has recently had some first hand experience of how an effectively managed issues based database can be leveraged for political ends. Joyce Murray engaged with ( or was engaged by?) Leadnow and FairVote Canada to mobilise a substantial campaign for electoral co-operation. Both of those organisations were built up as online communities, engaged with a specific, and highly motivating issue, electoral reform in Canada. AVAAZ is another organisation that has proven very effective in mobilising Canadians around specific issues. Please do have a look at their websites as that is the primary tool utilised to build these substantial and effective online communities:

Leadnow Site.

FairVote Canada.

AVAAZ.

As you can see from the main landing pages of these organisations websites, their primary focus is on drawings contact information from people interested in their issues, and securing some kind of ongoing interaction so as to build engagement within their organisation. You see, every time somebody clicks on a link, signs a petition, or donates a few bucks, they are quantifying their level of engagement with both the organisation, and the underlying issue being promoted. Because this is an ongoing, and interactive process, it is possible to create a continuous flow of people becoming more and more deeply engaged in the campaign, and the organisation.

One VERY telling example of a micro-targeted campaign is where Dogwood Initiative was opposed to the China-Canada Foreign Investment treaty, so what did they do? They downloaded the list of Conservative Party donors from Elections Canada’s political finances site, and polled them directly. What they found was that the Conservative Base was very strongly opposed to the provisions of the treaty. In their case, they forwarded the results of their poll to Stephen Harper, but there are even better things that the Liberal Party could, and should be doing with the Conservative Party’s donors list. Sometimes, (but not always) the best defense is a good offense. Rather than hanging around waiting for the Conservatives to unleash attack ads, the Liberal Party should be targeting the Conservatives directly, where they will feel it very quickly, and be forced to react. I would suggest that it is time for the Liberal Party to be directly contacting the Conservative base. There will be numerous chinks in the Conservatives armour, in the form of policies that are unpopular with many of their own most important supporters (donors and volunteers). Determining WHAT those chinks in the armour are, and then exploiting them can force the Conservatives to re-trench. ALL the broadcast advertising in the world cannot stop the Liberals from systematically initiating direct contact with the average CPC donor, so an approach like this will be very hard to counter. And counter it they MUST, as it directly challenges their enormous cash flows that they need to finance broadcast advertising. If it costs $100 k to turn off the taps on $1m per year in donations, that can be chalked up as a win for the Liberals.

Anyway, there is plenty to say about specific uses of segmented data, and specific campaigns, but I hope that Liberal readers of my blog will take home some important information from these examples. Liberalist exists and is being populated with hundreds of thousands of new contacts. The tools to draw in more people, engage them more deeply with the Liberal Party barely exist.  Finally, mobilising them for effective political action seems limited to fundraising asks. These things need to be the focus of Liberal activists everywhere if we are to match the political effectiveness of the non-aligned political activist community. With two years until the next General Election, there is more than enough time to build a truly effective electoral database, perhaps even enough to win the next General Election.

Vote for this post at Progressive Bloggers!

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