It’s the US election season, and suddenly anyone who’s watched an episode or two of the West Wing will become an expert on the best approach to win the 270 Electoral College seats needed, the opportunities presented by the Michigan Primary and the role of Super Delegates in a tight convention.
While predicting the result of the Primary and Presidential race, and while we’re at it I think we’re going to see Santorum push Romney all the way to the convention and Obama will win a second term, is a great conversation starter amongst the political engaged, it’s also a good time to start paying attention if you want to see the future of campaigning.
Why?
1. The election campaign is has a bigger budget than any other. This year President Obama is expected to fundraise over $1 billion and I’d expect the eventual Republican frontrunner won’t be far behind, which means it can develop some of the most powerful tools and employ the best and brightest staff.
2. It’s the most ‘important’ single political campaign in the world to win. The President of the United States is still the world’s most powerful elected official.
3. It’s got huge numbers of people involved. The Obama team already has over 200 staff working full-time in its head office in Chicago, a figure that is likely to increase rapidly in the next month, plus hundreds of thousands of volunteers on the ground ready to be engaged and resourced.
While I accept that election campaigning is different to campaigning to change public policy, and that the campaigns will make use of many of more traditional techniques like TV adverts, that are perhaps less available to public policy campaigns. I believe it’s still interesting to see how the tools used in previous campaigns have often tracked closely to the tools that are now common place in most campaigning organisations.
As Slate notes;
1996 saw the debut of candidate Web pages
2000 was the first time website were used for fundraising.
2004 saw Howard Dean pioneer the use of online tools (like MeetUp) to organise campaign events to link supporters together.
2008 led by the inspiring Obama campaign saw the emergence of socia media as a mass-communication tool, and the most sophisticated use of sites like my.barackobama.com which turned online interest into offline activism.
Add to that the resurgence of the concept of Community Organising fueled in part by the background of the current President but also the way that it was put to work to increase registration and turnout of previous under represented groups. (If you’re interested in learning more about the 2008 campaign I’d highly recommend that you read ‘Race of a Lifetime’ and the ‘Audacity to Win‘.)
So what are the early trends for 2012? Well the overriding one seems to be the most sophisticated use of data.
Slate suggest;
‘From a technological perspective, the 2012 campaign will look to many voters much the same as 2008 did…..this year’s looming innovations in campaign mechanics will be imperceptible to the electorate, and the engineers at Obama’s Chicago headquarters racing to complete Narwhal in time for the fall election season may be at work at one of the most important. If successful, Narwhal would fuse the multiple identities of the engaged citizen—the online activist, the offline voter, the donor, the volunteer—into a single, unified political profile’.
While the Guardian reported this weekend;
‘At the core is a single beating heart – a unified computer database that gathers and refines information on millions of committed and potential Obama voters. The database will allow staff and volunteers at all levels of the campaign – from the top strategists answering directly to Obama’s campaign manager Jim Messina to the lowliest canvasser on the doorsteps of Ohio – to unlock knowledge about individual voters and use it to target personalised messages that they hope will mobilise voters where it counts most’
And this sophisticated use of data doesn’t seem to being the sole preserve of the Democratic Party, with Slate reporting in January about how Mitt Romney built a similar database to help him almost win the Iowa Caucus;
‘Romney’s previous Iowa campaign allowed him to stockpile voter data and develop sophisticated systems for interpreting it. It was that data and those interpretations that supported one of the riskiest strategic moves of the campaign thus far: Romney’s seemingly late decision to fight aggressively for his first-place finish in Iowa’
For more on the digital and data tactics that the campaigns are using take a look at this from the Washington Post and this from ABC News.
In the UK, we don’t have anything that comes close to the Presidential Elections. The nearest equivalent is the Mayor of London elections that are happening in May. It’s a highly personalised contest trying to reach one of the biggest single constituencies in the world, and certainly the Ken campaign is making use of some innovative tools;
1. Last week saw the launch of personalised Direct Mail which make of QR codes to invite a response.
2. The Ken campaign has made a significant investment in using Nation Builder tools to launch ‘Your Ken’ – a community to resource and mobilise its activists which was received with acclaim when it was launched last year.
3. The heavy emphasise on the use of text and email to get the message out to potential voters across London.
I’ll be watching with interesting at how both these elections campaigns make use of new tools and tactics in the coming months, and reflecting on the opportunities they present for campaigning for social change.