Drive Democracy


10 Simple Digital Strategies To Win Your Campaign


1. Hyper-Target Your Email List With Facebook Ads

President Trump facebook ad

Facebooks ads are great for targeting constituents by demographic, interests, and geographic location.

You can take targeting a step further by uploading your email contacts and sending a Facebook ad campaign directly to them.

This strategy makes sense if your organic reach needs a boost, if you’re building a Facebook following, or to double down on a message or promotion.

Engaging videos, photos, and news articles make for great Facebook content.

2. Turn Local Organizations Into Online Supporters

Rep. Leboeuf got a boost from a local organization with a common vision

Rep. Leboeuf got a boost from a local organization with a common vision

One way to drive public support is to identify local organizations that align with your campaign agenda.

Their support can contribute credibility, meaning, and public awareness to your campaign.

When you’ve committed a stance, notify your partner organizations and encourage them to spread the word online.

Organizations bring together like-minded people and can drive action with a loyal base. Plus, they usually have email lists and social media channels.

3. Use Your Website As A PR Source

Note the website link - Team Cushing is controlling the release internally

Note the website link - Team Cushing is controlling the release internally

Attracting coverage from local media is critical to public awareness and momentum. Finding a reporter to cover each campaign update can be difficult.

However, your website should serve as an updated source for your PR efforts. Once your team has created a press release, post it to your website, share the link with local media and social media channels, and drive recepients of your newsletter to the site.

Not only does this allow reporters and your audience to stay updated, but it also drives voters to your website.

Now, people can read more about your campaign and potentially convert into donaters and volunteers.

Don’t just wait for reporters to pick up your press release - create and control the story on your website.

4. Keep Promo Videos Short (6-15 seconds)

Video has played a role in campaigns since Eisenhower trounced Stevenson in 1952 with his ‘Ike For President’ commercials.

In just the last ten years, winning video campaigns have taken on new extremes - shortening in optimal length from 15 second videos to just 6 seconds.

This is due to how video is consumed on modern formats. People are scrolling.

Most internet users won’t wait around for a minute-long campaign ad. You have to capture them quickly, so a concise message is critical.

5. Personality Posts Pay Off

Mayor Walsh shares a photo from a Patriots game

Mayor Walsh shares a photo from a Patriots game

The internet is a great place to promote your political objectives. It’s also important for your campaign to share more than politics. Keep it light with posts that share your candidate’s personality and daily life.

Something to keep in mind is that not all of your supporters publicly promote their political opinion. Your followers may be more likely to share content that connects on a lighter level.

Family, local athletics, and even daily routine are subjects that can be highly relatable, timely, and tighten your bond with voters.

No one is serious all the time - displaying a sense of humor can help humanize your campaign.

District Attorney Rachael Rollins gets personal on #WorldCancerDay

District Attorney Rachael Rollins gets personal on #WorldCancerDay

6. Keep Track Of Holidays That Tell Your Story

Holidays, anniversaries, and days of remembrance are opportunities to share your story.

Make sure to mark your calendar for dates that can connect with your campaign message, such as commemorative days for veterans, medical conditions, civil rights, or historical events.

Showing appreciation is usually appreciated by your base - make sure that it’s authentic. Tell your personal story, honor a community member, or salute a cause that connects with your campaign mission.

These posts are timely and well-positioned for engagement because so many people recognize holidays. You may just recruit a supporter and contribute credibility to your campaign.

7. Activate & Notify Constituents On Nextdoor

Nextdoor is a forum for local community conversation

Nextdoor is a forum for local community conversation

Nextdoor is a growing community forum with a national presence. On the website, verified community members share news, event information, and local opportunities.

Your campaign can also utilize Nextdoor to raise awareness and drive action - as long as you respect their rules. To learn more about their policy permissions, click here.

Nextdoor permits posts about voting information, call banks, and information on a campaign (yard signs, events, policy stances).

You cannot use explicit campaign language on NextDoor, so make sure to review their policy.

8. Pay-Per-Click Advertising

Robyn Brody’s Google AdWords campaign

Robyn Brody’s Google AdWords campaign

Once your campaign is established and under-way, dedicating a budget to pay-per-click advertising is an effective way to drive action and hone-in on messaging.

Facebook, YouTube, Google, and Bing offer pay-per-click advertising, which can be particularly effective for targeting by demographic group.

It’s important to get the timing right.

Your advertising efforts are best spent when you need to be top-of-mind: election week, proceeding an event, or promoting a broadcast on your campaign.

Make sure that your branding is consistent across advertisements and channels. Focus on keywords, themes, and messaging, but don’t forget that consistent style matters (logo, color, font). Don’t be afraid to use these advertisement to encourage donations!

9. Improve Engagement With A Hashtag Tracker

#bospoli is a popular hashtag for Boston politicians

#bospoli is a popular hashtag for Boston politicians

Hashtags may seem trivial but they’re no joke. Including relevant hashtags is a great way to connect with people interested in what you do. Facebook, Twitter, Instagram, and LinkedIn are all important forums for hashtags.

Nearly 125 million hashtags are shared by Twitter’s 328 million users every day - they can be hard to keep track of.

There’s numerous free hashtag tracking tools that can fill you in so that you don’t miss out on audience engagement. Work with the pull of the internet by tracking hashtags.

10. Raise Awareness With A Survey Campaign

State Representative William A. Petit Jr’s survey on Facebook

State Representative William A. Petit Jr’s survey on Facebook

An actionable, timely, concise survey can go viral online.

Surveys are powerful for engaging constituents, organizing campaign priorities and receiving testimony.

Connecticut State Representative William A. Petit, Jr. shared a survey on highway tolls through Involved to 593 email contacts and to his 4,439 Facebook page followers.

In a few days, Rep. Petit had received 624 responses and 109 comments. From a single one-question survey, Rep. Petit’s email reach had increased 378 people.

If you’d like to demo Involved, contact us. First survey is on us.

Caleb McDermott