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Field planning slides
1. Field Planning
Paid for by Democracy for America,
www.democracyforamerica.com, and not
authorized by any candidate or
candidate’s committee.
2. Your Blueprint for
Victory
Contains your campaign’s Goals,
Strategies, Tactics, Timelines, and
Benchmarks to achieve them.
Person to person voter contact
Delivers a campaign’s message to
targeted voters
Tactics: Canvass, phone calls, house
parties, mail literature drops, etc. A strong Field
Organization can help
Requires a grassroots volunteer base you gain between 3-5%
on election day.
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3. Targeting Your
Resources
Why target?
Limited People, Money & Time
Gets the right message to the right
voters
3 Ways to Target Voters
Geographically Research Suggestions
Voter History & Identification • Secretary of State
Constituencies & Demographics • County Elections Board
• Party Voter File
• NCEC
• US Census data
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4. Targeting with Voter
History
Partisanship ID
Voter Contact Priorities Strong Undecided Strong
Supporter (2, 3, 4) Opponent
A. Undecideds likely to Vote (1) (5)
Voting History
(ID, Persuasion) Always
Vote (4x4) D A
B. Supporters less likely to vote F
Base Persuasion
(ID, GOTV) Sometimes
Vote C
C. Undecideds less likely to vote (2x4) B Persuasion F
(0x0) #2
(ID, Persuasion, GOTV)
Never Vote
D. Supporters likely to vote (0x4)
E E F
(Base building)
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5. All Registered Voters
Targeted Field Plan
Target Universe of Voters
Supporters (1’s) Undecided (2,3’s) Haters (4,5’s)
Likely Supporters Persuasion
Not ID’d (2,3,4’s)
GOTV Universe
No More Contact
6. What’s Your Win
Number?
Step 1: Project the turnout:
Projected
Turnout
= % Turnout in last x
similar election(s)
Current number of
registered voters
Step 2: Set Your Goals
Win Number = (Projected Turnout / 2) + 1
Vote Goal = Projected Turnout x .52
Step 3: Write them down!
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7. Calculate Your Vote
GoalsTurnout
Turnout %
Win Safe
Current in last Estimate
Number Margin
Registration similar for current
50% + 1 52%
election election
Precinct # 1 740 32% 237 120 124
Precinct # 2 446 55% 246 124 128
Precinct # 3 463 51% 237 120 124
Precinct # 4 599 43% 258 130 135
Precinct # 5 686 42% 289 146 151
Precinct # 6 1002 48% 481 242 251
District 3936 44% 1748 882 913
Totals
NOTE: Always round up for turnout estimates – even with “.1” You’ll always need a full
person’s vote – a fraction of a person can’t vote. It’s safer to make it harder on yourself.
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8. Democratic Performance
Index
‘Percentage of the vote a Democratic candidate can expect in
an average election’
Based on voting history NOT voter registration
How to calculate D.P.I
{ }
Democratic % in similar election # 1
+ Democratic % in similar election # 2 / 3 = D.P.I.
+ Democratic % in similar election # 3
About NCEC
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9. Calculate Your Dem &
Persuasion Turnout
Est.
Vote Persuasion Persuadable
D.P.I. % Dem.
Difference % Voters
Turnout
Precinct # 1 69% 163 +39 12% 28
Precinct # 2 21% 51 -77 8% 19
Precinct # 3 36% 85 -39 33% 78
Precinct # 4 43% 110 -25 19% 49
Precinct # 5 38% 109 -42 39% 112
Precinct # 6 48% 230 -21 21% 101
District
Totals 43% 748 -165 22% 382
NOTE: You’ll want to round down for Est. Dem turnout and persuadable
voters. Again, you want to make it harder on yourself.
11. Prioritize Your
Precincts
DEM BASE PRECINCTS
- D.P.I. = greater than 65%
- Identification, voter registration, volunteer recruitment, GOTV
REPUBLICAN BASE PRECINCTS
- D.P.I. = less than 35%
- Lowest priority, highly targeted contact only
SWING PRECINCTS
- D.P.I. = between 35% and 65%
- Identification, Persuasion & GOTV
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12. Targeting with
Constituencies
Look at your candidate and message
Look at your identified supporters
Meet with community leaders early
Build bases of support
Seek endorsements
Target niche media
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13. Conversations win
Elections
Phone Calls & Canvassing:
Deliver a campaign’s message to Voter Preference Targeting
targeted voters in a personable
way
Give the campaign valuable
information about the voter’s
preferences
Allow for a targeted field campaign
Yard signs belong in Yards, NOT street
corners
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14. Canvassing
Know your turf Sample Canvass Packet
• Scripts
• Walksheets
Prepare your canvass • Maps
Packets • Campaign Lit
• Candidate FAQ
• Goodie bags (food, water,
stickers, etc)
Train your volunteers
•Provide ‘context’
•Explain the Canvass Packet Materials
•Review scripts, responses and coding
•Role Plays!
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15. Phonebanks
Your most versatile voter contact tactic
High number of contacts
Two way communication
Ideal for voter identification, persuasion, & GOTV
Drawbacks:
Lower impact than canvassing
Increasingly difficult to reach voters
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16. Direct Mail
Highly targeted persuasion & GOTV tactic
Once you start, you cannot go dark
Stick with an interesting & repetitive message
Know your production, shipping & delivery
timelines
Drawbacks:
Lower impact than canvass, phones
No info back from voters
Expensive
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17. Yard Signs and
Visibility
Shows supporters and donors your support base
Reminds supporters of their support
No more than 1% of budget spent on visibility
Drawbacks:
Signs don’t vote
Often overemphasized at expense of more effective tactics
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18. Timelines &
Benchmarks
Start from your goal (Election Day) and plan
backwards - how do you get there?
Identify Your Timeline and Strategies
List your tactics & set benchmarks
Revise and Update
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19. Benchmarks & Metrics
Identify Your Key Metrics
# of voters contacted
# of supporters identified
# of early vote applications (if applicable)
Identify Your Contact Metrics
- % of attempts with contacts (50% standard)
- # of calls/doors per hour (10-15 standard)
- % of Supporters / Undecideds / Opposes (30% / 40% / 30% standard)
Stick with numbers – Can you reach your goals?
Your early warning system – Are you on track?
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Notes de l'éditeur
Introduction - Welcome, about me & DFA It’s great to see so many people, working on campaigns is awesome, what they will learn this weekend (?)
We start by talking about ‘Field’. The Field aspect of a campaign is how you will identify likely and potential voters and deliver a targeted message to them. First you have to write your field plan. Your ‘Blueprint for Victory’. Your field plan needs to contain your Goals, Strategies and Tactics as well as a Timeline and benchmarks to measure your progress. We’ll be going over those 5 parts of your field plan this morning. Your Field plan is predicated on targeted conversations. Conversations win elections. Remember that. Yard signs, billboards, standing outside pollings places or train stations are not targeted conversations. We need to be knocking on doors, making phone calls, organizing house parties and increasingly, communicate online (which Adam and Stephanie will cover later) Finally your Field program requires you build a grassroots volunteer base to have those targeted conversations. Volunteers are the heart and soul of a campaign. A campaign without volunteers is therefore a campaign without a soul. - BTW a strong Field program can help you make up 3-5% on election day. Talk about Feingold experience. Sometimes Field is not enough on it’s own. Money and message matter as does the political environment.
OK so we’re going to talk some people into voting for us. Where do we start? We can’t talk to everyone, there’s too many people. Also not everyone is even registered to vote. Some people are registered but haven’t voted in years. We have three resources on our campaigns. People, Time, and Money. We have to target which voters we try to contact so that we can maximize our limited resources. - Targeting our conversations also allows us to get the right message to the right voter. There are 3 ways to target voters. Geographically by precinct. We’ll talk about how to analyze precincts and find where we have lots of supporters, haters and swing voters. By their voter history and partisan ID. Whether someone votes or not is a public record. You can analyze voter patters to find people likely to vote in your election. Who someone votes for is of course not a public record. But through targeted conversations we can identify who are the supporters and who are the haters. Finally we target people based on who they are. Modern campaigns use a process called ‘Modeling’ to determine likely supporters based on their ethnicity, gender, where they live, whether they belong to a union or attend church, etc.