Would you like to know exactly how many votes it\'s going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.
Kodo Millet PPT made by Ghanshyam bairwa college of Agriculture kumher bhara...
Writing A Field Plan Part II
1. Writing a Field Plan
Part 2: Tactics, Timelines & Benchmarks
May 28th, 2008
Listen live on:
Questions? nightschool@democracyforamerica.com
AIM: DFA Night School Paid for by Democracy for America,
www.democracyforamerica.com, and not
authorized by any candidate or candidate’s
committee.
2. Welcome to DFA Night School!
Streaming live at Blog Talk Radio:
2 Questions? nightschool@democracyforamerica.com
Click here to listen:
Questions?
Email: nightschool@democracyforamerica.com
AIM Instant Message: DFA Night School
DFA Chair
Jim Dean
3. Tonight’s Trainers
Matt Blizek
DFA Training Director
Night School Host
Helen Strain
Field Organizer for over
20 years
3 Questions? nightschool@democracyforamerica.com
4. Field Planning in 2 Parts
Last Month:
1. Setting Your Vote Goals
- Win Number
- Vote Goal
2. Targeting Strategies
- Geographic
- Voting History
- Demographic
Tonight’s session
3. Voter Contact Tactics
- Canvass
- Phones
- Mail
- Paid Media
4. Timelines
5. Benchmarks
4 Questions? nightschool@democracyforamerica.com
Need to catch up? Listen to Part 1 here:
www.democracyforamerica.com/fieldplan
5. Conversations win Elections
Direct voter contact over
the telephone and at the
door
Delivers a campaign’s message
to targeted voters in a personable
way
Gives the campaign valuable
information about the voter’s
preferences
Allows for a targeted field
campaign
5 Questions? nightschool@democracyforamerica.com
Voter Preference Targeting
6. Knocking on Victory’s Door
6 Questions? nightschool@democracyforamerica.com
No tactic leaves a greater impact on voters
Ideal for identification, persuasion, GOTV,
petition gathering, voter registration, early
voting
Drawbacks:
Requires volunteer base, time consuming
Not all homes are easily accessible
7. Knocking on Victory’s Door
7 Questions? nightschool@democracyforamerica.com
Know your turf
Prepare your canvass
packets
Train your volunteers
• Provide ‘context’
• Explain the Canvass Packet Materials
• Review scripts, responses and coding
instructions
• Role Plays!
Sample Canvass Packet
• Scripts – Sample Script
• Walksheets -
• Maps -
• Campaign Lit
• Candidate FAQ
• Goodie bags (food, water,
stickers, etc)
(Remember: Canvassers work in
pairs so create duplicates of
each packet!)
8. Dialing for Democracy
8 Questions? nightschool@democracyforamerica.com
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
9. Dialing for Democracy
9 Questions? nightschool@democracyforamerica.com
Location, Location,
Location…
Recruit twice as many
volunteers as phones
Recruit and train phonebank
captains
Sample Call Sheet
Click here to download
Sample Script
Click here to download
Make Your Phonebank Fun!
• Energy & enthusiasm
• Set group goals
• Practice & Role Plays
• Food & drinks
• Fun, Games, prizes
10. 10 Questions? nightschool@democracyforamerica.com
What’s in the 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
11. Designing Effective Mail Pieces
Campaign Mail Design Tips
Easy on the text - Less is more
Picture is worth 1000 words
No envelopes
No white space
Know your audience
Good
11 Questions? nightschool@democracyforamerica.com
Needs work
12. Yard Signs and Visibility
12 Questions? nightschool@democracyforamerica.com
Yard signs belong in Yards, NOT street corners
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 (just ask Ron Paul)
Often overemphasized at expense of more effective tactics
13. Paid Media
13 Questions? nightschool@democracyforamerica.com
Powerful persuasion tactic when done right
Once you start you cannot go dark
Widespread exposure to electorate
Can be targeted by Demographics
Drawbacks:
Lower impact than canvass, phones
No info back from voters
Very expensive
Time consuming
15. Timing is Everything
1) Start from your goal (Election Day)
and work backwards
2) Identify Your Timeline and
Strategies
3) List your tactics & set benchmarks
4) Revise and Update
15 Questions? nightschool@democracyforamerica.com
16. Setting 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?
16 Questions? nightschool@democracyforamerica.com
17. Blizek for City Council
Goals, Strategy, Tactics
Goals:
• Minimum 6 contacts to each undecided likely voter
• (1 canvass, 2 phone calls, 3 mail pieces)
• 1233 supporters ID’d by November for GOTV contact
Strategy:
• Target swing districts with an ID canvass to identify
undecided voters & important issues.
• Follow up with targeted phone calls and mail to those
voters.
• End campaign with GOTV contacts to ID’d supporters &
D-Base Precincts
Tactics:
• Canvass, Phonebank, Direct Mail, Visibility,
Paid Media
17 Questions? nightschool@democracyforamerica.com
18. Blizek for City Council
Benchmarks
Benchmarks: Totals Formula
Registered Voters: 5224 From Local Election Office
Likely Voters: 2371 Registered voters x Turnout % estimate
Total Targeted homes: 1423 = 2371 x .60 same household
Doors to Knock: 2846 = (1423 x 4 contact attempts)
Phone calls to make: 5692 = (1423 x 4 contact attempts)
Phone calls per week 285 = 5692 / 20 weeks
Doors knocked per week 142 = 2846 / 20 weeks
Total Supporters identified:1233 = Win number (Turnout projection x 52%)
Supporters ID’d per week 62 = 1233 / 20 weeks
18 Questions? nightschool@democracyforamerica.com
Do the research! Be as specific as possible!
19. 19 Questions? nightschool@democracyforamerica.com
May 1st – June 30th
22 weeks to go
Focus:
Write Field Plan
ID Supporters & Issues
Voter Registration?
Tactics:
ID Canvass Swing Precincts, likely voters
Preparation & ID Phase
July 1st
17 Weeks to go
Focus:
ID Supporters & Issues
Persuasion
Tactics:
Canvass Swing Precincts, likely voters
Phonebanks Swing Precincts, likely voters
Key Metrics:
Door knocks: 426
Phone Calls: 855
Total Voters contacted: 640
Supporters identified: 192
Undecideds Identified: 256
Key Metrics:
Door knocks: 0
Phone Calls: 0
Total Voters contacted: 0
Supporters identified: 0
Undecideds Identified: 0
20. Persuasion Phase
20 Questions? nightschool@democracyforamerica.com
August 1st
13 Weeks to go
Focus:
ID Supporters & Issues
Persuasion
Tactics:
Canvass Swing Pcts, Likely voters
Phonebanks Swing Pcts, Likely voters
September 1st
9 Weeks to go
Focus:
Persuasion
ID Supporters & Issues
Tactics:
Canvass Swing Pcts, Likely voters
Phonebanks Swing Pcts, Likely voters
Mail Undecided Voters
Visibility Base PrecinctsKey Metrics:
Door knocks: 994
Phone Calls: 1995
Total Voters contacted: 1495
Supporters identified: 434
Undecideds Identified: 598
Key Metrics:
Door knocks: 1562
Phone Calls: 3135
Total Voters contacted: 2348
Supporters identified: 682
Undecideds Identified: 939
21. 21 Questions? nightschool@democracyforamerica.com
Persuasion & GOTV Phase
October 1st
5 Weeks to go
Focus:
Persuasion
ID Supporters & Issues
Tactics:
Canvass Swing Pcts, Undecideds, likely voters
Phonebanks Swing Pcts, Undecideds, likely voters
Mail Undecideds, Targeted Demographics
Paid Media Targeted Demographics
Visibility Base Precincts
November 1st
1 Week to go
Focus:
GOTV
Tactics:
Canvass Base Precincts, ID’d Supporters
Phonebanks Base Precincts, ID’d Supporters
Mail ID’d Supporters, Demographic supporters
Paid Media Targeted Demographics
Visibility Base Precincts
Key Metrics:
Door knocks: 2130
Phone Calls: 4275
Total Voter contacts: 3202
Supporters identified: 961
Undecideds Identified: 1208
Key Metrics:
Door knocks: 2840
Phone Calls: 5700
Total Voters contacted: 4270
Supporters identified: 1281
Undecideds Identified: 1708
22. Homework
1. Plan out a timeline for your campaign
2. Use your Vote Goals from Part 1 to set yourself
benchmarks
3. Send your completed Field Plan to
nightschool@democracyforamerica.com for
feedback
22 Questions? nightschool@democracyforamerica.com
23. Next Month
Getting A Job on a Campaign
W/ Amy Pritchard of Democratic GAIN
June 25th, 8:30pm ET
23
DFA Training Weekends
www.democracyforamerica.com/training
June 7-8 Lansing, MI
June 14-15 Kansas City, MO
June 21-22 Albuquerque, NM
July 12-13 Miami, FL
July 17-20 Austin, TX Netroots Nation
www.democracyforamerica.com/campaignjobs
24. Thank you for joining us!
Need to catch up on earlier Night School presentations?
Order previous semesters on DVD (and help keep Night School free)
www.democracyforamerica.com/nightschooldvd
Join the DFA Trust
www.democracyforamerica.com/trust
24 Questions? nightschool@democracyforamerica.com