Deep Dive Breakout 3
Friday, August 4, 2017
Gabe Snow (National Rural Electric Cooperative Association), Christopher Masak (Alzheimer’s Association), Mark Fisher (American Heart Association), and Zachary Scott (National Association of Secondary School Principals)
Voter data, consumer data, social media metrics, online analytics, and campaign performance insights help turbo charge your outreach efforts. Our panel will discuss how your data not only tells a story, but also increases the efficiency and effectiveness of your entire advocacy program.
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What is big data?
- High volume information
- Real-time or near-time
- Descriptive, predictive or prescriptive
- What is not on the surface
What core data should every campaign have?
- Baseline network data (knowing your audience)
- Previous campaign data (open-rates, click rates, subscribers)
- Goals and benchmarks to hit
- Ladder of engagement goes: Member – Active online – Engages offline – Becomes a champion/leader.
- Tip: Create a point system to evaluate people, and have these points change their status. (Example: Points attributed to actions such as calling a legislator, LTE, commenting on a blog post, etc. As points are gained, moving from an ‘advocate’ to a ‘hero’)
- Be manageable/accessible (you may have 15,000 data points but you only may need 3)
- Reference larger data sets to give you insights
- Tell a story (try to map advocates to legislators)
- Add value or increase understanding
- Prepare you for next steps
The sweet spot for gathering data is….
- What’s the least amount of information that is still helpful?
- Adding a new data point (what do you really care about?)
- Do you have systems build out specialized field or do you do it outside the CRM?
- Everything built into CRM backend (activity level, interest level, etc.)
Each campaign should have…
- Issue (why is it important to the member)
- Ask (easy)
- Story (make it personal touch for your members – dollars mean nothing)
- Implications of success or failure (tell you what is going to happen – different data points for members than for elected officials – 8 students in Montana will go to college because of this $, etc.) Data can feed into everything you do but don’t list data points. That’s bad lobbyist behavior.
Avoid the “data headache”
- Track only the essentials.
- Have a plan for what’s next if you decide to use advanced data sets. Pitfalls include misinterpretation, data health, shock, and cost.
- You aren’t going to discover a mythical creature amongst your data points.
- Don’t begin a message with data
- Data should complement your message, not be the main focal point
- Avoid data overload
- Show real applications of success or failure
Innovative examples where data provided the winning edge: AHAs 2017 Lobby Day
- Half of campaign was treated as a test period then second half was putting lessons to work
- Everything was tested– subject lines, content of emails, sending on weekend, change the form
- What worked: Early morning sends (increased action by 30%), weekend email (long-form got people active), frequent email sends, fun email subject lines/ names, text messages, Facebook Live
- What did NOT work: Afternoon send, take action link above content/ greeting of email
- Overall statistics: 367,409 reached, 4,133 FB live views, 14,000 actions