Learning from a loss – digital lessons from the 2013 BC NDP Election campaign

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Government & Nonprofit

Published on April 2, 2014

Author: elijahv

Source: slideshare.net

Description

It’s often said that we can learn more from failure than success. We’ll be taking a look at the BC NDP 2013 election digital strategy, talking about successful tactics and tools, and the lessons we learned. Despite the failure of the campaign, the digital effort – online engagement, fundraising, and outreach – broke new ground in many areas.

PRESENTER
Michael Roy is the Director of Communications at the BC NDP. He oversees the party’s digital outreach and paid media, and had the pleasure of working with a talented team during the last campaign.

Learning from a Loss Digital Lessons from the 
 2013 BC NDP Election Campaign

Michael Roy BC NDP Director of Communications ! @mikelroy

“Trying is the first step towards failure.” –Homer Simpson

Social Media • Fresh • Engaging • FAST

Teradek Bond

LESSON SPEED IS THE KEY METRIC 
 WHEN IT COMES TO 
 COVERAGE AND ENGAGEMENT

“Ground Game” 1.Identify your supporters 2.Get then to the polls

NDP Vote NDP Vote NDP Vote “Cross Tabs”
 Analytics Database Reports Better lists Data
 Analytics NDP Vote NDP Vote

LESSON WHEN TIME AND MONEY ARE SHORT, 
 YOU HAVE TO BE ADAPTIVE, CREATIVE AND FLEXIBLE. DON'T LET PERFECT BE THE ENEMY OF THE GOOD.

CiviCRM Fundraising database

Donor Segments •Previous online donors •Previous donors who’ve never given online •New donors

A/B Testing • Big font vs small font • Large button vs small button • Long email vs short email • With “P.S.” vs without “P.S.” • Profanity vs no profanity • Ugly email vs beautiful email

LESSON TEST EVERYTHING. THEN TEST AGAIN.

NDP Vote “CrossTabs” Analytics Predictive
 Dialer CiviCRM Website (Drupal)

VAN Bluestate Digital Predictive Dialer Build the Hope Obama 2008

LESSON BREAK DOWN SILOS 
 – BOTH HUMAN AND DIGITAL 
 – BY PLANNING AHEAD

Tracking poll image removed by request of presenter

LESSON DON’T RELY ON JUST ONE METRIC. USE MULTIPLE DATA POINTS TO ASSESS HOW YOU’RE DOING.

LESSON START EARLY, 
 TRAIN YOUR END USERS, 
 AND INTEGRATE THEIR FEEDBACK.

Lessons learned • Speed matters most. • Be adaptive. Perfect isn’t the enemy of good. • Test everything. Then test again. • Break down silos - digital and human • Don’t rely on just one metric • Start early. Train your people. Integrate feedback.

Questions? @mikelroy

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