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Voter Targeting, Grassroots Style! Presented by Josh Wolf Director of Data and Technology at NOI
Presenter: Josh Wolf Director of Data and Technology at
OBJECTIVES: ‣ By the end of this session, you will know how to use a voterfile to target and contact likely voters for your local campaign.
AGENDA: ‣ Why Target? ‣ Likely Voters ‣ Using the Voterfile to Target ‣ Creating Walk Lists and Maps ‣ Next Steps ‣ Q & A
Why Target? Limited Resources: Time, People, and Money
Who to Target Tier 1 Targets Share your beliefs (Same Party) Likely to Vote Tier 2 Targets Share your beliefs (Same Party) Unlikely to Vote Tier 3 Targets Undecided Voters (Non-Partisan) Likely to Vote
Shared Beliefs Who shares my beliefs? People in my Party Some Non-Partisans or Independents Family Members and Friends (sometimes) Friends of Family Members and Friends (sometimes)
Likely to Vote What makes a voter likely to vote? Likeliest Voter: Voted in 2006, 2008, 2010 Likelier Voter: Voted in 2008 and 2010 Likely Voter: Voted in 2010 What makes a voter unlikely to vote? Voted in 2008, not 2010 Registered to vote, but has not voted
Get Ready to Target! Materials and Resources Needed Voterfile for the Elected Office District (visit the election finder to contact your local Board of Elections) Microsoft Excel Internet Understanding the Voterfile Name, Address, Party, Precinct, Voting History, Election Districts Comes in many formats, so be prepared to be surprised!
How to Target Grassroots Style Targeting Matrix Party 2006, 2008, & & 2010Only 2010Only 2008 Democrat Non-Partisan Republican
How to Target Grassroots Style Targeting Matrix Party 2006, 2008, & & 2010Only 2010Only 2008 DemocratTier 1 Target Tier 2 Target Non-PartisanTier 2 Target Tier 3 Target RepublicanDanger Zone
Using the Voterfile to Target EXAMPLE: Bratton Township 977 Registered Voters 64% Average Turnout (2004, 2008) Predicted Turnout Number: 626 Projected Win Number: 326 PROCESS: Sort by Precinct, Party, 2010G, 2008G, 2006G Run Counts and Fill-in the Targeting Matrix Label Targets by creating a new target column Sort by Target and copy into a new sheet
Targeting Matrix Results WIN NUMBER for BRATTON PRECINCT: 326 Party 2006, 2008, & & 2010 Only 2010Only 2008TOTAL Democrat Tier 1 Target 83 Tier 1 Target 14 Tier 1 Target 7 Tier 2 Target Non- Partisan Tier 2 Target 78 Tier 2 Target 58 Tier 2 Target 34 Tier 3 Target Republica n Danger Zone 0 TOTAL
From Targets to Walk Lists PROCESS: 1.Standardize the Address into two columns: Street Number and Street Name (Excel Functions: Text to Column/Concatenate) 2.Sort by Street Name, Street Number 3.Insert Page Breaks after each Street Name change 4.Hide information not applicable to volunteers 5.Rename Topline 6.Insert Polling Location (lookup on the board of election site) 7.Create Status, Support, Yard Sign, Notes Columns 8.Choose Print Titles and Select Rows to Repeat 9.Choose to Print Page Numbers 10.Choose Landscape 11.Scale the pages to fit on one sheet of paper 12.Preview before printing
From Walk List to Maps PROCESS: Visit Copy and Paste the Addresses and Click Start Geocoding Wait In the Results as Text Box, Select All and Copy Paste into your workbook Text to Column Create a new table in Google Documents Import the file with the longitude and latitude Export the KML file Upload into maps.google.com Count out households, print maps, and pair with walk sheets Provide your volunteers with a brief training on how to read the map, enter statuses, use the script, and then go win some votes!
A Completed Map
Data Driven Campaigns The Volunteer Walk is Over – Now What? Celebrate your volunteer’s work! Collect all walk packets, even those unfinished, from volunteers Enter all information into your Data Tracking Sheet Analyze the Data by Sorting by Target and Support, by Updating your Targeting Matrix
What’s the Data Mean? Party SupportGoal% to Goal Democrat % Non- Partisan % Total (vote goal) 17.17% Support Tracker
Next Steps More Volunteer Walking! For Identification purposes, resort the walk sheet by Status then Street Name then Street Number Rework the previous walk sheet and map process for NH’s For Persuasion purposes, resort the walk sheet by Support and Status Rework the previous walk sheet and map process for Maybe’s and NH’s For GOTV Purposes, resort the walk sheet by Support Rework the previous walk sheet and map process for Yes’s