By Jim Barney
When a friend turned would-be state politician, it didn't take long before he realized the role of technology and its importance to a small and under-funded campaign.
The obvious questions arose: Where will he get the expertise to set up a website? What about content, a database, e-mails and online contributions? Does he have an IT volunteer to lend a hand? How will he pay for all of this?
Large campaign or small, it takes a tremendous investment in time, effort and money to get elected. But many small to mid-size campaigns are inexperienced and ill-prepared to meet many of the challenges they face. Ironically, small campaigns need the tools of technology just as much as larger, well financed campaigns, but they are the least equipped to gain access.
The conundrum for small political campaigns today is that it takes technology to win, but how can you access it without a big investment?
It's not surprising that, with limited organizational infrastructure and a temporary management team, small campaigns do not have the luxury to hone strategy, deal with information technology, or to improve effectiveness. Nor do they have the incentive to think beyond the immediate, much less invest cash into the campaign for anything tangible. The result is a unique group dominated by tiny organizations that is filled with many talented and dedicated people, but one that is far less effective than it could be in achieving its mission.
Campaigns have an absolute mandate to allocate all the resources into the mission of getting a candidate elected, yet there is continual pressure to keep administrative and overhead expenses low. But working to get someone elected in the political arena is extremely competitive. And the best managed campaigns have a full arsenal of online tools centered in a bright, engaging website.
Information technology must be incorporated into any election bid to improve efficiency and outcome. The electronic tools to help you compete are out there for the asking, and best of all, high quality and comprehensive software packages are available inexpensively.
Do not let price be a barrier to entry for online campaign tools! Shop around on the internet. It's a buyer's market.
As you begin your online campaign efforts, you must strive to automate manual processes, find ways to squeeze every bit possible out of your resources, use the tools that are available and streamline everything. Keep everything simple.
Here are examples of how technology will help:
It's About The Internet. If you want to communicate your policies, ideas, background and abilities effectively, then do it electronically. The first place people search for information is online. They Goggle, find information about you and then visit your website. Why? Because it efficient, informative and in the comfort of their home or office. If you can get them aligned with you online, they will click on the donate button…or volunteer or evangelize and more.
It's Always About The Money. It's no secret that supporters give online, so make it a priority to collect money through your website. It takes money to get elected. Don't kid yourself about the required effort to keep the money flowing in. Online services that enable you to collect credit card payments are available for as little as $25 to set up. Plus, they're loaded with features.
A few of these web-based services only require payment on a transaction-based fee, so you don't pay them unless you receive payments. Any financial barrier to entry is removed. You will have complete financial records, state and federal election commission files, a database of patron information, automatic receipts, and many other timely management programs and standardized fundraising software.
Communicate Now! Communicate Often! The internet makes it easy, limitless, effective and inexpensive to communicate effectively. Direct mail is good, but the internet is better…and it costs less. If you can, do both. Support your direct mail with online activities…you will save money and time. Leverage your direct mail message by providing more detail, depth and insight online. Remember, always make it easy and convenient for supporters to make a contribution of money and time by a mouse click.
Love Your Data! It's almost as valuable as cash. If cash is king, then your collection of data is queen. Job one is to get elected; then get reelected. Either way, it's much more efficient if you retrieve as much information as possible about your constituents and those who support your candidacy.
For example, who donated, when, and how much did they contribute? Are they a teacher, a lawyer, a nurse or a business person? Are they willing to assist? Whom do I contact? Address, phones, emails, languages? Which zip code? Shop around for a database. If your campaign is small, you can manage nicely with database capabilities included in some online payment transaction services.
In a more sophisticated campaign, you can get a great database and fundraising package for less than $300 that provides financials, reporting, calendaring and much more. If you are more seasoned in IT, try a free open source application, like Drupal, Joomla or Plone. But please, if you are a beginner, get some help and set it up right. It will be the most valuable weapon you have in your election campaign arsenal!
Nothing ever replaces the human touch; face-to-face with your constituents is the most effective way to get your points across. But technology will boost your efficiency and lower your costs. When a constituent visits online, be sure that they get to know you and what you represent; give them the ability to make a financial contribution; enable them to volunteer and gather as much demographic information as possible. It will serve you well.
Jim Barney is Vice President of sales & marketing for
Click & Pledge, an online fundraising and software
Company serving thousands of political organizations.
Jim can be reached at Click here to contact this Author
