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Barack Obama's campaign for the US presidency provides some useful lessons for the voluntary sector. All charities, big and small, can learn from the tactics used by the campaign, and its successful marriage of new online techniques with classic campaigning methods.
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What charities can learn from the Obama Campaign
Jennifer Shea, Research DirectorGemma Tracey, Researcher
Telephone: (020) 7426 8888
Email: gemma.tracey@nfpsynergy.net
Web: www.nfpsynergy.net
Why all the interest in Ohio?
Where IS Ohio?
Agenda
1.Introduction
2.A consistent message and a strong and OPEN campaign
3.Using new media to enhance (not replace) traditional campaigning
4.Keeping up the momentum
An OPEN Campaign
• On demand• Personal• Engaging• Networks
Source: Resource Interactive, http://theopenbrand.resource.com/framework.php
The importance of a consistent message
“Obama almost never delivered a speech from a lectern unless it was festooned with the word
“change”. On Election Day, 34% of the voters said that they were looking for change, and nearly 90%
of those voters chose Obama.”
Ryan Lizza, The New Yorker, 17th November 2008
Americans Abroad for Obama
First Americans for Obama
Jewish Americans for Obama
Obama Kids
LGBT Americans for Obama
Veterans for Obama
Creating a strong visual brand
Republicans for Obama
Ceding some control to supporters can bring huge rewards
…but be prepared!
1.Introduction
2.A consistent message and a strong and OPEN Brand
3.Using new media to enhance (not replace) traditional campaigning
4.Keeping up the momentum
Email No. 1 – be specific with deadlines
Email No. 2 – make supporters feel connected to something bigger
Obama’s background as a community organiser
Email No. 3 – Give supporters the tools to get involved
Email No. 4 – Give supporters a voice
Email No. 5 – Make it easy for people to get involved
Website screenshot No. 1 – Easy to sign up
Website screenshot No. 2 – local information
Website screenshot No. 3 – show people how they are making a difference
1.Introduction
2.A consistent message and a strong and OPEN Brand
3.Using new media to enhance (not replace) traditional campaigning
4.Keeping up the momentum
Website screenshot No. 4 – Don’t forget to say thanks!
Follow-up email No. 1 – Keep supporters involved
Website screenshot No. 2 – Moving on, with supporters
What can charities learn?
• Use new media to capitalise on supporters’ existing networks and build engagement
• Give supporters the tools they need to be activists
• Trust supporters and give them a voice
• Keep supporters on board after a goal is achieved
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