Jonah Patel
Political campaigns have access to vast amounts of data about voters, which they use to inform strategies and tactics. This data is gathered from a variety of sources, including public records, social media, and consumer data purchased from private companies. Political campaigns use tools to analyse and act upon this data, such as data management software, event management software, email marketing software, and social media management software. These tools enable campaigns to target specific voter demographics, inform advertising, and optimise fundraising and volunteer management. As technology develops, campaigns are increasingly using artificial intelligence and machine learning to gain deeper insights into voter behaviour and preferences.
| Characteristics | Values |
|---|---|
| Purpose | To manage campaigns, donations, and fundraising events for elections |
| Data sources | Public data like voter registration, party registration, address, and participation information; social media data; data from companies like Experian or Acxiom, which can include real estate property records, estimated income levels, consumer purchasing patterns, and demographic data |
| Data management tools | Aristotle, Salesforce, HubSpot, L2, Target Smart, Civis Political Subscription, i360, PDI, NationBuilder, GetThru, iDonatePro |
| Communication tools | Mailchimp, WhatsApp, Gmail, Eventbrite, Whova, Cvent, EZ Texting |
| Compliance | GDPR, CCPA, data privacy regulations, voter microtargeting rules |
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What You'll Learn
Data collection and management
Data is an extremely valuable commodity for political campaigns. In the United States, data is used on over 200 million voting-age Americans to inform strategies and tactics. Political campaigns use the same tricks as behavioural ads, pulling data from a variety of sources to create a profile of a potential voter.
There are a variety of tools available to help political campaigns collect and manage data. These include data management tools such as Aristotle, which specializes in data-mining voter data, and voter file software, which are digital databases of voter information. There are also integrated platforms that combine various campaign tools under one unified system, allowing seamless data sharing and synchronization. For example, API-first platforms can combine email marketing, social media management, and web content management software.
Campaigns can also use tools such as Google Analytics to gain valuable insights into website traffic and user behaviour, enabling them to optimize their online presence. Other tools like iDonatePro provide advanced fundraising solutions, making it easier for candidates to secure financial resources.
It is important for campaigns to ensure that their data collection and management practices are ethical and compliant. This includes clearly disclosing campaign sponsorships, tracking all donations and campaign spending, and following data privacy regulations. Campaigns should also balance digital outreach with personal interactions to create meaningful connections with constituents.
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Data analytics and insights
Political campaigns use data analytics to inform decisions about where to send mailers, which places candidates should visit, and where to target TV ads. They can also use data to "microtarget" political ads to specific voter demographics on social media and online platforms. For example, campaigns can target Facebook users based on multiple data points, such as their interests, location, and language. Similarly, Google and YouTube allow campaigns to target ads based on age, gender, and postal code.
Several tools are available to help political campaigns collect, analyze, and interpret data. L2, for instance, provides high-quality voter data to election campaigns, with datasets on registered voters, census data, election returns, telephone files, and lifestyle and issue data on individual voters. L2's VoterMapping product allows campaigners to perform voter analysis, filter from thousands of voter demographics, and export targeted voter lists. Aristotle is another data management tool used by senatorial and congressional campaigns to specialize in data-mining voter data.
Campaigns can also use AI-powered tools to gain deeper insights into voter behavior and preferences. For example, i360 uses AI to set the standard for predictive models, and the New York Times demonstrated a "Covid concern score" by analyzing cell phone location data and ranking people based on travel patterns during the pandemic.
To measure the success of digital campaign efforts, campaigns can track website traffic, social media engagement, polling data, email open rates, event registration and attendance, fundraising progress, and, ultimately, voter turnout. Google Analytics is one such tool that provides valuable insights into website traffic and user behavior, enabling campaigns to optimize their online presence.
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Targeted messaging and outreach
Political campaigns have access to vast amounts of data about potential voters, including their shopping habits, hobbies, demographics, and more. This data is collected from various sources, including voter records, social media platforms, and data brokers. By analysing this data, campaigns can create targeted messaging and outreach strategies to increase engagement and enhance voter turnout.
One example of targeted messaging is microtargeting, which involves using data from voter databases, social media, and behavioural insights to create tailored messages for specific voter segments. Microtargeting allows campaigns to focus their resources on high-probability voter groups, such as swing voters or undecided individuals, and create more intimate voter experiences. For instance, during Barack Obama's 2008 campaign, extensive voter data was collected to segment the electorate into small, manageable groups, allowing the campaign to personalise outreach efforts for specific demographics.
Campaigns can also use data to decide whom to target in their outreach efforts and how to reach them. Data firms create detailed voter profiles by combining state and local voter files with data from other sources, such as purchasing behaviour and census information. Campaigns can then use these profiles to predict people's opinions on candidates or issues and determine the best channels for communication, such as mailers, TV ads, or social media platforms.
Digital tools, such as SMS marketing and email blasts, are also used to target specific voter demographics and inform canvassing, fundraising, and Get Out the Vote (GOTV) efforts. EZ Texting, for instance, is a tool that allows campaigns to send bulk texts, one-on-one messages, and manage contacts easily. Email marketing tools like MailChimp and ActiveCampaign are also used to keep voters updated on campaign details, upcoming events, and donation requests.
While targeted messaging and outreach have proven effective for political campaigns, there are also concerns about privacy, transparency, and social fragmentation. Some scholars have called for the regulation of data use in campaigns to address these issues.
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Grassroots campaigning and volunteer management
Volunteers are the backbone of any successful political campaign, and several data tools can help with grassroots campaigning and volunteer management. These tools can simplify the process of coordinating volunteers, tracking their interactions with voters, and optimizing their efforts, enabling campaigns to maximize their outreach and grassroots support.
For instance, Grassroots Unwired's Mobilize is an events management and volunteer recruitment platform that provides an extensive network of over 4 million supporters. It helps campaigns recruit volunteers and connect with other organizations. It also offers automated communication features, allowing campaigns to stay in touch with supporters using personalized emails and text messages. Additionally, Mobilize includes a user-friendly feature for creating and editing volunteer sign-up forms without any coding or web design experience required.
Another useful tool is Impactive, which is used by organizations like the Democratic Congressional Campaign Committee. It offers a full suite of political campaign tools with a powerful relational organizing feature. Impactive makes grassroots campaigning more accessible by using crowdsourcing to gather contact data from volunteers.
ActBlue is a donation management tool specifically designed for Democratic candidates' political campaigns. It provides a free fundraising platform to help grassroots campaigns capture as many donations as possible. ActBlue offers various tools, such as A/B form testing, tandem fundraising, and a single-click payment system, to streamline the donation process and maximize fundraising potential.
Other tools like NationBuilder and GetThru also assist in volunteer management, making it easier to coordinate volunteers and track their interactions with voters. Furthermore, integrated platforms like NGP VAN provide centralized data management and seamless synchronization, enabling campaigns to work efficiently, make data-driven decisions, and maximize their outreach.
While technology is essential, campaigns should avoid solely relying on digital tools without prioritizing personalized voter engagement. Balancing digital outreach with personal interactions, such as door-to-door canvassing, is crucial for creating meaningful connections with constituents. Additionally, campaigns must ensure data security and compliance with regulations like GDPR and CCPA to protect sensitive voter information.
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Ethical and legal considerations
The use of data tools in political campaigns has raised ethical and legal concerns around privacy, transparency, and social fragmentation. While data-driven campaigning can provide valuable insights for political campaigns, it is important to consider the potential impact on individuals' privacy and the integrity of the democratic process.
One key ethical consideration is the potential for data-driven campaigns to unfairly influence voters without their knowledge. Political campaigns collect and analyse large amounts of personal data, including voter records, purchasing history, demographic information, and online behaviour, to create detailed profiles of potential voters. This data is then used to target individuals with tailored messages and advertisements on social media and online platforms, as well as through mailers and TV ads. However, the invisible nature of these techniques can make it difficult for individuals to be aware of how their data is being used and whether their decisions are being unfairly influenced.
Additionally, there are concerns about the use of artificial intelligence (AI) in political campaigns. AI has been used to create fake robocalls and news stories, generate campaign speeches, and craft fundraising emails. The lack of federal rules and ethical guidelines for using AI-generated content in political campaigns has raised alarms among experts. The challenge of detecting and addressing manipulated content and deep fakes is also a growing concern.
To address these ethical and legal considerations, regulatory bodies have been working to establish guidelines for the use of personal data in political campaigning. For example, the UK's Information Commissioner's Office (ICO) has published guidance to help campaigners comply with data protection laws, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 (DPA), and the Privacy and Electronic Communications Regulations 2003 (PECR). This guidance aims to ensure that the use of personal data in political campaigning is transparent, fair, and does not undermine the democratic process.
Furthermore, social media platforms such as Facebook, Google, and YouTube have implemented limitations on audience targeting for political ads. For instance, Google and YouTube have restricted targeting based on age, gender, and postal code, while Facebook allows campaigns to target specific individuals or similar audiences but does not reveal the identities of those who viewed the ad. These platforms have also temporarily paused political ads during certain periods, such as around the November election in 2020.
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Frequently asked questions
Political campaigns use data tools to gather information on potential voters, including who they are, where they are, and how to reach them. This data is purchased from companies like Experian or Acxiom and can include real estate property records, estimated income levels, consumer purchasing patterns, and demographic data. Campaigns can also target voters on Facebook by layering multiple data points, such as whether they have adult children or are interested in electric cars.
Some specific data tools used by political campaigns include:
- L2: VoterMapping product that allows campaigners to perform voter analysis, filter from thousands of voter demographics, and export targeted voter lists.
- Target Smart: Maintains voter data containing demographic, financial, and lifestyle information on over 200 million US consumers.
- Aristotle: A data management tool that specializes in data-mining voter data.
- i360: Offers a closed-loop suite of grassroots technology that integrates with their action management system.
- Civis Political Subscription: Provides campaigns with immediate access to high-quality forecasts and models for every race, from national to local levels.
Free data tools for political campaigns usually take the form of software with limited plans and event management tools. Examples include Eventbrite, Whova, and Cvent. Most digital campaign tools also offer free trials.
Data tools help political campaigns make informed decisions about where to send mailers, which places candidates should visit, and where to target TV ads. They can also be used to microtarget political ads to voters on social media and online platforms. Additionally, campaigns can use data to track who has requested an early or absentee ballot to follow up with those who haven't voted yet.
It is important for political campaigns to ensure that their digital campaigns are ethical and compliant. This includes clearly disclosing campaign sponsorships, tracking donations and spending, following data privacy regulations, abiding by voter microtargeting rules, and avoiding the spread of misleading information or the use of voter manipulation tactics.
Political campaigns gather data from a variety of sources, including voter records, public data, social media, and consumer purchasing patterns. They also collect data through volunteers using tools like Impactive, which uses crowdsourcing to gather contact data. Additionally, campaigns can purchase voter information from most states, which includes voter registration, party registration, address, and participation information.
