Our 2021-22 Strategy

Improving Democratic digital, building electoral power up and down the ballot.

voter voting
ballot going into ballot box

LEARNING FROM 2020

As we formed our 2022 plans, we first looked back at aspects of our 2020 program that show the most promise for the upcoming cycle:

Direct Support to States -
Working with 149 state legislative campaigns, we raised $750K via email, delivered 138 million digital ad impressions, and supported across all digital marketing needs, driving high scale and efficacy.

Experimentation and Vote by Mail - With our 2020 Vote-By-Mail program, we drove 434,073 voter signups for mail ballots, leveraging innovations in digital ad targeting and SMS voter hotlines to drive incremental voting behavior more than eight percentage points above baseline. Especially important was that a large percentage of the voters did not have contact information available on the voter file, meaning that we reached voters that likely saw many fewer political messages.

Tech Tools –
Developed and deployed software that helped more than a hundred campaigns with fundraising workflows, voter contact analytics, and digital spending competitive intelligence.

Capitol building with Republican elephant in front

THE LANDSCAPE THIS CYCLE

Here's how we see it. The GOP is continuing to activate decades of investments in the states to pass far right-wing legislation as Trumpist elements take over traditional Republicanism. Although true at all levels of the ballot, this is especially true in state legislatures, where low turnout makes it easier to win Republican primaries from the right.

59 Republican-controlled state legislative chambers

6 Republican seats needed for U.S. House control

~2% Democrats' structural disadvantage in 2022 owing to incumbency advantages, gerrymandering, and voter suppression


What can we do about this? The need to improve our campaign execution is higher than ever, and that starts with continuing to focus on data-driven learnings about what really works for Democrats online and then scaling those learnings.

WHAT WE'RE DOING in '22

A cartoon of a woman in front of a podium
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DIRECT SUPPORT IN STATES

SKILLED VOLUNTEERS + STAFF = High quality, high scale, very low cost.

Electing state Democrats is how we protect our democracy. We plan on working directly with 175 state legislative campaigns in 2021-22, supporting digital strategy, training, and the execution of websites, email fundraising, digital ads, and texting.






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EXPERIMENTATION AND VOTE-BY-MAIL

VOTERS ARE HARDER TO REACH AT A TIME WHERE VOTING IS HARDER THAN EVER.

Ad targeting and messaging experiments. Reaching voters as ad privacy rules change requires new ideas. We’re running randomized controlled trials to refine our ad targeting and messaging.

Doubling down on vote-by-mail.
We’ll bring our bleeding-edge digital marketing program to help mitigate the information gaps widened by voter suppression legislation.






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laptop with graph
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LEARNING ENGINE

ANalyzing and sharing what works, cycle-over-cycle

Current and past campaigns working together. We're making it easy for our volunteers, staff, and campaign partners to access and analyze the past and current data they need to make the best decisions.

The flywheel is spinning. This is a long-term project with exciting opportunities for training, best practice reports, and software tools to help thousands of campaigns.

MAKE AN IMPACT

ONE GIFT HELPS HUNDREDS OF CAMPAIGNS