Professional Documents
Culture Documents
The New Little Black Book of Politics (CuPpY)
The New Little Black Book of Politics (CuPpY)
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VOTE
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RS
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CONS
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T ITUEN
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CONSTITUENT RELATIONSHIP MANAGEMENT:
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TS
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THE NEW
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SUPP
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OR
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TERS
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DONO
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RS
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OF POLITICS
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T h e G r a d u at e S c h o o l o f P o l i t i c a l M a n a g e m e n t
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INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET
ACKNOWLEDGEMENTS
Constituent Relationship Management: The New Little Black Book of
Politics is a publication of GW’s Institute for Politics, Democracy & the Inter-
net.
Julie Barko Germany, deputy director of the Institute, is the principal editor
of this publication. Peter Churchill (Center for American Progress) is the assis-
tant editor. Ed Trelinski (event manager), John Neurohr (research assistant), Riki
Parikh, Ryan Sullivan, Zach Morgan (researchers), and Chris Brooks (financial
manager) assisted with the research, editing and writing. The staff of Adfero
Group provided invaluable assistance and helped with the research. Carol Darr,
director of the Institute, provided additional editing. Ian Koski of On Deck Com-
munication Studio designed and paginated the publication.
This project benefited greatly from the advice and assistance of many in-
dividuals. We especially thank all of our authors: Their opinions, however, as
interesting and provocative as they are, do not necessarily reflect those of the
Institute.
IPDI is the premier research and advocacy center for the study and promo-
tion of online politics in a manner that encourages citizen participation and
is consistent with democratic principles. IPDI is non-partisan and non-profit
and is a part of the Graduate School of Political Management at The George
Washington University. F. Christopher Arterton is dean of the school. For more
information about the Graduate School of Political Management, visit www.
gwu.edu/~gspm.
For more information about the Institute for Politics, Democracy & the Inter-
net, visit http://www.ipdi.org.
Table of Contents
Introduction By Julie Barko Germany ..................3 Chapter 12 - The End of the Campaign and the
Beginning of Elected Office: Correspondence
Part I – An Introduction to Constituent Relationship Management and CRM
Management By Daniel Bennett ............................................53
Chapter 1 – Constituent Relationship Part III – CRM for Advocacy and Nonprofits
Management: How Smart Business Equals
Winning Politics Chapter 13 – Finding the Lifeblood of Your
By Peter Churchill ...............................................8 Nonprofit
By Jason Zanon.................................................58
Chapter 2 – Putting Ideas into Action: Principles
and Applications of Constituent Relationship Chapter 14 – Not Just for Political Candidates:
Management Voter Files and Constituent Relationship
By Jeff Mascott, Ken Ward, and Julie Barko Management
Germany ...........................................................14 By Catherine Geanuracos .................................60
PART I
An Introduction to Constituent
Relationship Management
You probably already have a database, and you probably already use it to
help you generate communications with your constituents – things like email or
direct mail. This section isn’t designed to tell you that databases are important.
Rather, the authors in this section want to challenge the way you think about
your database – and for that matter, the way you think about the entries in your
database, your constituents.
This section draws heavily upon lessons from the corporate world, where
relationship management developed in the 1990s. Our authors don’t want to
preach to you: they want to show why the business world changed, what differ-
ence it has made, and how you can adopt some their practices for your political
activities – whether you run a campaign, a congressional office, or a nonprofit
organization.
you do not first listen. And after all, isn’t being heard
Thus, from Newman's perspective of the cam- exactly what we as voters want in the first place?
paign platform as the product, the campaign's role The most notable example of a campaign that
is to ensure that research and polling shape the plat- sought to create a two-way conversation with the
form to the voters’ preferences and use the candi- voters was Howard Dean’s campaign for the 2004
date's physical presence, experience and record in Democratic presidential nomination. More than any
office to reinforce the overall impression created in other campaign before, they used technologies such
the mind of the voter. So when a person votes, New- as blogs and the social networking abilities of web-
man argues, he or she is not choosing a particular sites like MeetUp.com to attempt to build a genuine
politician but rather making a choice about which two way relationship with the voters. Although neces-
candidate's positions on certain issues most reflect sity may have dictated this approach (the campaign
his or her own. lacked the resources to build an infrastructure to rival
In an age of special interest groups and the so- anything that candidates like John Kerry had in place),
called “Culture Wars,” people are increasingly likely it owed more to Joe Trippi’s belief in the power of the
to vote based on their position on a few issues, rather Internet to create a new kind of political community.
than their loyalty to a particular party. If the campaign It was a deliberate strategy to “decentralize the
platform is the product, then it is surely true that a campaign…and let the momentum and decision
campaign needs to work out which issues are impor- making come from the people.”10 Although Dean’s
tant to each individual voter, identify their concerns campaign ultimately failed, he demonstrated that if
and then seek to persuade them to “buy” as much of people to feel part of a campaign and have a stake in
the campaign’s platform as possible. And, as noted that campaign, it will yield results. The relationship
earlier, when people are buying a service – any ser- with the voters that his campaign fostered greatly
vice – the Internet has made it easier than ever to enhanced the amount of time and money that was
compare the features they consider important about donated to the campaign compared with those who
a product and determine which best satisfies their chose to pursue the more traditional approach to
needs. campaigns.
Targeting can take many forms, from targeting an advertising campaign to a certain audience, to seg-
menting the most valuable customers who are worthy of greater attention, to isolating those who are the
least valuable. While this sounds harsh, determining that someone is not persuadable is a good way to
conserve resources – especially for a national organization or campaign.
This need to target is one area of the CRM process that political campaigns have generally already ab-
sorbed. With limited resources and time, it has always been imperative that campaigns know how to focus
their resources on the right voters. As Ron Faucheux succinctly puts it, “The idea is to use your resources
where they will do the most good… use those precious resources on voters who need to be convinced.”
For Faucheux, effective targeting is vital to ensuring that a campaign uses its resources efficiently and dis-
seminates its message effectively, without which a campaign will not be victorious.
Even in the past when voter history data was only available from the party as a paper report, campaign
managers and their field staff sought to identify which precincts and wards were strongly for their party,
or swing areas or strongly supportive of their opponent. As further advances in technology made accurate
telephone polling cheaper, campaigns were able to identify segments of voters who were open or hostile
to a candidate’s message, and target them accordingly with direct mail, radio and television advertising.
Hal Malchow makes this same argument about the need to focus resources in his book, The New Politi-
cal Targeting. In his view, often only ten percent of the electorate is persuadable and will actually vote come
for your candidate on Election Day. But Malchow argues that most modern campaigns have failed to adopt
recent developments in targeting techniques used by commercial marketing firms. As a result, they do a
poor job of finding those voters, mainly because the political establishment now relies too heavily on data
gathered by pollsters for performing accurate contact targeting. In his view, while polling data is extremely
important in shaping the campaign’s message, it is poorly suited to contact targeting, since the small
sample size and time constraints of a 500 person poll mean it is not possible to gain an accurate picture of
the sub-groups. Moreover, it is difficult to incorporate into the survey results crucial targeting information
such as voter history, which can then be compared with voter list files and updated as necessary.
Malchow lists three developments that he considers fixtures of modern commercial targeting solu-
tions, and his solution is simple:
• Collect more data.
• Conduct better analysis and measurement, and
• Be accountable.
Of these, he feels the political world has only progressed in the area of data collection, which while
necessary, is of limited value without the other two developments. If your campaign, nonprofit, office, or
advocacy group is only doing the first task – collecting data – then you may be wasting your most valuable
resource.
Malchow’s advice on targeting is valuable. But by itself, it is not enough. But coming full circle around
to the topic of CRM, even if the political campaign does put in place all three elements he describes, it
doesn’t necessarily make them voter-centric.
For more information, check out: Hal Malchow. The New Political Targeting (Washington, DC: Cam-
paigns and Elections Magazine, 2003).
do you store that knowledge for later use? How much of your big donors. George signed up to receive more
is all this going to cost? information about your campaign at the registration
CRM helps you understand, anticipate, and re- table. Pre-CRM, George probably signed up on a
spond to your customers needs in an efficient and clipboard or a card. It might have taken days or even
consistent way. A good CRM system helps you learn weeks for your campaign volunteers to add his infor-
what makes your supporters tick, and it helps you re- mation into your database and even longer to send a
spond to their needs – and incorporate their needs thank you message. One month later you get around
– into what you do. It makes customer interaction to sending George a communication – an email ask-
accessible by using the best communication meth- ing him to “donate now.” What are the chances that
od for each customer. For example, it keeps track George will donate to your campaign one month
of the best way to communicate with customers, later, with very little follow-up and a month after the
whether by phone, email, or in person. Do you get initial thrill of hearing your candidate speak has worn
a better response by calling them personally on their off.
cell phones at work or in the evening on their home With CRM, the scenario changes. One of your
phones? Or perhaps they respond best by seeking campaign staffers was manning the registration
you out, through updates on your Website. Maybe table and typed George’s information immediately
they even respond best to instant messages or text into your database on a wired laptop computer. She
messages. noticed that George was already in the database. He
The two keywords are automation and integra- signed up two months ago to receive a yard sign,
tion. Your CRM system should be automated so that which he hasn’t yet received. Your staffer immediate-
it helps you respond when your customers contact ly thanks him for coming and tells him that she will
you and it should be integrated to include all inter- have a yard sign waiting for him to pick up after the
actions (phone calls, face-to-face meetings, email, dinner. She also checks off a box on the database to
sign-up forms on your Website) – not just those that note that George received his sign.
occur online. The next day, your CRM system sends a thank you
Let’s imagine that you want to call the person email to everyone who attended the event, including
who handles your investments. Your daughter has George – an email you actually wrote and approved a
big plans for a study abroad program at college next week and a half ago – directing them to check out the
semester, and you want to move some of your invest- Web video of the event on your Website. A month lat-
ments around in order to help pay for her trip. Un- er, you follow-up with all your event attendees again,
fortunately, you can’t reach the person who normally asking them to consider hosting a house party for
handles your portfolio. He’s on family leave for an your candidate. George volunteers, and the system
extended period of time. What do you do? immediately sends him a thank you message with
further instructions and sends a reminder for you
Before CRM, investment banking firms like yours
to send him a snail mail package including a DVD,
relied on various salespeople to develop relation-
paper materials, and donation forms for his house
ships with clients. It sounds great doesn’t it? It’s nice
party.
to have a relationship with the person handling your
money. But what happens when that person is un- CRM has allowed you to slowly develop a relation-
available? Leave a message and wait for him or her ship with George, integrating online and offline com-
to return your call in a few days? Talk to someone munication without wasting a lot of time.
who knows nothing about you, your account, or your
needs? That doesn’t sound too helpful. Principle 2 – Know Your Customers.
A CRM system takes all those notes about you We like to be understood and have our needs met.
scribbled on sheets of paper or on personal comput- You probably feel the same way, and you’re probably
ers and stores them in one place. All the many sepa- willing to talk about what you want – if only someone
rate “islands” of information merge into one. Other would ask you. Your customers are no different.
salespeople are able to access your client information
CRM helps you recognize what your customers
to help you. That’s integration at work.
are looking for in a political candidate, elected offi-
How does this work in the political space? If cial, trade association, or non-profit and better de-
you’ve ever held a fundraising event, then you know velop your services. You didn’t think your campaign
how important it is to follow-up with your attendees. or office offered services, did you? Chances are good
It is also incredibly time consuming. CRM can help in- that you offer some kind of service – sending bumper
tegrate your online and offline interactions with event stickers to people who sign up to receive them, man-
attendees and automate some of your response. aging constituent requests for a tour of the Capitol
Last week, for example, George Russell attended or a quick passport renewal, lobbying for issues your
your $200 a plate fundraising dinner as a guest of one members care about, etc.
Being able to answer “why” your customers ask
you for something, whether it is voting for a bill or
sending them an American flag flown over the Capi- eral hundreds others – calls your office to express her
tol, as well as “what” they ask you for allows you to opinion. Luckily, the staffer answering the phones
react to your customers more effectively. This works today has access to your CRM program. When Gail
on both a macro and a micro level. For example, CRM calls, your staffer enters her name into the system
allows you to measure every interaction you have with and notices that Gail called the last time a farm issue
people. Every point of contact can be tagged, so that arose. Your staffer thanks Gail for calling, gives her a
you can personalize communications. Surveys can quick update on the last issue – the bill passed – and
help you track preferences and learn about people. asks if she would like to sign up to receive an email
Collecting this type of data has become incred- about the results of the vote tomorrow. The staffer
ibly popular in politics over the course of the past few checks one box, and tomorrow, minutes after the bill
years. Most of us in the political space know that a passes, your system generates an email to Gail, tell-
database or a member list is a valuable commodity. ing her that the bill she supported passed.
Collecting this information is the first step. Storing
that information in one central hub, where staff can Principle 3 – Deliver Good Service.
access the bits of information they need, even if they
If you’re like us, you probably go to the same dry
are on the road or in the field, is the second step. Us-
cleaner every week. Maybe you tried a few places
ing it to personalize communications with your cus-
when you first moved in until you found the right dry
tomers and shape the way you serve them is the third
cleaner. What keeps you coming back? Is it the fact
step.
that the owner greets you by name? Or that the shop
We talk about this third step later on. Right now, always seems to get your stains out – even when they
let’s focus on what the corporate world calls “devel- seem impossible? Do they send you thank you cards
oping a single view of the customer,” or in this case, during the holiday season?
the constituent.
Delivering good quality service helps retain cus-
To use an example from the corporate world, tomers. After all, isn’t good service the reason why
the Dow Jones Newswires, which provide real-time you keep returning to that same dry cleaner! When
financial news, wanted its sales team to have real- it comes to the political space, good service has to
time access to account information. The Newswires be efficient. Despite the medium of communication
continuously received a variety of information from – online, over the telephone, in person, by fax – you
dozens of different directions, and it needed to store need a time-conserving process that will improve
that information in one central hub. They thought be- “customer” relations and reduce support costs.
ing able to access clients and track their needs would
How does a political group deliver good service?
lead to a more effective sales team, so they imple-
Let’s start with what good service in the political
mented a CRM system that allowed them to store cli-
space actually is. Good service isn’t just about selling
ent information in one place and access all aspects of
a candidate, an elected official, or an issue. It is about
an account simultaneously. This made preparing for
identifying each customer or constituent, decipher-
client meetings or answering questions easier, and
ing his or her needs, and serving him or her in as
it allowed customer service professionals to sound
many ways (and through as many mediums) as pos-
more authoritative.15
sible.
If someone like the Dow Jones Newswires thinks
Imagine if after school tutoring programs worked
it is important to develop a single view of its custom-
the same way your campaign or office does. Instead
ers, how important is it to develop a single view of
of greeting each student by name, the tutor addresses
your customers – your constituents? Let’s look at the
all of them as a group. “Hello, group,” she says, “To-
average congressional office. Everybody is juggling at
day I want to talk to you about earth sciences.” What
least a half dozen different issues or tasks – espe-
if your child doesn’t need help with earth sciences?
cially when an important vote nears. And, amidst all
What if he really needs help with algebra? What if he
the hurry and deadlines and work, now of all times is
isn’t even studying earth sciences this year? At then
when the voters back home call to voice their opin-
end of the month, your son has spent hours complet-
ions. You’re tired. You’re multitasking. You never
ing tutoring assignments in reading, earth sciences,
seem to have enough staff. You feel like you don’t
French, and GRE preparation, but no algebra. His
have time to address every caller like you live down
grades haven’t improved, and you haven’t received
the street from them back home. What do you do?
any feedback about your son. Last time you talked to
A CRM system helps you handle the “clutter.” So your son’s tutor, she told you that she was very proud
when the big issues hit – and the calls keep coming of the progress the group made this month and that
in – you don’t have to struggle to find information. the group had read Green Eggs and Ham by Dr. Seuss
It’s all there. Tomorrow, for example, your boss is on its own.
voting on relief for orange farmers after this winter’s
This example seems a little over-simplified, but
big freeze in California. Gail Simmons – one of sev-
the principle is the same. You want your son’s tutor to
address him (and you) by name, design tutoring cur-
15 Salesforce.com
ricula that meets his needs, update you on his prog- Principle 4 – Build Your Business.
ress, and – most importantly – improve his grades in Maintaining customers is important to any orga-
class. We could take this metaphor one step further. nization, but in order to grow, an organization needs
With a CRM system, your child’s tutor would file re- to attract new clients – or in the political world, new
ports every evening in one central hub, so if she is supporters.
sick or cannot make a meeting, another tutor can fill
CRM can identify new “selling” opportunities by
in for her and know exactly what to do with your son.
helping you understand what people value and how
It can also make preparing for meetings with you a
they interact with you. The applications to politics are
lot easier. It simplifies the reporting process, allowing
apparent: you want to reach people by appealing to
the tutor to spend more time with your child.
their interests through the medium that best suits
The same type of thinking can be duplicated in them. Knowing more about people in your district,
elected office. Bernard Smith is planning a trip to Ire- likely donors, potential members, or likely voters im-
land for his 30th anniversary. Bernard plans on taking proves the quality of your communications with them,
his whole family, so he made sure that his entire fam- opening new paths for “customer development” and
ily applied for passports. Two weeks before the trip, retention. The idea is to use the data you collect to
everyone except Bernard’s youngest daughter, Lucy, build new relationships with people.
received a passport – and the passport office has no
Car dealerships do this all the time, even if they
information whatsoever about it.
don’t call it CRM. They often rely on in-bound calls
Bernard calls his congressman’s office. The staffer or queries on their Websites to generate leads. For
answers the phone and asks Bernard how he wants example, if you are in the market for a new car, and
to receive the information release form for an expe- you call the local dealership inquiring about an ad
dited passport – by fax, by email, or simply by logging you saw in the local paper, the salesperson you talk
on to the Congressman’s Website. After the staffer to is probably collecting information about. Are you
works to fulfill Bernard’s request, she calls him on his male or female? What are you looking for in a car?
cell phone at work to let him know that Lucy’s pass- What is a good time for you to visit the dealership?
port is on the way. Later that day, the CRM program Do you know how to get to the dealership? What is
queues an email to be sent that day to Bernard, mak- your phone number? Do you have a second number?
ing sure that there was no problem. Enclosed was an What is the best way to reach you? If the dealership is
additional list of services that the office provides. The smart, it will have the salesperson enter all of this in-
office’s CRM system has been set up so that after formation about you in its database. Later, the sales-
passport casework request is finished, the system is person you meet will use this information to help
prompted to schedule a follow-up call to confirm by sell you a new car. But it doesn’t stop there. Often,
phone that the passport has arrived. Three days later, the dealership manager will look at data from all the
after Bernard called the office, the staffer calls – just incoming calls to determine trends – such as which
to make sure that Lucy’s passport arrived. models or which deals are generating the most atten-
In three months, when Bernard calls to voice his tion and adjust its marketing program if necessary.
opinion about an important piece of legislation, the What do car dealerships and trade associations
staffer who answers the phone pulls up his constitu- have in common? A lot – especially when it comes
ent record and notices that Bernard called months to gaining members and customers. The Association
ago to ask for a passport for his family trip to Ireland. of Small Business Owners (ASBO) runs an annual
After Bernard tells her why he supports the legisla- membership drive. The ASBO uses its core base of
tion, she asks him if his trip went well. The constitu- members and staff to visit small businesses across
ent – Bernard – is at the center. In addition to receiv- the country and share information with the owners
ing the passport, the follow-up call and inquiry about about the ASBO. Five years ago, the ASBO sent vol-
his trip months later shows that Bernard is impor- unteers and staff into the field with a stack of bro-
tant. chures and a few talking points. Every small business
Delivering good service does not begin and end in they visited received the same message, regardless of
Washington, D.C. There is a disconnect in the politi- the size, type, or needs or the organization – or the
cal world between congressional offices in Washing- personality of the business owner!
ton, D.C. and their district staff. This can negatively Today, the ASBO is using a relationship manage-
affect the overall wellness of an elected official’s re- ment system that allows its volunteer force to access
lationship with his or her constituents. Viewing the information about each lead before they visit, all from
constituent as a customer is overlooked, and infor- the ease of their home or office computers. It also
mation about constituent relations is not available to prompts its volunteers with talking points and print-
both sides. Because most CRM programs are hosted able materials geared toward the type and size of busi-
online, you can assign tasks between offices and ness they are about it visit. At the end of each visit,
schedule follow-up. the volunteer logs back into the relationship manage-
ment system and updates it with details about the
conversation, such as which aspects of membership
the small business owner liked the most, which is- Compare the world of Time Warner Media to
sues she cared about, and the best way to reach her the world of the Congressional office. Each Legisla-
with more information. The system then generates tive Assistant (LA) looks ahead to the rapid push of
a response with more information, along with a link bills that pass every year immediately preceding the
to the membership page of the Website, with the August recess. Each of those bills can generate hun-
volunteer’s signature. Or it prompts association staff dreds of constituent communications – email, faxes,
to follow-up with a phone call or piece of snail mail. phone calls, etc. – responding to all of those commu-
When the small business owner signs up as a mem- nications seems impossible.
ber, she immediately receives a thank you response Congressional offices are designed to respond to
from the associations, as well as a quick note from constituent communications in a pre-email world.
the volunteer who recruited her, and an invitation Both the systems they have in place to respond to
to the next event. The ASBO uses the information it email and the technology they use is from another
gathers each year about small business owners want era. Changes in the way incoming communications
to shape its activities and future membership drives. are handled can cut the response time in half, using
a fewer number of resources. With fewer resources
Principle 5 – Plan Ahead. in play on a regular basis, the office can focus more
time on proactive outreach, using all the data collect-
Data without action is useless. The purpose of all
ed about constituents.
the data collected in a CRM system is to reach out
proactively. With a good CRM system, what used to Of course, CRM doesn’t end with the act of col-
be an annoying phone call from a constituent about lecting information. It’s not just what you know that
the vote on tomorrow’s farm bill or the state of the matters: it’s how you use it. The Legislative Assistant
roads in his town becomes an opportunity to learn can use a CRM system to set up “rules.” In other
about and reach out to others. This is a lesson that words, it tells the system to immediately generate an
the business world has known for years. If you think email thanking a voter for her opinion on the issue of
that good customer service is just a gimmick, think roads and telling her that the office will update her as
again. Business development, like politics, revolves soon as the vote occurs. After the vote, the system
around strategy. If you’re using CRM as a quick fix immediately generates a pre-written, pre-approved
strategy, then you’re probably too late to do any email to all 18,500 people who email in support of
good. CRM is a long-term philosophy about the pro- roads. That’s 18,500 emails on the busiest day of they
cess of doing politics that has the ability to affect your year.
bottom line, if you use it well. That is, if you view it
as a flexible tool that helps you create room for your Conclusion
organization, campaign, or office to grow. For many
We’ve used many examples draw from the cor-
of us, a long-term political strategy is identifying your
porate world in this chapter. It’s no secret that the
voters, donors, or members and giving them a way to
corporate world has been evolving over the course
vote, donate, or join you.
of the past decade to become more focused on one
Before you purchase a CRM system, step back. person: the consumer. In an era when “You” is Time
Take a good look at your campaign, office, or trade Magazine’s person of the year, and companies are
association. How do you want your organization to spending fortunes on surveys to find out what con-
run in an ideal world? How would you change your sumers really want, as well as YouTube tactics on and
current way of doing things? How are you organized? off the web to attract new customers, perhaps the
What is the culture of your group? How can you build political world needs to adjust to a new way of doing
an “ideal” you? business in America. “More about me” is what peo-
Time Warner Cable, a giant in the media indus- ple have come to expect, and it’s what they are doing
try, realized a few years ago that even a company as on blogs, in Web videos, during shopping trips, and
big as Time Warner needed a long-term strategy to through their media consumption habits.
improve the quality of its product. Time Warner took Perhaps it is time for the political world to be
time to evaluate what the company need and where more about the voter – the only individual who, at the
it was going. Salesforce.com, the CRM solution they end of the day, makes a difference between whether
turned to, reported that after it implemented a CRM you stay in office or return home. It’s not about a
system with its services, Time Warner condensed the series of quick fixes to conceal the fact that, at the
work of every two full-time employees into one. Time end of the day, we’re all too busy to care about what
Warner’s productivity increased five to ten percent our constituents think. Rather, it’s about construct-
within the first year of using a CRM system, with an- ing meaningful interactions with your supporters,
other twenty percent increase expected for the year. the type of conversations in which you both learn a
The average time period to complete a survey shrunk little more about each other. But it doesn’t have to
from seven days to two, and employees evolved from cost you an office building packed with full-time staff,
working harder to working smarter.
PART II
list to any campaign when considering its data strat- of undecided voters, the effective cost of the mailing
egy:18 is now only $1.43, since fewer pieces of mail are need
to reach those voters.
1. Determine which data will be most valuable However, there are clearly drawbacks to this ap-
for this campaign – race, religion, education, proach. No mailing will be one hundred percent ac-
etc. curate, so if the profiling is incorrect, there is a risk
of never reaching the voters needed to win. Malchow
2. Determine how clean the list is.
offers various suggestions on how to improve the
3. Educate your users as to what data is avail- quality of the targeting. In particular, he advocates
able so they know how to use it in the most CHAID – a tool that is used widely in the commercial
effective way. sector to identify which demographics will respond
4. Enhance the list with commercially available best to a mailing or phone call. Unlike normal polling,
data, such as census figures and so-called Chi Square Automatic Interaction Detector (CHAID)
lifestyle data like magazine subscriptions uses surveys that query large samples of voters but
that will build on point #1. only asks them one or two profile questions. This
data is then appended back into an existing data-
base. Statistical models are then used to determine
Making the Data Work for You which attributes in the database are most effective
Early on, some of the best organizations in the for identifying the groups the campaign needs to
corporate world recognized that CRM should not only win. Although Malchow discusses the use of CHAID
lead to an increase in sales, but could also save them to enhance mailing lists, it is clear that this method-
money as well: “[I]t is often overlooked that CRM can ology could be expanded to give every voter in the
also generate very significant cost savings in the form CRM system a score based on the CHAID analysis.
of the most effective (i.e. right) and more efficient Those scores could include propensity to donate, vol-
– two characteristics that have very direct political unteer, vote in a primary and actually vote on Election
implications (i.e. speedier processes).”19 Day. Just as corporations seek to focus on their most
Let’s use direct mail as our first example of how profitable customers and avoid wasting money on
this process works. According to Democratic direct the least profitable, so techniques such as these will
marketer Hal Malchow, the efficiency of direct mail assist a campaign in identifying similarly “profitable”
is best described as how economically a candidate voters.
is able to reach those groups of voters that make up
the winning coalition.20 The higher the percentage When campaigns become door-to-door salesmen
of targeted voters on the mailing lists that are being
used to raise donations or persuade undecided vot- This leads to a second example where techniques
ers, the more efficient the mailing is said to be. Let’s in the corporate world have been replicated success-
say, as an example, that a campaign decides that the fully by political campaigns. Just as a sales person’s
most effective way to persuade undecided voters is time is best served by focusing on their most valuable
via a direct mail piece. The only way to be sure that customers, so in the political world, the techniques
the campaign reaches all undecided voters is to mail described above ensure those identified as most im-
every voter in the voting area. But this clearly entails portant are focused on by the field team. In Winning
a huge waste of resources to reach perhaps only ten Elections, Lorene Durgin argues that because each
percent of the electorate. So the more accurately the candidate has a limited amount of time to maximize
campaign determines which voters in it database are their exposure to the electorate, a campaign must try
undecided voters, the less mail it has to send to reach to target the most appropriate voters when doing any
that ten percent of the electorate, and the more ef- form of door-to-door canvassing.22 If the campaign
ficient the mailing will be. has a sophisticated CRM system in place that can be
segmented using data captured in a CHAID analysis,
The savings to a campaign can be considerable, it can begin to identify those voters who would be
as Malchow explains.21 If a persuasion piece of mail most persuaded by canvassing from the candidate
costs 50 cents, but only 25 percent of the undecided and/or a regular field canvasser.
voters are reached, the effective cost to reach each
undecided voter is $2. Using data profiling the list The system, using pre-determined database rules
can be segmented more effectively to reduce the based on geography and available volunteers and
amount of mail needed to reach that same group of skills, would allocate the voter addresses to individu-
people. If the same mailing now reaches 43 percent al field workers and volunteers. The CRM system pro-
duces the information, either in paper format or elec-
tronically if the staff has access to Personal Digital
18 Malchow, The New Political Targeting, 235.
19 Gentle, CRM Project Management Handbook, 41. 22 Lorene Hanley Duquin, Winning Elections ed. Ron
20 Malchow, The New Political Targeting, 13. Faucheux (New York: M Evans and Company
21 Ibid., 12. Inc.,2003), 449.
Assistants such as IPAQs or PalmPilots. The people the relationship with that customer…But how can you
visiting can capture the same information – in effect reconcile the need for more and more information
an even more in depth door-to-door CHAID analy- on an individual customer with that customer’s likely
sis. With electronic devices they can also validate the desire to preserve his or her own privacy?”23
information currently stored in the central system, One solution is to adopt the techniques used by
capture missing information such as email and cell “Permission Marketers,” who advocate that all con-
phone numbers, and ideally capture what issues each tact positive and welcome. Particularly with respect
member of the ousehold visited is most concerned to the most intrusive contacts, e.g., calling a voter’s
about. cell phone, the people should have explicitly opted to
When canvassing is complete, the staff returns to receive communication from the campaign, and they
the field office and either enters in the information must always be able to easily and quickly request that
they have captured to the central system or, prefer- the campaign stops any communications with them.
ably, synchronize data they have captured in their When people sign up for email lists on a website, this
PDAs. The campaign can then not only use the data is relatively easy – the website just needs to ensure
to test their current assumptions about the voter pro- that people are aware they will receive emails as a
files, they can also ensure that people who have been result of signing up, and can always opt out at any
visited automatically receive a follow up letter from time.
the candidate based on the responses the field staffer
received, thus beginning the process of building a re-
lationship between the campaign and the voters. All
this data can then be fed back into the central data- Can I Buy Data from a
base to not only further refine the profiling that the
campaign can perform, but using workflow rules, it Company?
can ensure that those who have offered to volunteer
to help the campaign in some way can then be allo- Yes. Many private sector companies have the
cated to a campaign staffer to be contacted. ability to enhance the data used by campaigns in
The scenarios described above will become much ways that the political parties, for legal and prac-
more common in the 2006 and 2008 elections cycle. tical reasons, do not. For instance, a for-profit
broker could offer an advocacy group a subset
of its data at a discount in return for extra infor-
Data Privacy mation the group in question gathers as part of
Campaigns and advocacy organizations must its ongoing operation. The broker could then ap-
consider not only the ethical and increasingly legal pend this information to its main data set, and
responsibilities that the capture and management of then sell this enhanced data to a candidate for a
data entails, but also the extent to which the use of fee.
this data risks alienating the very people a campaign
is trying to build a relationship with. Most people are
not aware of how much data about them is publicly The possibilities that modern communications
available. When the Institute for Politics, Democracy now offer make the issues of permission marketing
& the Internet (IPDI) mailed people a survey last year increasingly complex to monitor. As an example, SMS,
asking about their political donation practices, sev- or text messaging via cell phones is one technology
eral people challenged where IPDI had obtained their that is likely to play an ever larger role in contacting
data from, even though the survey packet clearly said voters for fundraising and mobilization. Although
their name was taken from the publicly available FEC America has been slow to adopt mobile technology
register. While these voters had donated to a cam- when compared with Europe or Asia, the U.S. is rap-
paign, they had no idea this data was then publicly idly catching up. The recent immigration protests
available. Similarly, many people would find the idea in major U.S. cities were often coordinated by text
that a campaign knew which newspaper they sub- messaging. Companies such as Mobile Accord are
scribed to be unsettling, even invasive. offering campaigns the ability to not only use SMS to
For political campaigns, sophisticated data profil- coordinate people for rallies and meetings, but also
ing is still rarely used, and only by the largest cam- to receive campaign donations using SMS short code
paigns. But like polling before it, it is becoming more technology.
readily available to smaller campaigns, and they will This will present situations for a campaign that
need to understand the implications of capturing and few will have previously encountered, and they must
using this data. look to industry for guidance. As an example, I pre-
The dilemma of capturing personal data without sented the following scenario to Dan Weaver at Mo-
upsetting the people being targeted was acknowl- bile Accord:
edged by Peppers and Rogers: “Every dialogue with
a customer is an opportunity to build the scope of 23 Peppers and Rogers, The One to One Future,
329.
entire phone bank in someone’s house, an individual • By continuing to capture data about voters
is simply allocated a list of names which they can call concerns, you can enhance the voter pro-
from their home computer. The advantage of this is files.
that it can be done by people wherever they are geo- • By eliminating individuals known to be in
graphically located, and enables people to volunteer opposition, you can reduce the cost of mail-
who could not travel to a help at a phone bank – e.g. ings and outreach.
someone with children who couldn’t leave them at
home, but could make calls once they have gone to
bed. Everything Blaemire describes as necessary to
maintain this infrastructure is part of a CRM solu-
Examples such as these will become more com-
tion. Furthermore, companies such as NGP Software
mon in the next election cycles, especially as CRM
provide an “off year” service to enable campaigns to
vendors partner with more specialized technology
maintain their data in one place at a reduced cost.28
firms and enable campaigns to extract the maximum
Such companies, in partnership with other compa-
value not just from their data, but from their volun-
nies providing data service, can also maintain the
teers and staff.
quality of the data by matching it against current voter
files so when the campaign team is reconstituted, it
The Era of the Permanent Campaign is able to quickly ramp up. Furthermore, as Blaemire
Why is CRM so important? Blame it on the current observes, it “sends a message that the candidate is
campaign season. With congressional campaigns oc- serious about keeping his or her job” to anyone look-
curring every two years and the need to raise money ing to challenge them in a forthcoming primary or
more important than ever, it has become necessary general election.29
for many elected officials to run what Bob Blaemire
describes as the “Permanent Campaign.”26 Like the Conclusion
corporate world, a campaign must continue to mar-
Political campaigns have begun to understand
ket to its customers – the constituents and voters
the changes predicted by Peppers and Rogers and
– to ensure they continue to buy their “product” in
begun to adapt their processes and systems to fit this
the future. However, unlike the corporate world, the
new world of 1:1 marketing and individualized me-
campaign has one significant restriction. Data from
dia. Howard Dean’s campaign is considered by some
the campaign cannot be used by the elected official
to have been a watershed by changing the way cam-
in office, nor can data captured about constituents
paigns interact with their supporters. Meanwhile,
in the course of executing their official duties be later
the rapidly changing world of communications tech-
used in a campaign. As such, the model of achieving
nologies unleashed by the Internet revolution of the
sales through excellent service – a core tenet of the
1990s makes it ever harder for a campaign to resist
CRM process – is not available to a campaign.
the voters’ demands to play a more active role in po-
This is not to say that an elected official should litical campaigns. Finally, political CRM vendors have
not employ CRM principles to ensure good gover- moved rapidly to ensure that they are no longer trail-
nance – quite the opposite. If constituents receive an ing behind the corporate sector, especially as they
excellent level of service from their elected officials it partner with other specialized corporate vendors.
will surely benefit their re-election efforts and make
But just as political campaigns still rely on televi-
government more effective and efficient. It should be
sion advertising when the corporate world is moving
noted, within the scope of this chapter, it is extremely
increasingly to online advertising, so it will take time
difficult to apply those CRM processes that utilize
for campaign staffers familiar with the CRM tools
data captured from servicing the constituent/cus-
available to move into more senior positions where
tomer to increase knowledge of that voter/customer.
they are able to demand that these tools are properly
However, it is not only possible but recommended utilized. The corporate world has taken many years
that a campaign continues to maintain a relationship to fully implement genuinely customer focused orga-
with the voters, separate and apart from any official nizations, and it will take time for the political world
outreach. Blaemire offers three reasons for maintain- to catch up. Just as customer expectations forced
ing a Permanent Campaign:27 companies to adopt CRM, so voters will increasingly
expect the same from their politicians, public officials
• By continuing to grow the database of do- and advocacy organizations.
nors, it may be possible to raise money ear-
lier in the campaign cycle.
26 Bob Blaemire, Winning Elections ed. Ron Faucheux 28 Nathaniel Pearlman, President, NGP Software.
(New York: M Evans and Company Inc.,2003), Interview at NGP Software, Washington D.C., 25
144-6. April 2006.
27 Blaemire, Winning Elections, 145. 29 Blaemire, Winning Elections, 145.
CHAPTER 4
by the Internet. It fueled a conversation about that One of my favorite examples of that mass listen-
power-shift that commanded the attention of the ing occurred in August, 2003. We were completing
business world. And it created a focal point for a what we referred to as the “Sleepless Summer Tour,”
continuing movement of people passionate about a series of large rallies around the country, with an
the power-shift and determined to make sure that it event in New York at Bryant Park. Ten thousand peo-
changed everything. ple gathered in the park to hear Governor Dean speak
at 10:00 p.m.
CRM makes its way to the political world – lessons We had also been conducting an online fundrais-
from the Dean campaign ing campaign during the Sleepless Summer Tour,
After several years working with Internet startups, with a goal of raising $1 million. The thermometer for
fate intervened in 2002, and I found myself headed the campaign, as with all our online campaigns, was
to Vermont to help start Howard Dean’s presidential a large bat held by a baseball player. As we moved
campaign. The Dean campaign served as the Clu- toward the goal, the bat would fill up with red.
etrain Manifesto of politics. Most of the web team from the Vermont head-
Like Cluetrain, the Dean campaign was a wake-up quarters traveled to New York to help with the event,
call to the political establishment. And it was a rally- and everyone was connected to the Internet through
ing cry for people who had felt disconnected from, the public Wi-Fi system in the park. Someone read
and ignored by, the political establishment. In hind- a great idea posted by one of our supporters on our
sight, however, it would be an overstatement to say blog. We were nearing the goal of $1 million, and the
that we implemented all the capabilities needed to supporter suggested that if we reached that goal be-
achieve a “business world” CRM model. fore the Governor took the stage at 10:00 p.m., then
he should walk on the stage with a red bat in his
A. Interacting hands.
The first capability needed for CRM, interactivity, Our webmaster, Nicco Mele, called Joe Trippi on
was perhaps our most notable achievement. It is fair his cell phone to share that idea. Trippi was on the
to say that the Dean campaign was the most interac- bus with Governor Dean heading to the park from
tive presidential campaign in history. the airport. Trippi loved the idea, and he stopped the
bus and sent an intern out into the city with the order
We were the first presidential campaign to launch to find a red bat and meet everyone at Bryant Park
a blog, which we designed in such a way that anyone before 10:00 p.m.
could post a comment without creating an account
and logging in. We wanted to promote an open and In the final few minutes before 10:00 p.m., we
honest public dialogue about the campaign, and the reached the goal of $1 million, and the intern ran
blog served as the focal point for that conversation. into the park in time to hand a red bat to Governor
The blog was a place where our supporters could Dean. The Governor took the stage with a red bat in
share criticisms, success stories, and ideas for the his hand, and the bloggers, who were watching the
campaign. event streamed on the Internet, were thrilled to see
that one of their ideas had just been made a reality by
The blog wasn’t the only tool that Dean support- the campaign.
ers used to communicate with the campaign. We
had a team of volunteers who read and responded
to emails. We had regular conference calls with lead- B. Learning and Remembering
ers of our local Meetups and house party organizers. Learning and remembering is a function of man-
And we developed applications for the Web that en- aging data. From a CRM perspective, the Dean cam-
abled Dean supporters to interact online with each paign did not manage data particularly well.
other and with the campaign.
Foremost in a CRM model is the imperative of
Most importantly, we worked hard to ensure that employing a single database that is connected to
Dean supporters knew that the staff heard them every application used to interact with constituents.
when they communicated with us. Our goal was to Entire companies, like Siebel and ePiphany, have
have a “mass listening” capability that would recog- focused on creating that capability for the business
nize and reward input from Dean supporters. world. There is no such equivalent in the non-profit
or political world.
The companies serving the business world are too
Our goal was to have a expensive for non-profits or campaigns. And many
companies that service the non-profit and political
“mass listening” capability world do not always provide complete solutions.
that would recognize and Two approaches to CRM do not work, and sad-
reward input from Dean ly, many companies in the political space fall short.
supporters. First, they have closed systems: the databases they
provide are only open to the applications that they was a question about making a donation. Online do-
also provide. A customer cannot connect other ap- nations should be thought of as an “impulse buy,”
plications to the database directly, and a customer to use a business term. An online donation generally
cannot develop new applications to connect to the is triggered by an immediate, emotional response to
database. Second, they do not provide applications a particular call to action. If a constituent does not
to manage all customer touch points, most notably make a donation within the short window of time in
phone calls and in-bound email. which he or she feels the impulse, then that particu-
lar donation is lost.
part a response to the demands of our supporters. but had received yet another email asking them to
The campaign probably would have never uttered a contribute more. And no campaign can afford to di-
word about the Digital Millennium Copyright Act if minish the good will it enjoys with its supporters.
we hadn’t had so many early and vocal supporters
who were passionate about that subject. And the
How do you implement CRM on a campaign?
campaign would never have elected to forego public
funding if our supporters had not voted to support At one point in the summer of 2003, Dave Koch-
that decision. beck, the then-current Dean campaign Information
Technology Director, worked with one of the leading
But in many important ways we were unable or
corporate CRM companies on a proposal to use their
unwilling to personalize the campaign to fit a CRM
services. The starting point was $1 million.
model.
For a campaign that will not last beyond an elec-
One of the most significant touch points between
tion, spending $1 million on one part of its IT needs
a campaign and supporters is email from the cam-
is an almost laughable proposition.
paign. And one of the ways the campaign can provide
a personalized experience is to communicate with a Moreover, it would have taken months, and count-
constituent as an individual, informed by the individ- less hours of staff time, to fully implement a true
ual’s personal preferences. CRM system. In the hyper-fast world of campaigns,
that is also a deal-killer.
With regard to email, it is important to note that
many campaigns make the mistake of believing that
they are practicing CRM by segmenting their list and
targeting groups of voters with messages geared Campaigns need to find a
toward that group. Targeting groups of people, by
definition, isn’t CRM. Peppers and Rogers referred
way to deal with the vast
to CRM as “one-to-one marketing” because the ul- and painful challenge
timate goal for businesses is to treat customers in- of managing data and
dividually and not as members of a market segment. creating more personal
To truly employ CRM in a political campaign would
mean treating constituents individually, not as mem- relationships with
bers of a target segment. constituents. And true
CRM will be the solution.
Many campaigns make The only way that a campaign can reasonably
the mistake of believing choose to implement a true CRM system will be to
that they are practicing rent such a system from an application service pro-
CRM by segmenting their vider that has already done a significant amount of
work to create a system that is customized for cam-
list and targeting groups paigns.
of voters with messages Dave’s instinct was right. Like businesses did be-
geared toward that group. fore, campaigns need to find a way to deal with the
Targeting groups of people, vast and painful challenge of managing data and cre-
ating more personal relationships with constituents.
by definition, isn’t CRM. And true CRM will be the solution.
CHAPTER 6 While the Dean campaign was not among the very
first users, they were well ahead of the curve.
Today, Web 2.0 has become mainstream, both
within the political community and society at large.
How Web 2.0 With this greater acceptance comes a growth in
choices and flexibility; for campaigns, there is both
Electrifies Data in huge potential and significant pitfalls.
Many political
@ CompleteCampaigns.com
provides web-based services to
help campaigns effectively track
professionals are used to
having their “fiefdoms”
supporters, voters, fundraising, and – individual databases that
volunteers. For more information, are not shared with other
visit, www.completecampaigns. members of the campaign
com.
team. This creates huge
duplication in data entry
Welcome to Web 2.0 and information gaps
First used by O’Reilly Media in 2004, the term Web Information is not shared
2.0 refers to the growth of web applications, especial- with other members of the
ly those focused on collaboration and user-generated
content. While political campaigns are often chas- campaign team.
ing mainstream technology in many ways, they lead
the movement towards Web 2.0. As early as 1999,
a few campaigns started using online applications Today, with web-based software available, there is
to share information between consultants in differ- no reason not to use a single system for your cam-
ent locations. As Internet access grew and browser paign. It saves you time and money by ensuring
technology improved, campaigns were on the fore- the efficient utilization of your human and financial
front of community-based technology. In early 2003, resources. Your fundraiser should know a donor is
the Dean campaign integrated the community-based also a reliable volunteer. Your treasurer should have
tool, Meetup.com, into their campaign organization. access to the phone numbers the fundraiser entered
for the latest campaign event and your campaign care deeply about – then you cannot lose them. Good
manager should be able to instantly access the most conversations lead to a more effective campaign.
recent campaign financials.
Given the disparate nature of campaigns, online
databases are a critical Web 2.0 tool. Good conversations lead to
a more effective campaign.
When Good Databases Go Bad Data management
While the value of online databases is tremen- enhances the conversations
dous, choosing the wrong vendor can significantly
harm a campaign. Despite the hype of Web 2.0, on- your campaign has with
line tools are fundamentally still just software, and everyone involved in the
poorly programmed tools will still disappoint you. In campaign
evaluating options, campaigns should look carefully
at the flexibility of the software and the ease of use.
Perhaps more critically, inquire into the depth of test- Strangely, much of this Web 2.0 style of commu-
ing (has it survived several campaign cycles or is it nication actually happens offline, talking to voters
fresh out of the gate?) and customer satisfaction. when walking, calling or at events. The key is integra-
tion and facilitating two way conversations.
It all boils down to this: the more information you
Despite the hype of Web have going into one place, the more data the cam-
2.0, online tools are paign compiles. The more data you compile, the
higher quality conversations you can have. Conver-
fundamentally still just sations do not simply refer to communications with
software, and poorly the voter. Data management enhances the conversa-
programmed tools will still tions your campaign has with everyone involved in
the campaign – from the strategy department to the
disappoint you. consultants to the volunteers. This, in turn, allows
the campaign to communicate better with voters.
While the benefits of online tools ensure that
nearly all of these systems exceed the utility of desk- Quality Control – Good Data Doesn’t Just Happen
top software there remains a huge variation in the Data management isn’t about throwing all kinds
quality and functionality of these tools. of dubious, old, or useless information from an un-
trackable number of sources into a large pot. Cam-
Voter Contact in an Online World paigns need to control the entire data process – from
what information they want to collect to who collects
I always thought it somewhat ironic and rather
it and who has access to it.
painful that campaigns send armies of volunteers
and staff walking door-to-door. The canvasser talks This starts with security. For example, you might
to a resident and finds out that, for example, the voter want to give a campaign staffer the ability to enter
really cares about health care. Then the next week, any piece of information in the database, but not edit
during the campaign’s big push for education, the the information fields or change the way you set up
campaign sends that resident an email about educa- the database. Another staffer might be able to edit
tion. The field team and the Web team aren’t talking. the database, but not run reports.
This isn’t the only disconnect in politics. Take the Even more critically, good campaign security
example of direct mail. When the consultants who needs to control access to different types of informa-
create and send all the direct mail for a campaign do tion. The volunteer coordinator needs the unlimited
not talk to the people doing the door-to-door can- ability to enter information and run reports on vol-
vassing, even the most devoted supporter can be- unteers, but she probably does not need to be able
come, well, overwhelmed. I have heard of voters who to see financial information. For larger campaigns,
actually pick up the phone and call the campaign to this can be further supplemented with geographic
say “I said I’m voting for you. Stop sending me all this based access. One person might have access to all
junk mail!” the voters in your database who live in precincts
one through ten, while somebody else has access to
In the end, it comes down to real communication.
eleven to twenty. Even further down you might have
Instead of broadcasting a message at voters, if you
people who only have the access to voters in a given
can have a more directed conversation then you can
precinct.
avoid wasting money on pointless communication.
When you speak someone’s language – when you Beyond security, quality data requires an active
talk to somebody about the issues that you know they process of data maintenance and updates. When
sending out a broadcast email, it’s important to man- bodies. The FEC, state and local agencies will regu-
age the bounced messages and update or delete in- larly reinterpret and clarify reporting requirements,
valid email addresses either manually or preferably leaving campaigns often with only a few days to ad-
via software tools. A similar process is necessary just their filings to meet these new requirements.
for postal mail and phone numbers. Likewise, any With inflexible desktop software, campaigns are typi-
actively used database will undoubtedly develop du- cally unable to comply. Online tools, when fully sup-
plicate records and manual or automated process to ported, allow for rapid software development to ad-
remove duplicates is a necessity. just for these changing needs, despite the tight time
However, in the Web 2.0 world, you can now al- frame.
low your volunteer, donors and even voters to update Of course, none of these advantages will matter
their own information, providing you with new con- if the software is not properly built. If the tool you
tact information and critical demographic knowledge. are using to generate these reports is not integrated
Obviously, most campaigns have a well deserved fear into your accounting system, and you are not able to
of too much outside access, but properly designed conduct bank reconciliations with it or view an edit
tools can allow you employ outside data entry while log, then there is just no practical way to make a good
preventing data loss. effort at accurate reporting.
A good system, in addition to these features, will
also have tools to aid in the creation of accurate and
Most campaigns have a complete reports. For example, if a donor does not
report his or her employer, a well designed system
well deserved fear of too will warn you before you file. These are the kinds of
much outside access, but missing details that can cause a lot of heartbreak and
properly designed tools can waste a lot of time if they are not addressed as quickly
as possible within the campaign.
allow you employ outside
data entry while preventing
Conclusion
data loss.
We are rapidly departing the time when tradi-
tional software can fully accommodate the needs of
State and FEC Filing – Accounting on the Web today’s campaigns. Just as technology grows, so too
do the expectations of today’s voters. With the de-
Campaign accounting can be a complicated and sire to have a personal connection with campaigns
costly endeavor, if not done properly. Federal and and candidates coupled with a common frustration
state regulations require a campaign’s best efforts to of feeling like a cog in the machine, today’s voters
report accurately. Without proper tools, accountants want a more intense relationship than campaigns us-
should count the days until they are fined. ing desktop software can provide. As we have seen,
The growth of web-based software has been a Web 2.0 addresses these needs full force, as do the
boon to both professional and volunteer campaign software companies that operate on its principles.
treasurers as it has eased the process of generating Properly supported web-based software streamlines
accurate campaign reports quickly. the various challenges campaigns face: targeting con-
The most critical benefit has been via the creation stituents, tracking supporters, running complicated
of integrated databases that allow the accountant to compliance reports, and allowing open accessibility
quickly and easily share information with the rest of to a diverse campaign staff.
the campaign team. This minimizes the amount of More importantly, the revolution of technology
data entry the accountant needs to do, allows the and the simplification of methodology gives cam-
easy farming out of tasks such as getting addresses paigns back one thing they may have lost in the flurry
and occupations and makes it easier for other keys of separate spreadsheets and individual call lists:
staffers, such as the campaign manager, to review fi- time. It gives them time to spend on new campaign
nancials and thus catch mistakes before they become ideas, and new ways to interacting with voters. With
serious. this, web-based software is no longer merely an ac-
Additionally, the growth in online fundraising has cessory to campaigns, rather it becomes a strong
created another time-saver for campaigns, as donors cornerstone in the changing structure of modern
are now responsible for their own data entry. With campaigns.
the proper tools, all of the contributor’s information
can be directly added to the accountant’s records.
Perhaps most critical to political campaign trea-
surers is the ability for online software providers to
rapidly develop and update their software in response
to the changing requirements of various governing
tion, campaigns can readily share information among implementing upgrades, many campaigns are forced
relevant staff and volunteers regardless of where they to continue operating on old, legacy versions of their
are located. applications.
SaaS solutions also make the job of managing As a result, campaign software deployments are
events easier. By providing a consolidated view of frequently associated with large up-front costs and
all aspects of campaign events, SaaS can help cam- unpredictable spikes in ongoing expenses. The results
paigns plan everything from dinner speeches to na- are often well below original expectations. The com-
tional conventions. SaaS allows campaigns to track plexity of implementing, customizing, and upgrading
invitations, attendance, expenses, equipment pur- software drives up the costs, forcing campaigns to
chases, leasing, vendor contracts, and media rela- recalibrate the expected return. Consequently, many
tionships. campaigns find themselves locked into software ap-
In the 2008 election cycle, it is estimated that po- plications that their staffs cannot effectively manage
litical campaigns will raise and spend $10- 13 billion.30 and that their volunteers cannot easily use.
Much of this spending could be misdirected because
of inherent deficiencies in the traditional software li- The Internet Is Changing the Rules of the Game
censing model. The remainder of this article will ex-
The Internet allows organizations to connect us-
amine these shortcomings and discuss how SaaS can
ers to a common network at a very low cost and with
help address them.
much less effort. This connectivity makes it possible
for the software industry to deliver its applications
as an on-demand utility, similar to electricity or tele-
In the 2008 election phone service. Unlike the traditional software model,
cycle, it is estimated SaaS does not require an organization to buy, install,
or maintain any software or hardware. Instead, an or-
that political campaigns ganization needs only to have Internet connectivity
will raise and spend $10 and pay a monthly subscription fee to use the service.
- $13 billion. Much of Employees can use existing PCs or mobile devices to
access the applications—which are delivered via the
this spending could be Internet. Customers are up and running and begin to
misdirected because of realize benefits from their investments in weeks or
inherent deficiencies in months instead of years.
the traditional software A major benefit of SaaS is the stability and pre-
licensing model. Is dictability of costs. Unlike traditional software, SaaS
customers do not face high front-end expenses.
“Software as a Service” the There are no servers or other hardware to buy and no
solution? up-front software licensing costs. Instead, customers
pay a periodic subscription fee based on the number
of people using the application. This regular payment
Shortcomings of the Traditional Software Model schedule allows campaign managers to budget ef-
In the traditional software model, a political fectively and offers considerable savings. It also pro-
campaign has to license the software, invest in the vides flexibility for customers to add users as their
necessary hardware and IT infrastructure, and then needs evolve without being forced to pay in advance
undertake the software implementation—a process for licenses they end up not needing. According to
that may take many months to complete. Once the IT studies by the Gartner Group, the Yankee Group, and
system is set up, the campaign then has to manage Morgan Stanley Research, the cost of SaaS over three
and maintain the software and hardware on its prem- to five years is almost half the cost of similar client/
ises, at a heavy cost. Supporting this infrastructure is server solutions.31
difficult under any circumstances, and even more so
for campaigns because many of them lack dedicated,
professional IT staff.
Because software vendors periodically release
new versions of their software, campaigns often
need to undertake expensive upgrades. These up-
grades can rival the initial implementation in their 31 The Gartner Group, Three Year Total Cost of Own-
scope and complexity. Given the immense cost of ership for CRM Software for MSB’s, April 2004;
The Yankee Group, Hosted vs. Premise Based
Sales Solutions: TCO and Trade Offs, 2004; Mor-
30 Estimate of the Institute for Politics, Democracy gan Stanley Equity Research, Breaking Ground
& the Internet. with On-Demand CRM, August 2, 2004.
information must all go into the same database, or 1. Recruit on your website. – Visitors to your
you’ll risk losing pieces of information – or even en- website are already interested in your can-
tire entries – to clerical mismanagement. Manual didate. There is no more fertile ground for
data entry should be as easy as possible for campaign recruiting volunteers. Give them the ability
staffers, and it should absolutely be integrated with to sign up as volunteer, asking them what
your website, so that new sign-ups are automatically they’re interested in doing and when they’re
logged and tagged accordingly. available. That data should go directly into
Databases require daily maintenance by someone your CRM database. Your database should
on the campaign authorized to change and delete automatically generate an email message to
records as necessary. Your database will inevitably your volunteer coordinator and to the volun-
contain duplicates — like weeds in a garden — that teer, thanking him or her.
need to be identified and plucked for the sake of ef-
ficiency. Duplicates crop up for a variety of reasons, The same principles that apply to electoral
most commonly: persuasion – have a clear, consistent mes-
sage (i.e. “we need to fix our schools”),
1. People submit multiple forms on your web- make a clear ask (i.e. “please help us fix our
site (i.e. email sign-up, volunteer, donor, en- schools by volunteering”), and predict the
dorser, etc), and your website or CRM isn’t result (i.e. “with your help, we’ll take City
built to prevent duplicates. Hall and fix our schools”) – should be ap-
plied to the sign-up page. It’s astonishing
2. Your website and/or CRM is built to pre-
how many campaigns rely on a stripped-
vent duplicates, but the person changed
down, plain, out-of-context web form to re-
or mistyped the information used to verify
cruit volunteers. Use the page to sell why
uniqueness.
they should volunteer.
3. A regular email subscriber made a donation
— an activity that may be excluded from du-
plicate-prevention measures for campaign Bigger campaigns may allow site visitors to
finance compliance (just in case) and added create accounts that allow them to recruit
a new record. other volunteers and donors. These cam-
paigns often use a points system to reward
4. Your voter file was integrated after you al-
their highest-performing supporters, foster-
ready had a sizable active database, and no
ing a sense of competition among the most
crosschecking was done during the merge.
devout.
since many events such as literature drops were held a volunteer had been last contacted. Thus the coor-
in the same neighborhoods over several weeks, the dination of volunteers suffered from a lack of central
members of the local list could become an instant organization and a lack of shared data resources.
micro-team, to be contacted for multiple events close
to home.
Lessons Learned
In order to get the most of volunteer data, it is vi-
What Worked tal that all staff, regional offices, and anyone working
The field desk process, once in place, exceeded with volunteers buy into the need to use and update
expectations. Much of this had to do with its status the chosen volunteer management system. This al-
as a volunteer-created effort – volunteer involvement lows the campaign to conduct a much more coherent
was highly-respected by all, so commitment to the ‘running conversation’ with volunteers that commu-
cause was high. A captain was always on duty to train nicates respect for their efforts (while limiting wasted
new field desk volunteers on the CRM in use. The contact), and also allows all leaders of the campaign
captain would interpret volunteer contact priorities to access resources they might not know they have.
from the paid staff and field coordinators, translat- (For example, it was not until October that the Fi-
ing them into call lists and targeted email. Field desk nance staff learned the Donkey contained numerous
volunteers were given wide latitude, the overarching volunteers with fundraising experience) A common
priority being to involve all volunteers in any way they understanding of the value offered should lead to
were willing to participate. better communication regarding needs that cash-
Details of each interaction were easily entered into strapped campaigns can fill with volunteer recruits.
the Donkey; this contact history then became a major Once decision-makers have committed to using
factor in designing lists. For example, the field desk a system, the campaign should establish a clearing-
Captain could pull up the files of those who had not house similar to the field desk concept to:
yet participated in a volunteer activity for a low-in-
vestment event such as a Jim Webb rally in their area.
1. Take requests for needs that can be filled by
Conversely, a clearly committed volunteer might be
volunteers.
the first to receive a call about an important activity
in their neighborhood. The end result was that every 2. Search for and contact matching individuals.
volunteer within the purview of the field desk received 3. Maintain scheduled events and specialized
communications that were localized, informative and volunteer lists.
consistent, with almost no duplication of efforts.
Although the ideal would be to have all members
What Didn’t Work of the campaign use and update the data as they in-
Although WebbforSenate.com included a page teract with volunteers – or even have the volunteers
dedicated to volunteer events, there was no effec- update it themselves – the fast pace of a campaign
tive, easily-searched central hub listing activities for demands a small group dedicated to volunteer man-
volunteers. Each Webb for Senate regional office was agement and maintaining the CRM.
responsible for coordinating volunteers in its area. Future campaigns would do well to not only com-
However, only the Headquarters (Northern VA) of- mit to a single data source for volunteers, but a single
fice had a rigorous field desk process in place. The data source for all individuals in the campaign’s uni-
Hampton Roads (Southeastern VA) and Charlottes- verse. “Voter,” “Donor,” “Volunteer,” and “Staff” are
ville (West-Central VA) offices were introduced to the not discrete titles, as it is possible for one person to
Donkey far too late, but a core group of full-time vol- act in all four roles in the course of a single campaign,
unteers in each location employed it effectively. The and likely for politically involved individuals to wear
Richmond (Central VA) and Roanoke (Southwest VA) different hats over several election cycles. A secure
offices did not use the tool. system, offering different levels of access to informa-
This begs the question, “how did the other offices tion, could provide campaigns a safe and much more
organize volunteers?” The main method was through comprehensive view of an individual, leading to tre-
Excel spreadsheet lists which were originally exports mendous gains in efficiency, much better ‘customer’
from the Donkey that became hand-tailored and di- interactions, and thus increased loyalty, the goal of all
vergent. Volunteers in these areas who signed up political parties.
online after the Excel exports were thus completely
ignored by their local offices.
Another problem was the lack of a communica-
tions history for volunteers in regions where the Don-
key was not used. In the event that the headquarters’
Field desk made calls for an event within the scope
of a different office, there was no way to know when
ger, the pay raise was repealed by a 202 – 1 vote. Who supporters got out and voted. The GOTV program
was the lone dissenter? Rep. Mike Veon, who strongly consisted of door knockers and phone calls to every
believed that the only way to attract good candidates identified positive voter in the district. Unfortunately,
to run for office and to cut down on corruption, was because of general voter anger, the inability to control
to pay them competitively to what they would earn the GOTV operation during the general election, and
in the private sector. This prompted several candi- the strong campaign run by his general election chal-
dates to run against him both in the primary and in lenger, Rep. Veon was unsuccessful in his re-election
the general election. His position was a complicated bid. This proved, however, that the work done in the
one, but if explained correctly to his constituents, it primary was effective.
was possible that they would understand.
II. Fundraising
The Tactic 2004 was a turning point in the way campaigns
Because the district was a small (just around used technology, and the Howard Dean campaign
30,000 voters), the campaign was able to send paid has become the inspiration for many smaller cam-
canvassers and volunteers into the field to knock on paigns. When it comes to fundraising, the first thing
every single door in the district and ask people about campaigns need to realize is very simple: you’re not
what concerned them this election. By far the big- Howard Dean. Just putting a “click to donate” but-
gest concern was the pay raise – specifically Veon’s ton on your Website will not immediately result in
involvement in passing the pay raise, and then his millions of dollars. Understand that, and you under-
subsequent lone vote against repealing it. stand your limitations.
The campaign knew they had to focus their ef-
forts on this group of people who cared very much
about the issue. They used a web-based voter con- When it comes to
tact management system that allowed them to track
various demographics including issues important to fundraising, the first thing
voters. The contact management system allowed the campaigns need to realize
campaign to send customized letters and phone calls is very simple: you’re not
to voters to explain the votes, while avoiding the is-
sue altogether when it did not matter to the voters.
Howard Dean.
It acknowledged that Rep. Veon wanted to make it
economically feasible for people other than the super
Even with the Internet, fundraising still takes
wealthy people to run for political office. If you pay
work, just like it takes work to raise money over the
your representatives enough to hold public office,
phone or at events. You still have to give people a
then you make it more attractive to them. This results
reason to contribute to your campaign. You’re not
in a better quality of representation.
selling them a product; you’re selling them the idea
This line of reasoning contained more nuance of good government – an idea that tends to change,
than the message that pay increases lead to a huge depending upon who you talk to. Work on making
deficit, but the Veon campaign took the chance, and your website and email signups part of everything
won the primary challenge. Seventeen other incum- you do. At every event, at every campaign stop, ask
bent state legislators lost their primary challenges people for their email addresses. Ask donors who
including the sitting State Senate Pro Tempore. The give over the phone to send out an “ask” via email to
website PoliticsPA.com said of the Veon campaign, their personal address books. Set up personal fund-
“It was the best, most well-oiled field program that raising pages for your supporters so they can track
we have ever seen.” their own progress. When you empower your sup-
porters you generate enthusiasm that no number of
Cost and Needs paid campaign staffers can match. Most important
of all, do not use technology simply because it’s avail-
A web-based voter file system is usually priced
able or it’s new and flashy. Really think about how
according to how many voters you have in your uni-
you can apply it to your specific campaign and set
verse. A 30,000 voter district will cost roughly $500
goals of what you hope to accomplish through the
per month, where as a nationwide voter file system
use of that technology.
can cost in the millions.
Now, let’s discuss putting principles of CRM into
practices during the campaign fundraising season.
Lessons from the Field
The Veon campaign understood what they had to
do. They contacted each and every voter three times!
Those who cared knew the reasons for the votes. The
biggest issue after that was making sure that their
CASE STUDY B hour earlier. The staff quickly realized that they had
to contact every single guest to ensure that nobody
arrived late. These guests paid a lot of money to see
Combining email and President Clinton and if they were not informed there
offline fundraising would be a lot of angry donors, and the last thing you
want is an angry donor.
In the 2004 election, a New Jersey Member of
The Tactic
Congress was holding a fundraiser featuring former
President Bill Clinton. The event was put together on In order to quickly inform and ensure that all
very short notice and the vast majority of the tick- guests (over 500) received the information it was de-
ets were sold online. The fundraiser was to be a lun- cided that an email would be sent to those who were
cheon and attendees would have their pictures taken registered to attend the event. There simply was not
with the President and would receive a signed copy of enough time to call every single guest in the time that
President Clinton’s autobiography, My Life. they had. Using their CRM the campaign was able to
send an email to only those registered for the event,
The Problem and to any of their guests that they registered as well.
The CRM system that they used allowed them to see
The staff who were throwing the event were told who did and who did not open and read the email
by the Secret Service that all guests had to arrive pri- that was sent. By 6 pm that day, those that did not
or to the arrival of President Clinton. All of the guests open the email (only about 75) were called to confirm
were told to arrive promptly at 12:30 p.m. and that that they knew about the time change. It took a lot
the President was scheduled to arrive at 1pm. One less volunteers to call 75 people than it did to call
day before the event President Clinton’s scheduling 500. On the day of the event only one guest arrived
office informed the campaign that due to a sched- late because she hadn’t been informed.
uling conflict President Clinton would be arriving an
Costs and Needs if you remember, but I was a professor at Yale way
A Web-based fundraising database that includes back when.” While knowing these bits of information
the necessary financial disclosure capabilities can run seems creepy at first, people are more apt to relate
from $250 per month for a local campaign to several to candidate than when the campaign approaches
thousand dollars per month for a Presidential cam- them through a purely political context. And if they
paign. are more apt to relate to you, then they may be more
inclined to go out there and vote for you.
At the same time, a good CRM campaign is not
III. Too Much Information
about people uncomfortable with your knowledge
Historically, people have said that you can never about their personal habits and choices. You don’t
go wrong by collecting too much information. The at- want to walk up to a shopper and say, “Donna, I know
mosphere changes on political campaigns. Too much that you love yogurt. I know that you like fruit on the
information can muddy the waters. The most impor- bottom. I brought you some yogurt, with fruit on the
tant element is not collecting as much information as bottom.” Rather, you want to just show Donna a pic-
possible, but segmenting it in the right way, so that ture of the yogurt she likes. The same is true when
the finance team only sees the financial information, working with voters. You don’t want to tell someone
and the volunteer coordinators only see the volunteer what she believes or feels. You want to show her the
information. While collecting information is incred- possible candidate for her.
ibly important because it allows the candidate and
In some cases, it is more important to listen to
the campaign to relate to people in a more personal
people than to get your message across. Most people
way, you want to make sure the right people see the
involved in politics are not just voters. We care more
right information.
about votes than our own lives and more about poli-
The fact that John Green has a spouse named tics than our families. But most Americans simply
Gertrude and a son at Yale, may seem unimport- want to vote to fulfill their civic duty, and then they go
ant, but it can actually be useful. Several years ago, about their lives. Listen to voters, and then readjust
I worked with a candidate who wanted this type of your message going out to them. At the end of the
information on his call sheet, so that when he talked day, people want to vote for a nice person, someone
to John Green, he could pepper the conversation a lot like them. The Democrats ran into this prob-
with questions like “Oh, how’s Gertrude doing?” lem in 2000 and 2004. People wanted to have a beer
or “How’s little Johnny doing at Yale? I don’t know with George Bush, not Al Gore or John Kerry. Voters
weren’t interested in what they had to say because parentheses, “permanent.” If somebody
they didn’t like the way that information was deliv- says to that she doesn’t want to receive our
ered. The same advice rings true for both Republican newsletters, then don’t let your staff go back
and Democratic candidates: data will lead to a po- later and uncheck the box. The only way to
litical tidal wave. You can’t ride the wave unless you uncheck the box is if that person signed up
bring a surf board. If you’re not prepared to ride it, again on the Website.
then the wave is going to swallow you whole.
2. Simply having a database is not the magic
IV. Sometimes a list is not just a list. bullet. – Despite all the promise of a good
Today in politics, people buy contact lists that CRM system, a database is not a magic bul-
match up email addresses with the voter file. Simply let. It is not going to automatically win you
emailing these voters looks a lot like spamming. But the election – even if it is from a reputable
there are ways to use a list well. One of these lists company. Rather, what you do with that da-
is a radioactive ball of energy: you can either use it tabase will, in fact, help you win that elec-
in a way that blows up in your face or you can use tion. This takes an investment of time, dis-
it in a way that will power your campaign straight cipline, and energy. It requires dedication
through to Election Day. Using your list to send out not just in keeping it up to date but also in
mass emails every week – with no update, no survey, coding, tracking contributions, researching
nothing – blows up in your face because spamming which solicitation are the most effective, and
makes people angry. Even the blogosphere rants knowing which issues make people give.
about campaigns that do that. It’s just not the best
way to use email. On occasion, a client will come to me and
First, choose what you want to know about your say “my database is not working.” I’ll ask
lists. For example, say your campaign is hosting a the staff to look at it, and when we cannot
fundraiser tomorrow night with Bill Clinton. In an find any technical problems, I’ll ask the cli-
instance like this, use your list to find out who are ent “when was the last time somebody ac-
the best people to invite? The most likely answer is cessed the database.” The answer is often
people who have contributed to the campaign in the two weeks ago – if not longer. We conducted
past, people who can afford to pay for an evening with a survey of all of our clients and the success-
President Clinton. You cannot afford to waste time ful majority is on the database, online, for 30
and effort trying to reach out to people who can’t af- hours a week. They constantly entered con-
ford it. You want to find people who live or work close tributions or any other information that can
enough to attend. You want people who aren’t dead. possibly know about the voter, volunteer, or
How am I going to do a search for these people? I’m donor that might help them encourage their
going to ask the database for people who have given supporters to contribute, volunteer, or tell
me over a thousand dollars at one time, people who their friends to vote. Success comes from
live in my state, and people who are still alive. I am knowing all of this and more, and being able
going to generate a list with these criteria, and then I to target specific people quickly – whether
will call, email or snail mail them. Generating a list of through email, or phone, or by posting an
this kind all depends upon the kind of data you col- entry on a well-trafficked blog.
lected. If you haven’t put any of this information into
your system, then don’t expect to get any of it out of
3. Take Good Care of Your Data – Data requires
your system.
constant activity. Most campaigns desig-
nate at least one staff member or volunteer
Best Practices to manage the database. The key is to find
1. Don’t spam. – Collecting information about the right staff member or volunteer for the
people requires some kind of contact with job. Different people contribute different
them –whether in person, on the phone, or things to an organization, and campaigns
online. Don’t forget to ask people the best are no exception. So many people are willing
way to reach the. May we contact you? Is to be involved, but not everyone is right for
a door-to-door visit best? Should we add every task. A 75 year-old mathematics pro-
another phone number for you? What is fessor, for example, might not make the best
your email address? Would you rather be door-to-door canvasser. However, he would
mailed? love to keep a track of contributions, keep
the database up to date, and stuff envelopes
generated the canvassing efforts.
Make sure your databases has a “do not
mail, do not call, do not email” button. We
add a feature to that. We want it to say in
CHAPTER 10
In a perfect world, online
politics would look a lot
more like Amazon.com
Retail Politics? – completely retail. But this
Not So Fast. isn’t a perfect world.
house your database. As a candidate, you can either match it up to how many people are signing
have someone custom build it for you, or preferably up for offline volunteer activities or event at-
you can purchase a third-party product from a vari- tendance.
ety of vendors to house those databases. The vendor e. Purchase PII from companies. This is be-
should be selected based on your needs and budget. coming increasingly more popular for cam-
When you look for a vendor, keep a few things paigns. We call it retail information, and its
in mind. The first is accuracy in reporting. Do they growing use is a change from the last elec-
have a proven track record, can they merge their PII tion cycle. Before you buy, look for data veri-
data with contributor information for FEC reporting, fication: make sure the data actually match-
and can data be updated by constituents through es up to the voter file. And make sure the list
a website? Be sure to check references. Politics is a is opt-in, especially when purchasing email
word-of-mouth industry, and databases are no dif- addresses.
ferent. Look for strengths from other, past clients or
relationships.
5. Integrate new data.
Just collecting data about people doesn’t give you
3. Import your data. an edge. What good is information if you don’t know
Most campaigns begin a race with previous data, how to use it? Look at each of the data collection ac-
either from the last unsuccessful challenger or from tivities listed above. If you decide to engage in any
the state party or some other organization. Once of these activities, then you need to develop a way
your database is built, you have to import that data to accurately and immediately integrate the data you
into your new system. collect into your database.
For example, if you are using your website to col-
4. Improve what you’ve got. lect information about people, then all the forms
should be used to update your database. In other
Once you have the infrastructure in place, then
words, you want to match up the names and email
you need find ways to improve your data and pop-
addresses of people who sign up for something on
ulate your database. There are a variety of different
your Website with information you may already have
ways to do this:
in your database. What did they signup for? Did any
of their personal information change? If one of your
a. Place surveys on your site and in your email. supporters recently moved, and he or she logs onto
User generated information is often the low- your site to sign up for an event, then your database
est cost and easiest method for improving system should immediately update the entry for that
your database. People that volunteer infor- person with the new address. You can even set rules
mation should also be specially flagged, be- within your database to generate an email or phone
cause they obviously are more politically ex- call to make sure you have their correct address.
troverted to have submitted information. It If you’re worried about keeping the information
is important not to barrage people with too that comes through your website secure, that’s a
many questions. Remember when analyzing good thing. But don’t go overboard. It’s more secure
submitted data that it is NOT a reliable fo- to collect information about your supporters on your
cus group, as participants do not represent website than it is to have your volunteers enter the
a representative sample of the population. information by hand. Just make sure the forms are all
When you put a survey on your Website, it is protected with 128-bit encryption – the same type of
a way to collect personal information about security used by Amazon and EBay and online credit
people who feel passionate about your can- card transactions.
didate, not a scientific survey tool.
b. Conduct door-to-door canvassing. This is
6. Monitor your progress and measure results.
a volunteer intensive method for gathering
data, but can be an effective tool. Believe it or not, it’s easier to develop tracking
tools that monitor incoming and outgoing communi-
c. Run phone banks. Like door to door can-
cations than it is to label what’s successful and what’s
vassing this too can be an effective means
not. There are no benchmarks. We’re still in the first
of gathering data, and the labor can be out-
decade of online campaigning, and much remains to
sourced to professional firms.
be established as best practices – especially when it
d. Use the Internet to learn more about your comes to measuring the impact of CRM on politics.
constituents. This includes signup forms, We’re still not at the point yet where there are real
and active, online volunteer opportunities. benchmarks for success. There are wide variations
Many campaigns have developed cookies from client to client.
that track how people behave on the cam-
Remember that evaluation tends to be in the eye
paign’s Website. Collect this data, and then
of the beholder. How does your campaign use the your website. Ensure your supporters are secure. Tell
information it collects for volunteer recruitment or them that you will not share their information either
fundraising? Do you use basic statistical software commercially or with other organizations.
to evaluate the open rate on emails? Who’s clicking Indicate what kind of information you are collect-
on them? Who’s contributing or volunteering based ing, so there is not mystery or curtain over what your
on door-to-door canvassing, compared to email or campaign is trying to do. Sure, people may change
phone calls? their habits – or leave your site completely – when
they are confronted with the fact that you may be col-
7. Keep your information to yourself. lecting information about them on your site. At the
end of the day, whether people opt into your data-
This is a best practice both ethically and effective-
base or not, you want them to trust you. It is a far
ly. Personal information has become a real commod-
greater headache in the long haul to deal with angry
ity in the Internet age. If you want to run an ethical
misinformed people who have unwittingly given you
campaign, then treat your data carefully. Hold your-
personal information they did not want to divulge.
self accountable by posting a good privacy policy on
A few years can seem like a few centuries in the world of technology. Nonetheless, the campaign of
yesterday provides some insights into how the ideas presented in this publication will affect the campaigns
of tomorrow.
In 2002, I served as GOTV coordinator and volunteer coordinator for the Chellie Pingree for US Senate
campaign in Maine. Chellie was a Democratic challenger running against incumbent Republican Susan
Collins, and my office was responsible for using data and door-to-door canvassing to raise volunteers in 13
precincts in the towns of Lewiston and Auburn.
All the data my team collected was gathered on door-to-door canvases. The campaign did not integrate
its volunteer and donor databases, so we did not see or deal with any donor information. In fact, donor in-
formation was managed by entirely different staff. The database I worked with was created from registered
voter lists given to the campaign and comprised registered Democrats and Independents.
My team of door-to-door canvassers used Palm Pilots to record information about the people we met
in two different areas. We asked what issue was most important to them and who they would vote for if the
election was today (we then scored them on a scale of 1-5). If people expressed great interest in Chellie
and wanted to volunteer, then we added a note to their profile. This also gave us the opportunity to add
items such as “Send more info about health care.” Answers to these commands were filtered by the head-
quarters in Portland, which followed up with each request accordingly.
The field team strategy consisted of three rounds:
1. We canvassed everyone in the district. We repeated our visits (if no one was at home) until every-
one was reached. Each voter was categorized as 1-5, according to his or her likelihood of voting
for Chellie.
2. We did not revisit the fives and the ones. That is, we did not return to homes where they people
were very likely either to vote for Chellie or very likely to vote against Chellie. Voters ranked 2-4
were canvassed again, this time for persuasion.
3. We canvassed again, this time pulling voters who were labeled as ones, twos, or threes.
The information we collected was downloaded from our Palm Pilots to our database at the end of the
day.
CHAPTER 11 thing: people –not jut the people you plan to put into
your database. By people, I mean staff. For example,
not even the most expensive online tool can replace
a really good field director.
People Come before Want to know the secrets of political targeting or
how to use the data you collect? Just ask a field man-
Programs ger – the real magicians in politics. Without a good
field manager, your data and expensive CRM applica-
tion are just rabbits stuffed into old hats.
For example, during the Dean Campaign we
CLAY JOHNSON sent approximately 150,000 handwritten letters to
BLUE STATE DIGITAL the state of Iowa. We discovered later on that those
letters persuaded people from being neutral about
Everyone in politics is looking for the perfect CRM Dean to being mildly-interested. At the end of the
system and the ideal microtargeting strategy. The an- day, however, they weren’t becoming rabid support-
swer, however, doesn’t exist at the bottom of a box. ers. A smarter strategy would have been if the field
Just as in the businesses world, no one is ever 100% organization had downloaded a list of people who
content with an off-the shelf, out-of-the-box CRM sys- received letters and then followed up with a door-to-
tem. door canvassing chat. We’ve found that this type of
social interaction can also drive event attendance.
Especially in the political world, people tend to
be happier with tools that are built or adapted for Better design through better data.
them. Sure, some solutions will work for a small race.
And of course, you can hire someone who can pro- Don’t forget bells and whistles. Relationships are
gram some of the customization for you. But when important, but when it comes to cultivating people
it comes to national politics and political parties with online, the creative element is also very important.
250 million records, then the “standard solution” be- People respond to different messages, colors, and
comes part of the problem. designs. A good CRM application should help you
track what compels people to give or vote or act. For
example, you should be able to track whether the
keep people actively engaged in your campaign, and tion of your CRM system may be a smart choice.
that takes planning. Set standards for your information harvest. – Plan
Don’t ignore your voters. – You might not have what types of information you want to collect about
time to answer each new question thoroughly the voters, how you collect it, and what you want to call
second you receive voter email. You can, however, it. Some of the old ways of political campaigns do not
still let people know that you appreciate their mes- necessarily work the same way in the CRM sphere.
sage. Design an auto response that says, “Hi, we are Be as specific as possible with the person who builds
very busy campaigning. Your message is important. your CRM system regarding subject codes or issue
We have volunteers trying to get back to you.” codes. Setting standards early will also help you de-
Not responding can cost you a vote. cide what the message of the campaign. When people
ask you a question, you can code their question, un-
Keep your feet firmly planted in the ground. – Use
derstand who they are, and respond to them quickly.
CRM to coordinate your online and offline efforts.
The business community uses the phrase “Up Sell,” Study geography. – Geotargeting – looking at peo-
which applies quite well to the voter cultivation pro- ple on your list based on their location and sending
cess. When a voter expresses interest in an issue them specific, location-based messages – can help
and seems to respond positively to your candidate’s bring the online and offline campaign together. The
stand, then you want to up-sell them. Are you inter- idea is to send local people local information, cen-
ested in this? Well, you tell a friend. So, you told a tralize your communications, volunteer, and GOTV
few friends? Purchase a lawn sign. Bring them up the programs, and empower people at the local level to
cultivation process and make them feel wanted. carry your message for you. For example, enable vol-
unteers in a local area to sign up on a map on your
Know your supporters. – You are building a re-
Website that will show your precinct captains where
lationship with voters, while juggling a dozen other
they live and where to meet.
balls at once. You need to know how to respond
to people, where, when, and how. At a very basic Think like a salesman. – CRM systems can be used
level, this means sending messages based on demo- for traveling salesmen who responded to a central of-
graphic information, which you can collect yourself fice but had their own, local territories. Campaigns
and purchase as part of your list. Many campaigns may be good at issuing top-down messages, but they
do not have the capacity to do more than this. On a need to learn to develop a way for local volunteers or
more complex level, knowing your supporters means staffers to report back up the pipeline.
responding to them through their preferred medium CRM can help campaigns coordinate all the thou-
and at the day of day that’s right for them. Campaigns sands of individual interactions from each volunteer,
can also adapt polling information and use it to com- and then display those interactions for each local co-
municate with people based on the issue that matter ordinator come on a minute-by-minute basis for an
to them. instant update on the campaign. Campaigns can ac-
Don’t be embarrassed to outsource your CRM tually code their databases to pinpoint the best volun-
technology. – CRM and tools like data-mining are so teers for things on a local level. Taking my last point
new that many in the political world simply have not into consideration, mapping is a much easier way for
developed the skill set to use them effectively, nor people who are not highly skilled data people to be
does the political industry posses an infrastructure able to quickly see and understand the ramifications
for a politics-specific CRM industry, such as the po- of the work being done by people on the ground. A
litical polling industry. At the same time, many cor- good CRM system can make all that possible.
porate CRM systems have become a bit more cam-
paign-friendly. The pricing models are changing. For
the time being, outsourcing the technical administra-
PART III
CHAPTER 13
CRM brings the total
institutional relationship
Finding the with a supporter under a
Lifeblood of Your single roof.
for state-level voter information management, but ‘enhanced’ often benefit from an additional round of
not all states have fully complied, and access to and phone number matching (provided by yet another set
accuracy of statewide databases varies widely. of vendors).
Much of the country continues to be a patchwork
of county-level data collection that results in missed
opportunities for voter contact for campaigns and Independent candidates
advocacy groups. HAVA requires “a single, uniform,
official, centralized, interactive computerized state- and advocacy groups
wide voter registration list defined, maintained, and are sometimes able to
administered at the State level” – but each state sets purchase data from a local,
up its own systems, and they each collect different
types of data. You can find a report on the status
state, or national party,
of each state’s HAVA compliance at ElectionOnline. but often rely on voter file
org. vendors to supply data.
voter. A campaign will conduct a poll and record Bank). While open-source CRM solutions (CiviCRM,
support for each candidate, then a statistical con- Advokit) could be useful for small-scale voter file data
sultant will use the results to project out support management, most are not capable of dealing with
probabilities for different demographic/geographic large numbers of records/transactions efficiently,
subgroups within the voter file. Partisan organiza- and require customization to preserve voter file data
tions also provide precinct-level data on past election fields.
performance for local geographies in local, state, and While some national campaigns and organizations
national elections, which can be another useful tool build their own voter contact technologies (MoveOn.
in constructing a support model. org, AFL-CIO, RNC), most organizations find their
Models have also been developed to estimate the GOTV or persuasion targets (using their own or a
likelihood that an individual voter will vote – to help voter file vendor’s data manipulation tools) and then
determine who needs turnout messages. Even if a forward this data to other service providers (direct
political group has the resources to create a support mail vendors, telephone outreach firms). Whatever
model for its issue or candidate, it’s often challeng- the scale of the campaign, maintaining and updating
ing to know how best to utilize a modeled support voter file data (appending the results of a vendor’s
score for an individual voter. Campaigns must make voter ID calls, for example) requires some level of in-
decisions about which deciles of turnout likelihood house technical expertise. Few campaigns accurately
to focus on, and where to set the floor for candidate measure the impact of their voter contact activities;
support. This becomes more even more challenging one reason is the technical challenges of maintaining
in volatile races shifting close to Election Day. Mod- and referencing consistent voter file data.
els can be constructed for issue or candidate support.
It’s important to assess the usefulness of a model;
Why is voter file data difficult to work with?
testing its accuracy with ongoing IDs or by testing its
predictive value on a reserved polling sample. Not all Some of the challenges for maintaining a respon-
models are equally useful or predictive. sive CRM solution that incorporate voter file data in-
clude volatility of the data, inaccuracy, and inconsis-
tency of formats. Voter file information is not static;
for a political organization to be effective, it must be
Even if a political group has able to incorporate information on under-the-wire
the resources to create a new registrants, and early and absentee voters.
support model for its issue Voter file vendors or data management systems
or candidate, it’s often that don’t preserve all the possible unique identifiers
that a county or state may have used in compiling its
challenging to know how voter file make it challenging to incorporate early or
best to utilize a modeled absentee vote results available in electronic formats
support score for an directly from some counties.
individual voter. For example King County, Washington makes
available the IDs for voters whose absentee ballots
have been received, allowing smart campaigns to re-
I’ve gotten data on voters in my legislative district, move those who have already voted from pre-elec-
how do I use it? tion GOTV activities, increasing efficiency. New
registrants may be added to files not long before an
Once voter file data is acquired, there is the ad- election takes place, requiring last-minute updates of
ditional challenge of managing and manipulating it. data files. While some vendors procure and provide
Some of the vendors listed above provide web-based updated file information as part of the cost of buying
interfaces that allow for dynamic creation of voter the data, many more do not.
lists in different formats, for different purposes, there
are software tools designed to allow campaigns and Voter file data often varies based on where it was
advocacy groups to make use of voter file data. One collected: some counties in a state may keep records
example of this type of software is the Voter Activa- of the last 10 elections, while some may only have us-
tion Network, used by many state Democratic Party able data on the last three – and the voter file source
organizations to access and work with their voter file may not be able to tell you which counties are which.
data. Careful review and quality assurance of any analysis
or manipulation of voter file data is essential to avoid
One limitation of most of the voter file software potential pitfalls of mismatched data, queries that
management systems is their lack of ability to inte- produce unexpected results, and potentially missed
grate with other key campaign software tools (fund- opportunities to contact supporters or persuasion
raising and volunteer management programs, email targets. Files from different states may store data
communication tools), although there are some plat- very differently: while most files have a separate field
forms that are moving towards providing this type for each recent election, some store data on the last
of seamless integration (NGP Software, The Data
CHAPTER 15
@ Idealware provides candid
Consumer-Reports-style reviews
and articles about software
An Introduction of interest to nonprofits.
Through product comparisons,
to Integrating recommendations, case studies,
and software news, Idealware
Constituent Data: allows nonprofits to make the
software decisions that will help
them be more effective. For
Three Basic more information, visit
www.idealware.org.
Approaches Integration is also critical in keeping your data
clean, updated, and useful. If someone updates a
LAURA S. QUINN34 phone number in one system, integration allows that
IDEALWARE new number to be updated in your other systems.
When information has to be updated in real time—
for instance, when a website visitor should see differ-
It can sound complicated, but it’s a simple con- ent information because they’ve just signed up as a
cept: integrating your constituent data means con- member—integration is the only way to do it.
necting the information from the various systems
you use in order to communicate with and track your But is this kind of integration possible in the non-
constituents, so that your organization can see a uni- profit world? Well, sometimes. The options for data
fied view. For instance, you might integrate an email integration aren’t as fully developed as one might
blasting software package with your donor database. like. If you’re hoping to integrate the software you
Linking these systems will allow you to email all your already have, you may be limited by the features that
donors (all those with email addresses, at least) from are available in those packages. That being said, there
your email blasting tool, and perhaps to view the are a number of methods worth considering.
emails sent and the donor’s responses from within In this article, we’ll walk through the three basic
your donor database. approaches to combining the data from different
Linking up your constituent data provides some sources: Manual Import/Export, Integrated Tools,
big advantages. For one, it allows you to get a com- and Automated Connectors. Each of these methods
plete view of your constituents. If Joan the develop- has its own strengths, weaknesses, and consider-
ment director is keeping her own email list in Con- ations. While the perfect solution may not exist, we
stant Contact, and Frank the volunteer coordinator is can at least help you understand your options.
keeping his volunteer list in an online volunteer man-
agement application, neither can take advantage of Integrating by Manual Import/Export
the potential opportunities in each other’s lists, and Joan’s organization is using an event registration
you can never get an overall picture of the ways each system to allow people to sign up for their conference
constituent is involved with your organization. online. They want to be able to see who’s registered
in their donor database, however, so they can get a
holistic view of not only who’s registered, but who’s
When information has to be updated in real time donated, who they’ve contacted, and more
– for instance, when a website visitor should see On a weekly basis, Joan goes through a check-
different information because he or she just list of tasks in order to manually integrate this data.
signed up as a member – integration is the only First, she goes to the registration software and, using
way to do it. that tool’s reporting features, exports a list of all the
people who have registered in the past week. She
then opens the exported file in Excel and changes the
order of the columns so that the Excel file is in a for-
mat that her donor database will understand.
34 Robert Weiner of Robert L Weiner Consulting Lastly, she goes to her donor database, and uses
(www.rlweiner.com/), Tate Hausman of Dot Or- its upload utility to upload the list of registrants from
ganize (dotorganize.net), Beth Kanter of Beth’s the Excel file. The donor database uses some com-
Blog (beth.typepad.com/), and Paul Hagan also bination of fields – perhaps first name, last name
contributed to this chapter.
and zip code – to identify which registrant should be • Requires greatest amount of ongoing
linked up with which donor. staff time. While the other methods
allow you to set up the integration pro-
The Details cess up-front and then let it run mostly
We’ll call this kind of integration “Integrating by untended, manual integration requires
Manual Import/Export.” In summary, a member of a continuing chunk of time from a staff
your staff manually exports data from one system and member.
imports it into another on a periodic basis. The time • Opens the door to human error and data
and effort required for this kind of manual integration issues. This option depends on a staff
varies greatly depending on how many data sources member consistently running through a
you are trying to integrate and how much work is re- potentially complicated series of steps.
quired to get the export file ready for import. In the Over time, human nature means that
above scenario, for instance, Joan had to change the mistakes are bound to occur, which can
order of the columns in order to get the export file into create incorrect data, duplicates, or miss-
the format required by the donor database. Another ing information.
system might not require her to do this, or it might • Requires careful integration plan and
require her to do more work – for instance, changing process. Like with the Automated Con-
the column labels as well. The scenario above might nector option below, manual integration
require about a half-an-hour per week for someone will require careful initial planning. You’ll
who was familiar with the process. need to define what fields you will use to
This option has a number of advantages: link the data (i.e. can you match constitu-
ents based on email address? Name and
zip code?). It’s also important to define
• Lowest initial investment. Manually in- which system will be the primary owner
tegrating data doesn’t require an initial of each piece of data – for instance, in
investment in programming time or Joan’s scenario, the event registration
software tools. Instead, the investment system was the owner of the event reg-
is shifted to staff time to plan the inte- istration list and the most up-to-date
gration process and then to perform the registrants, but the donor database was
manual updates over time. This can the owner of the full constituent list for
make it an affordable way to get started, the organization. Think carefully through
or to try out various options. the process – what happens when con-
• Allows the widest choice of software stituents are added? Removed? When
tools. Most software packages support information changes?
at least a basic import and export, so • Time lag in information sharing. The
you’ll have the widest variety of software data in one system will slowly go out-of-
options from which to choose. synch with the other in the time period
• Allows you to target software tools to between manual updates. For instance,
your specific needs. Integrating several in our example above, the donor data-
different tools, rather than using a single base is only updated with new registrants
integrated software package as described once a week, while the event registration
below, allows you to optimize functional- tool shows new registrants immediately
ity and price. If you need very robust do- after they register. This type of delay can
nor management functionality but just become problematic in specific circum-
basic email blasting capability, you can stances – for instance, if you want to
chose two different tools that meet your allow constituents to login to multiple
precise needs. systems with the same password, or to
• Flexibility in changing software packages show them data from one system based
down the road. Because there’s minimal on information from another.
upfront cost, your data integration strat- • Relies on a single staff member. One staff
egy doesn’t tie you to any particular piece member typically does all the manual in-
of software. If you need to swap out your tegration, which can lead to problems if
event registration tool for another one, that staff member goes on vacation or
for instance, the additional investment leaves the organization. If that person
for integrating the new tool is likely to be becomes overworked or frustrated, the
one of hours rather than days. integration process can stop altogether.
Careful documentation and training mul-
tiple people to do the manual process
But the method also has notable drawbacks:
can help.
• Integrating many data sources can be- fort, it’s certainly worth considering moving all your
come prohibitively complicated. Try- data into a single integrated package. This has a
ing to manually integrate several differ- number of substantial advantages:
ent databases requires juggling many
data formats and a multitude of files.
• No special integration effort or issues. The most
While carefully documenting the exact
obvious advantage is that, essentially, data inte-
sequence of steps and tasks can help,
gration is taken care of for you. Because all in-
the limitations of human concentration
formation for these various functions is stored in
mean that manual integration can’t scale
one central database, no staff time or planning is
to the same level as the other options.
needed to synch across multiple tools.
• Much lower danger of data inconsistencies. The
In general, this is a good option if you’re looking central database, and the fact that no data is ac-
to inexpensively integrate just a few data sources, tually being moved, makes the likelihood of data
without a big initial investment. It’s also a practical problems much lower with this option than with
way to get started in understanding what tools you others.
need and what data needs to be integrated. Don’t
• Common functionality can be “plugged in.” The
underestimate the staff time required, however, par-
larger integrated packages provide functionality
ticularly as the number of data sources increase. And
for most common needs—either out-of-the-box,
don’t discount the danger of accidentally introducing
or at an additional charge. This allows you to
problems into your data through inevitable human
conveniently add on functionality down the road,
error.
without the need to search for another software
What does a software package need to provide to package.
support manual integration? Make sure that the tool
• A single contact for support. If you have a ques-
allows you to export and import the actual fields you
tion or problem, it’s easy to figure out who to
are trying to synch up. Flexibility in the column order
call. You’re only working with one vendor.
and the file names used for the import/ export files is
also very useful. If you are trying to integrate a pack- • Data is updated in real time. As all the data is
age that will only export in one specific format with in the same database, there is never a time when
one that will only import in a different specific for- any information is out of synch. This is impor-
mat, you will have to transform the data file each time tant if you want to allow constituents to be able
you want to synch the data. In addition, the ideal to login to multiple systems with the same pass-
system will automatically check for duplicate records word, or to show them information from one
after each import, enforce your data entry rules (e.g., system based on information from another (so
states must be upper-case), and allow you to review for instance, if you want to allow them access to
changes before they are posted. a member section of your website immediately
upon registering as a member).
Using Integrated Packages
But an integrated package is not the solution for
George’s organization needs to be able to accept
every organization. There can be some distinct draw-
both online and offline donations, mail direct ap-
backs, depending on your situation and needs:
peals, send emails, register people for events, and
track and manage their list of constituents. They’ve
chosen one software package that supports all of • Requires you to migrate all existing data. For
those functions. This means that George uses a sin- those who are established with constituent com-
gle online administration tool to see and manage all munications or tracking applications already,
the information about each of the constituents with there’s a huge downside to integrated applica-
which they’ve interacted. tions: you need to abandon your existing soft-
ware and move all of your data into the integrated
tool. Make sure everyone on the team is ready to
The Details
give up your current software and to learn to use
The challenge of sharing data between multiple a new tool. On the other hand, if you’re operating
applications has led to a whole new category of soft- from Excel spreadsheets and slips of paper, the
ware: integrated packages. These applications pro- move to a new system may provide the impetus
vide many different functions that all use the same and rallying cry needed to centralize all your data
central database. Your information is completely into a usable form.
synched up and interconnected because you’re only
• Jack of all trades, master of none. Most inte-
using one application as opposed to many different
grated software packages are built around a core
ones which may not quite talk to each other.
functionality – for instance, event management
If you’re looking to do a wholesale integration ef- or email blasts. While they have built on many
additional functions, these features are often not integration was very important to them, but the man-
nearly as strong as the core ones. If you need ual import/export process was not working as well as
features in three divergent areas, you’re likely to it could. It took too much of Joan’s time each week,
get more robust functionality in three separate and they really wanted to be able to use their donor
tools rather than one integrated package. database to see a list of event registrants that was
• High dependency on a single vendor. When always up-to-date.
you’re relying on a single vendor for a lot of criti- Joan hired a programmer to create an automated
cal functions, it’s a big mess if that vendor goes connection between the two systems. Now, when-
out of business or moves in a direction unfavor- ever someone registers for an event, an automatic
able to your needs. process is kicked off. The registrant’s information is
• Difficulty in extending functionality. It may not sent to the donor database, and the records in the
be easy to fit in functionality that the integrated donor database are reflected to show the registration
package hasn’t planned for. While some pack- in real time.
ages offer partnerships with other specialist
tools, moving beyond the functionality provided The Details
by the out-of-the-box application may require
In many ways, integrating through automated
either costly customization, or connecting your
connectors is similar to Manual Import/Export. Data
integrated application with additional software
is pulled from one application and added in to anoth-
tools though either a Manual Import/Export or
er. Instead of doing this process by hand, however,
Automated Connectors integration method.
an automated connector allows the data to flow from
• Sizable ongoing cost. While technically-savvy or- one system from another without human interven-
ganizations may be able to make use of free open tion.
source solutions in this area, most organizations
How do you make this automated magic hap-
will need to “rent” a hosted application for a
pen? Some high-end software packages provide out-
monthly fee. Fees vary widely depending on the
of-the-box automated connectors which allow them
features available, but can range from about $50
to easily talk to particular other software packages.
to thousands of dollars per month.
And for some tools, particularly open source ones,
you can find community-built modules that can be
If your needs fall into common scenarios (for in- used to create automated connectors with minimal
stance, you’re strongly focused on advocacy, online setup. But most of the time, creating a connector
outreach, or serving a base of members) and you will require a development process – careful design,
don’t have strong established systems already, an programming, and testing to create a program that
integrated tool can be a great way to go. If you’re synchs up the data between the two systems.
thinking through options for a new organization, or Not every software package can be integrated by
you’d like to pull together a number of diverse datas- automated connector, however. In order to create
ets, an integrated tool is well worth considering. But a connector, you need to be able to access the soft-
make sure you consider the drawbacks: you’ll be de- ware’s data via code. This means that the software
pendant on the success of a single vendor, and you’ll vendor needs to provide an application programming
likely have less flexibility to meet unusual needs. interface (API) – a way to request or provide data via
When looking at integrated packages, it’s criti- code – or otherwise expose the data. Some software
cal to consider the range of needs that they cover. packages provide this type of access to the database,
Because the key benefit is the all-in-one nature, try but many do not. Others charge to be able to use an
to find a package that meets not only your current API. Some provide access, but in ways that makes it
needs, but also likely future needs. In addition, ask complicated to integrate. What your software tool
careful questions about the user base and long term allows is a key consideration in thinking through
viability of the vendor.35 If you’re going to put all your whether this method is right for you.
eggs in one basket, make sure that it’s a sturdy bas- This is a powerful integration method, with a
ket. number of sizable advantages:
Integrating through Automated Connectors • Can use targeted, best-of-breed tools. As dis-
Let’s go back to Joan’s organization, which want- cussed above, tools that concentrate on doing a
ed to synch up its event registration information with single thing well are often more powerful than
its donor database. Over time, they found that this integrated packages. Selecting the very best ex-
isting tools for your needs and then integrating
them yourself is likely to provide the most robust
35 See the article Vendors as Allies: How to Evalu- support for sophisticated needs.
ate Viability, Service, and Commitment at http://
www.idealware.org/articles/vendors_as_allies. • More options for integration and aggregation. If
php.
you’re building your own connectors, you have tecture (i.e. exactly how do the systems talk to
precise control over what the integration pro- each other?), design the business rules (which
cess does. This also allows flexibility for more system has the definitive record? what happens
sophisticated data aggregation strategies – for with duplicates?), build the connector, and then
instance, if you are integrating many systems, it thoroughly test it.
might make sense to feed the data into a single, • Dangerous if done poorly. It’s critical to invest
central “data warehouse” application rather than in carefully planning and testing automated con-
connect every system to every other system. nectors. A poorly executed connector can be
• Minimal ongoing investment. While there are much more damaging than a poorly thought
substantial up-front costs, this is the option that out manual import/export process, as there are
has the lowest ongoing cost. There’s unlikely to likely to be fewer controls to stop you from doing
be any ongoing fees associated specifically with things that will “break” your data, and it could
data integration, and staff time is required only touch thousands of records before anyone spots
to oversee the process, maintain the connectors, the problem.
and make any updates based on application up- • Maintenance. As with anything you build your-
grades, rather than investing substantial time in self, you’ll need someone on call to monitor your
manually updating data. data, make sure your connectors are working
• Data can be updated in real time. Depending on properly, update the connectors to any applica-
the type of data access the vendor provides and tion upgrades, and troubleshoot issues.
the type of connector you build, it’s possible to • Ties you to particular packages. If you invest
create connectors that synchronize information in building a connector to a specific package,
in multiple systems in real time. As discussed it’s harder to replace that package to meet new
above, this is useful in allowing users to login to needs or if the vendor goes out of business.
multiple systems with the same password, or to
show them information from one system based
on information from another. An automated connector between best-of-breed
applications is for most organizations the most de-
• Flexibility in swapping out software packages
sirable integration method – but building it yourself
down the road. This option provides middle-
requires a considerable investment. When looking
of-the-road flexibility for swapping out software
for software, factor in existing connectors to other
– more so than using an Integrated Package but
useful software packages as a huge benefit. If a
less than with the Manual Import/Export. If you
solid automated connector already exists, you get all
need to move to a new event registration tool, for
the benefits of this powerful integration method with
instance, you’re able to do so, but you’ll need to
little of the downside.
invest in building a new connector.
If no connector exists, however, does it make
sense to build your own? This is a good option for
If a connector has already been created to inte- tech savvy organizations who are ready invest in data
grate the packages you’re looking at, then all of these integration, especially those who find that their needs
advantages come with very little downside. For in- are not well met by the existing integrated packages,
stance, many high-end donor databases have part- or are committed to the tools they are already using.
nered with online donation or event management
If you’re looking at software packages with an eye
tools to seamlessly integrate the two software tools
towards one that can be integrated via automated
via automated connector. Other tools, like Salesforce.
connector, it’s critical to determine whether the pack-
com or open source applications allow community
age offers a method to access the data via code. Ask
members to create and share the code to integrate
your technical expert to evaluate the technical speci-
additional software packages. It’s highly desirable to
fication to make sure it’s compatible with the pack-
have such pre-existing connections, and worth look-
ages with which you’d like to integrate it. If real time
ing for as you select software.
integration is important to you, confirm that you have
If no pre-existing connector exists, however, you’ll the necessary system access to make that possible.
have to build this interface yourself. While certainly
possible (assuming, of course, that you can access
the software’s data via code), this is not a task to be Which One is Right for You?
undertaken lightly, and involves some substantial Which option is the right choice for you? As al-
drawbacks: ways, it depends. There are valid reasons to go with
any of the three of these. You’ll need to carefully eval-
uate your own needs and concerns, but the following
• High setup time or cost. You’ll need to either
decision tree can help you navigate some of the most
code the automated connector in house, or hire
common reasons for choosing one option over an-
someone to do so—a significant investment.
other.
You’ll need to carefully plan the technical archi-
Whichever option you choose, don’t underesti- your ability to truly understand and connect with your
mate the planning element in all of this. Before you constituents.
purchase any software, make sure you have a data
strategy for the new system–how will the data relate
to your existing data? How will it be maintained? Re-
member that no system or option can keep your data For more information
clean and useful by itself. Someone – or multiple
people – in your organization will have to take owner- GETTING IT ALL IN ONE PLACE:
DATA INTEGRATION STRATEGIES
ship of the data, set data entry standards, and keep
watch to make sure that information flows usefully http://www.beaconfire.com/news/features/
across the organization. nten_presentation_data_integration.php
Data integration isn’t a trivial undertaking, but it’s
well worth the effort. Just imagine it: the assurance THE INTEGRATION PROCLAMATION
that the data in any system is the most accurate and www.IntegrationProclamation.com
up-to-date information you have. The ability to tar-
get communications based on a full picture of each
person’s involvement. And best of all… increasing
CHAPTER 16
Constituent relationship
management is a necessary
catalyst for nonprofits to
Drive Advocacy and best utilize their greatest
Action with CRM asset: information.
cedures for collecting detailed information on each ents, it is only a snapshot of constituent behavior.
individual constituent. Contact information can in- CRM provides political organizations and fellow
clude data captured automatically via the Internet or nonprofits with new views of the relationship be-
entered manually by staff. The most common type of tween the organization and its constituents that is
data includes demographic, behavioral, historical or most easily achieved in a SaaS model. It helps non-
event-driven data. The result is a truly holistic picture profits unite the online and offline experiences of
of the relationship between the organization and the constituents into a single view. Social CRM provides
supporter. nonprofits with critical data needed to build relation-
ships with donors, members, prospects, participants
and volunteers – all in a single, interactive system.
CRM systems, when
implemented adroitly,
become the central nervous CRM helps non-profit
system of an effective organizations
organization and introduce
a set of processes and • Manage constituents
procedures for collecting • Communicate with constituents
detailed information on • Increase the number of constituents
each individual constituent. • Maintain constituents
• Encourage behavior
• Develop an individual relationship with
Constituent relationship management systems
each constituent
help organizations leverage collected information
and manage relationships with contacts in an orga-
nized fashion. To include details provided in face-to- Some organizations may need to use all CRM
face conversations, many CRM systems enable staff features and some may only require the use a
members to add information to constituent records. few. It all depends on an organization’s mission
Organizations are then better equipped to determine and goals.
how to engage existing contacts and acquire new
ones.
Constituent relationship management systems 1. Building a Unified Database
are also frequently used to help organizations manage Organizations sometimes rely on multiple data-
relationships with donors. Information pertaining to bases to track interactions with constituents. There
donor demographics, custom information data sets, may be an address book or database in the email cli-
and promotion/transaction histories are maintained ent that contains basic contact information. There
in the CRM application. In addition, all donor activi- may also be a database at the website that tracks
ties and participant history can be viewed. Complex traffic and the interests of web visitors or a database
processes automate the management of individuals that tracks donations and each donor’s contact infor-
within units (families and sponsors) and track inter- mation. Other databases may track program-related
actions and relationships within and between units. information.
Donor management systems also help organiza- This separation of data inevitably leads to data
tions set up, plan, and execute financial development integrity issues, greater inefficiencies, higher costs,
efforts, institute accountability measures for staff and limited information. But above all, this separa-
and keep track of all donor-related historical activi- tion of data means lost opportunities.
ties. CRM offers a unified platform for managing
all the database functions mentioned above. Or-
The Concept of CRM ganizations using CRM can store a common set of
biographical, behavioral and historical information
Constituent relationship management is a tech- including online and offline interactions (email, di-
nology tool that records significant interactions with rect mail, phone messages, donations, registrations,
constituents. (For the majority of organizations, CRM and web interests). In addition, robust CRM systems
data is limited to sales and service information.) In- should utilize industry standard formats to help ease
formation on a constituent’s last donation amount the database migration process. The result is a sole
or campaign contribution is an example of the type contact/donor management system that meets the
of information political organizations and nonprofits organization’s entire database needs and provides
store in CRM applications. Although this information a comprehensive view of the relationship between a
helps organizations better understand its constitu-
CHAPTER 17 people who visit online news sites, and at the people
who read and post comments to political blogs. And
pay particular attention to the people who have al-
ready demonstrated an interest in your candidate or
Finding the Political cause through their donations, attendance at your
events, or by signing up for your newsletter. They are
Influentials in Your your Influentials, your peeps.
most important one – that helps them stay connect- of, say, a white, high school educated baby boomer
ed to their friends and colleagues. who is extremely influential in her rural community
are likely to differ from those of , say, a highly edu-
cated, urban African American man who is very influ-
Finding Your Influentials – Your Peeps
ential among his friends and colleagues.
Where to look? Start with the people already on
A study that IPDI is currently conducting will at-
your list. Identify the people who help you the most.
tempt to answer the question, how do the various co-
Who has made a donation? Make a note of it. How
horts differ? The new “Poli-fluentials” study will be
did they make it? – by snail mail, online, or over the
published in late spring of 2007. Stay tuned!
phone? Again, mark it down in the file.
Who forwards your email? Software exists that
can track this activity, and while it has obvious pri- How Do You Motivate Them to Work for You?
vacy implications that should be clearly set forth in IPDI’s earlier publication, Putting Online Influen-
your privacy policy, it provides an important indica- tials to Work for Your Campaign,42 identified five ways
tion of who your Influentials are. Because that’s one to capture the Influentials’ energy and enthusiasm
of the things that Influentials do: they forward email for politics, and take advantage of their strong ties to
to their friends and colleagues, four times more often their communities:
than do average Americans.41 They are activists, so help them lead.
As you collect information, keep adding it to the • Ask for their help. They are used to par-
file. Pretty soon your Influentials will, like cream, ticipating, organizing and leading, so make
start floating to the top. But even though they may a clear request, and provide specific direc-
be hiding in plain sight, you won’t know who they are tions.
unless you keep careful records. So document, docu-
• Tell them what you need. Or, stated from the
ment, document.
opposite perspective: Don’t ask; don’t get.
While you are identifying the Influentials already
on your list, cast your net for new ones.
They are joiners and networkers, so build an on-
This is a little more difficult. There is no master
line community.
list of Influentials. Instead there are lots of smaller
lists. And what motivates one group of activists • Form online communities around key issues
may not motivate another group. The trick is to find and constituencies. Take advantage of pre-
people who are actively involved in the issue you are existing online communities on blogs and
advocating – or an issue similar to it. For example, social networking sites.
if I were running People for the Ethical Treatment of • Create an organizational blog so that they
Animals (PETA), I would try to find lists of dog own- can communicate with each other.
ers, save-the-whales types, cat fanciers – anyone who • Take advantage of their social and profes-
has show concern for the well-being of animals. The sional networks by emailing them informa-
names of people who have signed up for, paid dues tion that they can forward to their friends
or made a contribution to these organizations are of- and colleagues.
ten available for purchase from commercial list bro-
kers; and if I were doing an email outreach to solicit
new members, I’d use these lists. They are news junkies, so feed their habit.
Better yet, I would find websites where these peo- • Post news stories on your Website, or bet-
ple congregate, including social networking websites ter yet, ask them to sign up to a permission-
like MySpace or Facebook, and link from my profile based list serv that distributes relevant news
back to my own site where people could find more updates.
information. I’d also purchase advertising on blogs • Provide links to other news sources, blogs,
with similar interests. etc.
But the animal lovers of the world that constitute
PETA’s Influentials are not necessarily interested in, They are opinionated, so give them a micro-
say, foreign affairs. Those Influentials will congregate phone.
in other places and thus require a different focus.
• Influentials are the kind of people who write
letters to the editor and call into radio and
Is There a Subset of Political Influentials?
Yes. About half of Influentials are politically active.
And among that half, one size may not fit all. The 42 Carol Darr, Julie Barko and Brandon Robinson,
habits, attitudes and manner of political involvement Putting Online Influentials to Work for Your Cam-
paign (Washington, DC: Institute for Politics,
Democracy & the Internet, 2004) 5, available at
41 Graf and Darr, 27. www.ipdi.org/publications
forums to wiki’s for community-contributed content. If you work in other countries, find a system that can
In short, content management systems aren’t just speak all your languages.
about posting articles on your site anymore. An in- If you’re an international organization, then you
tegrated CRM system allows you to add constituent need a CRM program that works just as well in Spain,
profiles, membership and volunteer signups, event Brazil, and Poland as it does in the United States.
registration, surveys and more to this mix. The trick is It’s not an easy thing to find: developers face many
synchronization. Any time each of these transactional challenges in developing this type of program. After
interactions occurs with somebody in your constitu- all, it may be difficult to find a programmer who can
ent base, that interaction becomes part of your CRM. speak the languages of each country you work in well
In other words, your CMS (website content manage- enough to create a system that responds to surnames
ment system) and CRM (constituent relationship in Arabic or streets in South Korea.
management) work as a team.
The need to be multilingual isn’t just a charac-
teristic of your CRM. Sometimes your website also
needs to be navigable in other languages. But a
Most of us consider a multi-lingual site doesn’t end with the translation of
database and a Website a few articles or documents. Make sure the form la-
bels and form choices on your sign-up and donation
to be two different things. pages are easily translatable. Otherwise, you can end
However, synchronizing up with usability problems or even discrepancies in
the CRM system on one your database. Other language issues include things
like date formats (in the United States, we typically
side and the Website on the write our addresses as month/day/year, while other
other allows you to host countries write their dates as day/month/year), ad-
constituent information dress formats, and character sets. Many languages
online and then selectively don’t use the Roman alphabet. Currency is also an
issue. Depending on your organization’s scope you
enrich it through may need a program that supports multiple curren-
interactions that happen cies and currency formatting. If your organization op-
online erates outside of the United States, then all of these
technical issues should be broached during your eval-
uation process.
For example, if your organization needs volun-
teers for a fundraiser next week, you might consider
placing a notice on your Website saying, “Please sign If you’re an international organization, then you
up here.” If someone signs up who is not already in should consider some of the following elements
your constituent database, then that person is imme- before you select a CRM program:
diately added and a follow-up message with instruc-
• How many countries do you work
tions is immediately generated. When this volunteer
in? How many languages?
actually serves her time, then the system records
those hours and generates a thank you note. It allows • Are the form labels and choices on
the organization to track how often someone volun- the sign-up and donation pages of
teers and his or her strengths, likes, and dislikes. Next your website easily translatable?
month, when you’re looking for a volunteer to serve • Do the people you serve write their
as event organizer, you know exactly who to turn to. dates differently?
Synchronization builds intelligence and history about • Are addresses written differently in
your whole community into your database. You don’t the countries you serve?
need a backroom full of staffers or volunteers tak-
• Do you need to use a character set
ing information from 3x5 cards and plugging it into a
other than the Roman alphabet?
PC.
• Do you need support for multiple
currencies?
What is Drupal? Drupal is a free content man-
agement system (CMS), a software package that This is an area where an Open Source program
allows an individual or a community of users to has many advantages: you can open up the develop-
publish, manage and organize a wide variety of ment and translation process to people around the
content on a website. For more information, visit world, not just people who sit in your office, or the of-
http://drupal.org/. fice of your CRM developer. You can potentially share
the cost and effort of translating the software with
other organizations and institutions in your region.
The CiviCRM project provides an online tool for a round peg into this square hole, but it might not al-
collaborative translations which requires a minimum ways work for your constituents. Let’s start with CRM
of technical skills to use. This type of facility is proving terminology. Instead of working with companies and
to be a powerful means of propagating the software buyers, you’re working with individuals, households
into multiple languages, which in turn helps make and organizations. The kinds of transactions that oc-
sure that we can continually improve our support for cur in non-profits are not limited to a phone call that
locale-specific needs. leads to a sale that leads to an invoice. By contrast,
transactions in the non-profit space range from ob-
taining volunteers for an event to getting people to
donate to distributing services. Non-profits who use
By choosing an Open CRM software must define what their transactions
Source solution, you can are, what the interactions are, and who their constitu-
potentially share the cost ents are in an open way. This will help them decide
how to track their communications and search their
and effort of translating databases.
the software with other You need a platform that resembles a Craftsman
organizations and toolbox – which has the flexibility to model a wide
institutions in your region. variety of data and transactions. Even more impor-
tantly, you need to devote the time and resources
to planning your CRM implementation. This means
Look for a system that makes it easy for the end user evaluating your existing work-flows and the data cur-
(you) to generate reports. rently being stored to determine what’s working and
All the data in the world is useless unless you, the what’s not. The community of users for an open-
end user, feel comfortable enough searching and an- source platform can often be a good resource during
alyzing the data to make good decisions. Think about this process. If budgets allow, engaging a profession-
your donors. Anytime somebody donates on your al service organization which specializes in database
website, he or she becomes part of the database. All and work-flow design for non-profits can also help
his or her contact information is recorded. You need ensure that you get off on the right foot.
a system simple enough to allow you to view who
donates, when, how much, and why, but complex
enough to show details, such as which programs he Case Study
or she cares most about, and where necessary, log of-
fline communications, such as phone calls and face- I recently worked with a nonprofit organization
to-face visits, with that donor. Look for a system that that helps families finding missing people who suffer
allows you to incorporate all of these things into one from mental illness or substance abuse, the home-
database and potentially allows you to create visual less, and children from foster families.
presentations (charts and graphs) to help you better
understand your donor base.
Goals
In 2006, the nonprofit wanted to implement an
People use technology differently in different coun- Open Source CRM system called CiviCRM to syn-
tries, so reach them appropriately. chronize data from its Website. In particular, it want-
Different parts of the world have different levels ed to allow users to:
and types of technology penetration. Broadband-con- 1. Submit a missing person form
nected desktop computers may be quite prevalent
among constituents of an environmental advocacy 2. Submit an unidentified person form (law en-
organization in the United States – making e-news- forcement and/or forensic investigator sub-
letters a great medium for communication. However, mit an unidentified form in the hopes that
organizations in third world countries (as well as or- the public can help make an identification)
ganizations who target youth) increasingly rely on cell 3. Search for missing person and unidentified
phones and text messaging to reach their audiences. person details
CRM platforms need to begin incorporating these The Plan
modalities in order to stay relevant to these diverse The nonprofit needed a customized CRM sys-
needs. tem, and they didn’t have the in-house staff to do it.
I worked with the nonprofit to help them customize
Find a solution that treats your constituents like con- the CiviCRM platform and synchronize it with their
stituents, not like customers. Drupal-hosted Website.
Classic CRM systems focus narrowly on the sales- First, the nonprofit brainstormed some of the
man/customer relationship. You can try to squeeze fields that they wanted to include on each of their
Web forms, which include submitting a missing per- The process wasn’t too difficult. Let’s use the ad-
son and an unidentified person report. I compared ditional location fields as an example. I started on the
those fields to the field names already included in CiviCRM profile and custom data page and clicked
CiviCRM’s standard data platform. I then created on Go to Location types (home, work, etc.). I clicked
custom data fields for all new areas: on New Location Type and entered “Submitter Loca-
tion” in the box following Enter Name. I clicked on
vCard and added the description: “Person submit-
Standard New Fields Created for ting form.” I then clicked the “Enabled” box and “De-
CiviCRM Data the Nonprofit fault.”
First name Date of disappearance When a user submits a missing person form, or
an agency submits an unidentified person form, a
Last name City/last known location nonprofit staff volunteer reviews and sorts it by plac-
Birth date City/location missing from ing it into several groups all contained in the CRM
program: approved, rejected or pending.
Gender Age at disappearance
Height Lessons learned
Weight (lbs) 1. Always save your work. Especially if you de-
Hair Color/ Style cide to create fields on your own.
2. Ask for help. If you choose an Open Source
Eye Color
solution, like CiviCRM, then chances are
Race good that it already has its own family – an
active community of developers just like
Aliases
you. Many of them may know the answers to
Distinguishing characteristics - your questions.
scars, birthmarks 3. Build on an existing system. The beauty of
Medical conditions an Open Source solution is that you get to
build on the work of others. That means that
Clothing and Jewelry much of the programming work is already
DNA sample available down for you. The customizing is your job,
but many people can walk through the steps
Dental Records Available with a little support.
Fingerprints available 4. When building Web forms that you want to
Contact Name, Address, Phone, synchronize into your database, ask the fol-
Email lowing questions ahead of time:
a. Is this field required?
Submitter Name, phone, Email
b. Who can view this field once it is
Submitter Relationship in your database? Who can edit this
Law enforcement agency field?
c. Do you want the information con-
Investigator
tained in this field to be viewable on
Case classification your Website?
Additional case details d. If so, do you want these fields to be
searchable from your Website? That
is, do you want to give people who
I supplemented the already created CiviCRM Pro- visit your site the ability to search
file with additional custom data fields that I created for information
myself. Some of the fields, such as location types,
where adapted from CiviCRM’s existing address
fields.
How do you promote deeper participation from The Civic Fish Ladder
your web membership, collect valuable demograph- When talking about prompting people to civic
ics from them, and avoid triggering common nega- action I like to use the analogy of a fish ladder. This
tive reactions to data collection? analogy takes me back to my childhood in Seattle,
With a website that supports your constituent re- watching salmon returning to Lake Washington from
lationship management program. the Pacific Ocean to spawn. As people began to dam
and block the river ways that fish use to spawn, they
With a clear set of objectives for your website,
realized that they had to provide some way for the
and some new ways of structuring features, you can
fish to return or they would quickly die out. The solu-
help guide your members to action on behalf of your
tion to this problem is a set of ascending pools of
organization, all while collecting the information you
water alongside the man-made obstruction that the
need without turning off supporters with scary data-
fish can use to jump up, one-by-one, until they reach
collection forms.
the top and can continue on their way. Interestingly
enough, a fish ladder will only work when the correct
amount of counter-current is present. Too little and
For example, MoveOn might send out a call to action and turn out at the polls to vote for our candidate.
that asks its members to call their congressmen about They may even go on other blogs and talk about how
an issue. When people make that call, they jump into fantastic the candidate is. All this information is valu-
the next pool of civic participation. You can use this able in determining what steps the campaign’s fish
same theory. The fish ladder metaphor works all the ladder should contain.
way up the ladder of civic participation, from signing
up for emails to running for office or working on a
Building the Fish Ladder: A Working Example
campaign. Or, to use another metaphor, if you want
to feed your party, you do it one bite at a time. The perfect fish ladder for any organization ulti-
mately depends on the specifics of the organization
and its membership.
don’t have much work ahead. Just put a blog up with with common interests. People go back to MySpace
comments. You probably don’t have to worry about to establish relationships with other people and to
learning much about your readers. If, however, you see how they fit-in with their peers. No one has ever
want to mobilize a massive get-out-the-vote effort, said, “I’d really like to find a group of strangers who
then you need a completely different road map and have nothing to do with me or anything I’m interest-
a completely different way of knowing and engaging ed in. Indeed, I may even want to get together for cof-
your supporters. fee or engage in some civic action in my community
with these very strangers.” That’s not how MySpace
coalesces, and it is certainly not how a federal cam-
paign becomes successful. The primary reason your
In order to build a better blog has readership and your campaign has a com-
site, you have to know munity of supporters are the common interests that
where your audience is and your candidate or values represent. The other attrac-
tive characteristic of MySpace is the pictures. Pho-
where you want them to tos provide a “see what you missed?” teaser, which
end up. prompts the visitor to click links for more informa-
tion or to sign up for events.
How do you encourage your core online commu-
nity activists to talk to each other and their neigh-
bors? A great example of this is Meetup.com and No one has ever said, “I’d
Howard Dean’s presidential campaign in early 2003. really like to find a group
Thousands of supporters had signed up on the Dean of strangers who have
email list and were actively donating money and time
online. Once Meetup.com was offered to supporters nothing to do with me or
as a tool to organize meetings in real life the cam- anything I’m interested in.
paign really took off. This was a perfect way to foster Indeed, I may even want to
several levels of participation. The dedicated support-
ers could be utilized to bring buttons and bumper
get together for coffee or
stickers to hand out, collect contact information of engage in some civic action
other meetup-goers, and provide campaign provided in my community with
talking points. It also provided a way for those who these very strangers.”
were just curious about the campaign to meet, talk to
other supporters in their communities, and eventu-
ally move up the ladder to become advocates them- Finally, promote your most active supporters up
selves. the next step of the ladder. Make them field captains
If you want to accomplish a similar goal, then you and give them responsibilities, such as helping with
need to be able to call on local groups to do targeted meetings or leading small groups of supporters.
tasks as needed, perhaps to help bring people to These field captains can also serve as local, trusted
campaign stops and speeches, or to write and call points of contact that your organization can use to
local media outlets to combat some negative press. organize attendance at rallies, speeches and public
One way to do this is to create features that allow appearances.
the forming of local groups, online chapters or small
sub-organizations – another step up the ladder.
Balancing-act: Welcome visitor! Give me all your in-
Next, allow your stalwart supporters to declare formation. Wait, where are you going?
themselves the as captains and organizers and give
them something more to do. They provide a great Wait. Before you begin, don’t forget one of the
foundation. most important elements: knowing your support-
ers. Who they are, what they care about, why they
You also need to attract new supporters by pro- came to your site. In order to best utilize and support
viding steps for them on your website. We call this members, supporters and advocates online we have
group “drive-bys” – visitors who come to your site for to know what their concerns and demographics are.
information. These visitors need a much lower step Knowing what is important to your members affects
to jump up to, and the right amount of counter-cur- everything from the blog posts on the homepage to
rent so they know the right way to go. You do this by direct mail campaigns. Pick up the wrong side of an
helping them build relationships with each other. issue and you can bleed support and traffic; pick up
Consider one of the most popular websites on the right one and you will benefit from swarms of
the Internet today, MySpace. One of the reasons why cross-posts and new supporters.
MySpace is so popular is the way it allows people to Unfortunately, traditional methods of collecting
find friends, friends of their friends, and strangers the information are often the first barrier to participa-
tion a potential new supporter faces. When faced with ship. Notice that most of the data collection occurs
a lengthy information submission form, filled with after the sign-up process. Instead of investing all your
requests for personal information, many will simply time in a signup form, present your website content
leave. I personally have found myself frozen, mouse in a meaningful way.
hovering over the submit button, even after spending Additionally, you can also use browsing behavior
the time to fill out the entire form. Nine times of ten, to instruct you as to what that user’s interests are
I close the browser instead of submitting the form. I without asking them explicitly. For example, if some-
doubt this is unusual behavior. For membership and one visits the same profile on a dating site five times
advocacy based websites the balance between the in one week, then we can infer that that person is
collection of demographics and low barrier of entry romantically interested in the other person’s profile.
is most critical. Likewise, if someone says that her biggest political is-
sue is abortion, but spends most of her time reading
articles on homeland security, then you can assume
When faced with a lengthy that homeland security is also a big issue for her.
information submission Peer pressure is also an excellent tool to get people
to provide additional information and jump to higher
form, filled with requests levels of engagement. For example, if we provide a
for personal information, way for members to raise money and compete with
many will simply leave your other members, and provide a public way to display
these results, then many people will be more willing
website. to engage if the spirit of competition. .
How do I do it?
Here’s what you need to know if you want
to build social networking programs into your
database system.
@ Environmental Defense
was founded in 1967 as the
Environmental Defense Fund.
American Lung Association
The American Lung Association found that its
constituents primarily donated for one of two rea-
Today, EDF has 500,000 members. sons: either they had personal experience with lung
For more information, visit www. conditions (such as a family member with asthma or
environmentaldefense.org/. respiratory problems), or were vehemently opposed
to tobacco. The former group cares most about the
air quality in their local area, as well the latest news visit CARE’s life changing projects in-person.” De-
about respiratory illness. The latter group wants to voted volunteers are able to create and manage their
help the American Lung Association lobby against own personal Web pages which can then be used to
the “big tobacco” companies, and is interested in recruit friends and family to donate, or to encourage
hearing about lawsuits in the tobacco industry and people to participate in advocacy campaigns. How-
the latest legislation on tobacco control. Obviously, ever, the communication tactics change slightly and
these are two very different constituencies, each of are more informal when it comes to CARE’s less ac-
which is looking for very different information. If the tive supporters. Instead of encouraging people in this
American Lung Association uses the same generic group to become actively engaged in the organiza-
voice to address both audiences, and presents the tion, CARE asks less of them. The goal is to try to
same generic piece of content, then the response to engage them in a way that encourages them to even-
any communications would be low since the mes- tually progress to a higher level of engagement, both
sage was not customized to the interests of the target online and offline in CARE’s community.
audience.
The value of targeting is significant, both from tra-
ditional measurements of response rates and from
the perspective of building community online. Simi-
lar to email, a website should contain elements which
@ CARE USA is a humanitarian
organization fighting global poverty.
For more information, visit www.
attract the attention of the target audience and en-
care.org/.
courage them to become involved with the organiza-
tion. The best way to engage website visitors is to of-
fer specific features which help build community. For
Remember These Three Things
example, for individuals struggling with the effects of
lung disease, the American Lung Association’s web- First, targeting does not simply fulfill a market-
site offers a message board titled “Living with Lung ing purpose; rather, it makes your message relevant.
Disease.” This community-based forum provides an Put yourself in the shoes of your constituent: a busy
opportunity for people to share their stories, seek ad- person who works full-time, and receives more email
vice, and provide moral support for others who find than they want. How is your organization going to
themselves in a similar situation. People are passion- capture the attention of these individuals and engage
ate about this type of personal interactions and com- them in a way that compels them to become involved
munity-based involvement. by responding to an email, attending an event, or par-
ticipating in an online community? One of the most
important elements of using online tools to engage
your audience and build community is to have a com-
PART IV
Managing Constituent
Communications in Elected
Office
One of the “Top Takeways” of this publication is that CRM doesn’t end on
Election Day. If you work in a congressional office, then you probably already use
some CRM principles. You just call it something different: correspondence man-
agement. The authors in this section discuss practical approaches to merge the
correspondence management programs you already use with a full-blown CRM
system. They argue that building integration and interactivity into your existing
correspondence program can help your office handle constituent mail and build
better relationships with your voters.
Congressional
CMS vs. CRM
Offices Proactive
In this chapter, CMS refers to correspondent
management software, the software tool used
JEFF MASCOTT by congressional offices to handle incoming
ADFERO GROUP communications, such as email.
When we look at the evolution of technology, a The problem with the way constituent communi-
few years can seem like a decade, and a decade can cations are handled on the Hill is not that members
seem like a lifetime. Yet, sometimes even the most are receiving too much email. Rather, the problem
hard-working offices fall back on outdated applica- is that they are not recognizing the opportunity to
tions that can actually create more work and are listen to those emails and respond. For example,
less effective than new systems. This is particularly receiving 50,000 to 75,000 emails in a year, as it
true of Congressional staff and CRM systems. Think occurs in the House, shouldn’t be interpreted as
about the thousands of emails, phone calls, faxes, a threat or a bother; it should be viewed as a way
and pieces of snail mail that each congressional of- to build an email list of 50,000 individuals in your
fice receives on a daily basis – not to mention the district, tagged by the organizations that they are
amount of messages sent to constituents from the affiliated with, the issues that they are interested
office. These form an unceasing deluge of constitu- in, and the specific bills that they care about. And
ent communications that pile up, and, even in the now they can use that information to communicate
most diligent offices, go unsorted or unanswered. with these constituents at virtually no cost and
With each communication, one opportunity to re- with a fraction of the staff time that it takes to send
spond effectively to a constituent is lost. out letters on issues that are very specific to their
heart.
public email account, but they do receive electronic designed to filter out non-constituents. The email
communications through forms either on their own then gets sent into Outlook, and the platform
Websites or the official House of Representatives scans Outlook and pulls the information form out.
Website. The benefits of using a web form are two- However, these platforms do not posses an arti-
fold. First, it prevents spam messages. Second, it ficial intelligence system, as most corporate CRM
ensures that all inbound electronic communica- platforms do, that scans email content and finds
tions are received by constituents from the state patterns within a stream of emails – for example,
or district that their member represents. Third, the several emails that have the same first sentence or
member is able to collect a physical address loca- it talk about HR-123 or that mention partial birth
tion, which gives the office to respond through ei- abortions.
ther email or postal mail.
But even when offices use these web forms, they
still feel overwhelmed. The fact is, congressional of-
fices do not have the software tools to manage the Why is email important?
explosion of inbound electronic communications
from their constituents. Congressional offices still Consider the following research from the
use a software tool called Correspondence Man- Congressional Management Foundation:
agement Systems (CMS) to process all incoming Congress received four times more com-
communications from constituents and respond. munications in 2004 than 1995 due to Internet-
These CMS systems, designed before the advent based communications, like email. In 2004,
of the Internet and email, were primarily used to re- this means a total of 200,388,993 different
spond to inbound postal communications, whether communications. Of this, the House received
a handwritten letter or a postcard campaign, with about ten times more online communications
postal letters. Only recently have these platforms than letters (99,053,399 online compared to
been modified to handle email. Unfortunately, they 10,400,000 letters. The same is true of the sen-
do not handle email in an intelligent, elegant man- ate (83,000,000 online compared to 7,935,594
ner. Since email is so easy for constituents to send, letters).
staffers now have to respond to a great deal more
mail. The software packages they use do not have
sophisticated tools for staffers to organize and re- Eventually, HIR decided that they would add
spond to the increased amount of incoming com- a logic puzzle to make sure that individuals were
munications. sending the emails. To say that the logic puzzle
Most email into congress comes by way of an ef- antagonized the advocacy groups is an understate-
fort by an organization, advocacy group, or move- ment. They were enraged, and technology com-
ment. However, staffers do not have a way to de- panies that work with these groups rapidly began
termine that, for example, “35 emails today came to develop ways to solve the congressional logic
from members of the American Dental Associa- puzzles. John Hlinko, VP of Grassroots Enterprise
tion.” Collecting this information will allow them to summarized their disbelief: “What’s next, a Survi-
determine dentists in their district. Likewise, there vor style challenge to give your letter to the post-
are no good sharing mechanisms among offices, man? A guard at the office door, asking you the av-
so that if one office detects a new in-bound email, erage airspeed velocity of an unladen swallow?”43
that email can be posted on a public system that Another wag quipped that it is easier to serve a
shares information with other offices about who is subpoena on a fugitive than to deliver an email to
behind the email and what the email is about. Yet, a Representative. During its first two weeks on the
this is exactly the thing that congressional offices market, more than 60 members signed up for the
should be doing: tracking patterns, collecting data service. Yet, at the end of the day, there is no way
about individuals, and responding individually. to prevent these outside groups and their vendors
Staffers were overwhelmed. As a result, House from processing email from legitimate constituents
Information Resources (HIR), a group that is re- through congressional websites en mass. In fact,
sponsible for implementing technology solutions all those emails may actually be a gift – not a threat
on the Hill, developed a way to manage constituent or hassle – as I will explain a little later.
communications by curbing the number of emails However, sometimes the needs of the staffer
sent from groups through an outside website (i.e., (who simply cannot handle the amount of email)
the website of an advocacy group or organization, differ from those of the elected officials they serve.
not the website of a representative). They wanted Overall, members of Congress love receiving as
these groups to direct their members to the web
form on each congressman’s site. When a constitu- 43 “Congress Begins Blocking Constituent Emails;
ent sends an email through a congressional Web- New Coalition Launches Campaign to Stop Use
site, he or she must fill out a Web form, which is of Logic Puzzle Web Forms,” U.S. Newswire, June
28, 2006.
many communications as possible from their con- spondence management will make it sloppy. For
stituents. Each communication means more op- example, they fear a person who emailed with a
portunity for them to build relationships. Ideally, line about “treating people like animals” is actu-
email should be a lot easier to respond to than ally sent an email response that addresses the is-
snail mail, since it occurs at the click of a button. sue of animal testing and not the prisoner abuse
Further, a good email system should allow them concerns they wrote in about. The stakes are higher
to build and update their databases and tag indi- for a member of Congress or the Senate than they
viduals each time they attempt to communicate are for a business. When a member of congress
with their elected representatives. All of this is, of responds incorrectly, there is a chance that it may
course, the ideal scenario. end up as a letter to the editor in the local newspa-
Technology is a wonderful tool, but it is sim- per. Automation does not mean that responses are
ply too hard to get past the fact that congressional sent out without at the very least a staffer checking
staff are too overwhelmed to take email communi- the inbound communication and the response to
cations to the next level. They simply do not realize make sure it is appropriate.
that 90 percent of the work can be done for them. How does it work? Automated systems
There is a solution. 1. Scan inbound email. – When an office re-
ceives email, the system scans the subject
line and body for key words and phrases.
For example, all the emails that contain
The Franking Commission the phrase “oil tax” are sorted into one
pile. Scanning can also help congressional
Any congressional letter campaign over 499 offices detect trends in email writing, such
pieces of mail with the same topic has to be as when an organized advocacy groups
sent to the Franking Commission for approval. asks its members to contact your office
So, for example if after a floor vote, a member about an issue.
of Congress wants to send out a mailing to the 2. Make assumptions about the nature of the
1,200 people who are interested in immigra- email. – Based on data collected over time
tion issues, then he or she has to obtain ap- through the scanning process, the system
proval from the franking committee. The same makes assumption about the nature of an
is true if that same office wants to send out a email. For example, if an email contains
mailing to all the seniors in the district. The the phrase “vote no on oil tax.”
franking committee looks at all the details,
such as measuring the size of photographs in 3. Suggest a follow-up or response. – This
the mailing and how often the members’ name includes the method of contact, such as
is used. The franking committee comprises a letter or email, and the content of that
both Republicans and Democrats, and both communication.
sides have to approve each mailing.
For more information, visit http://cha. For example, the National Association of Cof-
house.gov/services/franking_commission. fee Growers urges its constituents to contact their
htm. members of congress about a bill that affects cof-
fee growing. Even though hundreds of people write
letters, most contain a similar phrase “I urge you
The Solution: Using CRM to Communicate More Ef- to vote for H.R. 11, the coffee growing bill.” Once
fectively the first email from a member of NACG comes in,
the staffer tags it for the phrase, the issue, and the
Congressional offices need a system that allows name of the bill. All future emails with that phrase
them to plan ahead and sort and respond to con- generate the same follow-up or response.
stituent communications intuitively. Many aspects
of a good constituent relationship management
system can help – if you know how to use them. 2. Build a Database with Granular Information
The current CMS system uses one linear, nonhi-
1. Gather Communications erarchical set of tags called “affiliations.” However,
constituent correspondence comes in many differ-
Currently, no one solution helps congressional ent forms, and the constituents who write those
staffers effectively handle the massive amount of letters are just as unique. Simply tagging all key-
inbound email they receive. Why? Most systems words as “affiliations” doesn’t cover the detail or
lack automation – a valuable way to cut down on nuance of most communications.
time and make the process more effective.
Congressional offices need a system that allow
Automation is a scary concept for elected of- s them to organize inbound communications using
ficials. Many offices worry that automating corre- four different types of tags:
1. Issue – What is this constituent writing spond faster and more efficiently to most of their
about? This category is hierarchical, so letter writers, since most people now communicate
that if someone writes a letter that is “pro with their representatives online. Further, email will
estate tax cuts,” she receives a reply about offer congressional offices the opportunity to com-
estate tax cuts. The system also tags her municate with their constituents about an issue be-
to receive future email about tax relief in fore they hear it anywhere else.
general, but because estate taxes are such At the beginning of each week, a staffer should
a specific issue, she will not receive future be able to look at all the bills going to the floor
email about capitol gains tax. and flag four or five bills that they can legitimately
2. Bills – Is this email for or against the is- use to update their constituents. An office could
sue or bill? Emails should be tagged very flag two suspension bills on a Tuesday, one bill on
specifically, for example either “pro H.R. Wednesday, and then the member’s own big bill on
123” or “against H.R. 123.” There should Thursday. Instead of being trapped in the 48-hour
never be one big “pro” pile and another process of drafting a two-page letter, they can draft
big “against” pile. This way, your office two- to three- sentence emails, such as, “I just left
can follow up with a specific response and the floor 15 minutes ago, where I voted ‘yes’ on HR
send out very specific communications ev- 123. Knowing of your interest in the issue, I wanted
eryday there is a vote. you to be the first to know.”
3. Organization – Does the sender belong to Which is more effective: receiving an email that
an organization? This is important because says, “I just got off the floor 15 minutes ago and
you can learn a lot about the individual wanted you to be the first to know,” or eventually
based on which group he or she belongs receiving a piece of mail a week-and-a-half after
to. For example, if you know someone is a the fact? Actually, members should use both, but
social conservative or a member of an en- they should do so strategically. Email does have
vironmental group, then you have a better one downside: it is not printed on official, cream-
chance of sending out targeted communi- colored paper with a seal on top. Every represen-
cations in the future. tative has learned to seize any opportunity to use
4. Affiliations – Who is the writer? This cat- official stationary, and there is still some benefit to
egory is also hierarchical. For example, if mailing a letter directly to someone’s house. At
you have a category for teachers, then you the same time, they can also send a full-color email
need subcategories for elementary teach- that looks like it is official stationery with the seal
ers, secondary teachers, special education at the top and the member’s name in Times New
teachers, etc. This way, communications Roman font. Email seems to work best for two or
can be sent out to subcategories or to the three short messages a week. Snail mail seems to
whole group. An email about secondary work best for longer, rarer communications.
education probably shouldn’t be sent to an
elementary school teacher. However, both
elementary and secondary teachers can re- Which is more effective:
ceive general email about education.
receiving an email that
3. Proactively Send Out Communications
says, “I just got off the
Typically, congressional offices send out mail
floor 15 minutes ago and
based on a vote the member cast. Without strate- wanted you to be the first
gically planning constituent mail, the staff will say, to know,” or eventually
“The big vote was today, so we have to send a letter receiving a piece of mail a
to everybody who contacted us about it.” It takes
about 48 hours for the legislative assistant to draft
week-and-a-half after the
email text and get it approved. It passes through fact?
three rounds of edits, and doesn’t receive approv-
al for two to three days after the vote. And that’s
just the beginning. It takes the office another 48 Simple relationship management steps like
hours to print all 1,200 letters, stuff the envelopes, these represent just two of the many possibilities
and post it, which means the constituents do not that elected officials can employ to build support
receive that mail until a week-and-a-half after the amongst their base while in office – and gain loyalty
vote. By then it is old news. People are already talk- before the election season commences.
ing about the next big thing.
However, using a constituent management
system and emails, members theoretically can re-
CHAPTER 23
The basic personality of the
Internet is interactive.
Interactive What is an interactive relationship? It is basically
Democracy a two-way relationship and a give and take of infor-
mation and content. The sender or elected official
must have the ability to receive information, and “in-
teractions” from the receiver or constituent. And the
STUART S. SHAPIRO receiver must be able to send back some form of ac-
ICONSTITUENT tion through the platform in use. For this relationship
to be effective, the constituent must be recognized
The Internet has forever changed the paradigm in the member’s delivery system and database as a
of representative government. For more than 200 person with a validated name and email address. For
years, the citizens of America have focused on elec- most elected officials, the primary basis of identity
tion cycles to produce their representative govern- and validation is that the constituent is a registered
ments. Now with the advancement of technology, voter. The prevailing attitude today is that only reg-
the universal acceptance of email as a primary means istered voters count because only they can make the
of communication and the penetration of high speed difference in elections. However, there are a few con-
Internet access, the advent of interactive constituent gressional members who believe that all constituents
communication with our elected officials will usher in are equally important regardless of whether or not
a new form of democracy: Interactive Democracy. they vote, and accordingly, those members will at-
tempt to communicate with as many constituents as
possible regardless of whether they vote or not.
Email e-newsletters have been the key to the
@ iConstituent provides e-
communications technology for
State and Federal office holders.
breakthroughs in this new and dynamic stage of ac-
tive interaction.
Every email e-newsletter that is mailed out
For more information, visit through an enterprise-based software system, such
www.iconstituent.com. as iConstituent’s Gateway, will carry a “tag” such as
an XML code that allows everyone receiving the e-
newsletter to have a separate and identifiable unique-
The basic personality of the Internet is interactive. ness within the database of the software system for
The Internet was built for people to communicate each e-newsletter. This enables the software to keep
with each other in real time. A broadcaster or mailer track of every interaction with that particular recipient
of content has only to wait for their recipient to click of the e-newsletter. As a result, any click-throughs or
on a link or an image and interactive networking be- surveys are easily tabulated and recorded. Although
gins. some skeptics are worried about privacy, there is
In the old days of “legacy” communication meth- strong evidence that constituents are profoundly sup-
ods, a constituent could only call, write, or visit the of- portive and want their elected officials to know them
fice of the member. Then, the constituent would most and to know how they feel about the issues.
likely receive a response by letter from the member Surveys are the “Killer App” of e-newsletter com-
within a month or longer. Although most congressio- munication, and dynamic Internet-based surveys are
nal offices still mail out “Franking approved” postal the foundation of Interactive Democracy.
letters, printed flyers, and newsletters a few times
a year to the registered voters in their districts, this The excitement about surveys is based on the
format and practice is on the wane. And yes, there incredibly high survey response rates and the speed
have been town hall meetings forever and constitu- with which they can be delivered. iConstituent gen-
ents can always visit a regional or Washington, DC erates between 25% – 60% survey response rates
office. But, before Web 2.0, our elected officials had (these are percentage-based on open rates or the
no opportunity to create active, two way dynamic re- views of the e-newsletters.).
lationships with constituents without direct personal One congressman emailed a welcome letter to
contact. launch his service with numerous surveys to 40,000
constituents. Within three hours of mailing, more than
4,000 constituents filled out the surveys, followed by
a continuing response for the next few days until the
total was almost 60% or 6000 of those constituents
who opened the e-newsletter. Sixteen percent of the
deliverable addresses or almost 11,000 constituents generate response rates in the 50,000 – 100,000
opened the e-newsletter. Surveys consistently exceed range. Compare these numbers to how many constit-
the click through rates of other web based informa- uents vote: 52,000 in congressional district primary,
tion. 150,000-200,000 or approximately 50% of the regis-
It is important that these surveys are in real-time tered voters in general elections.
and that the speed of response is so fast that an This is when it starts to get really exciting!
elected official can send out an email with a survey What happens when more people fill out a real-
to find out how constituents feel about an issue and time survey than actually vote in a general election?
have the answers within minutes. In addition, these
What happens when a majority of congressional
surveys are from voters and are more “scientific”
member’s constituency supports an issue that the
because members know who is filling out each re-
member does not agree with?
sponse and where they are located in the district.
What happens is that Interactive Democracy
The average U.S. House of Representatives dis-
might control the vote and the elected official might
trict contains about 600,000- 700,000 constituents
represent his or her constituency according to its
of whom, approximately half or 350,000 are regis-
“survey” will. At that point the electronic represen-
tered voters. The average primary registers about
tative power of government through interactive real
55,000 voters and only 50% of the registered voters
time technology will come of age!
show up to vote in a general election.
Remember, it is the legislation and laws that pass
through our representative branches that are the pri-
mary governing and influencing factors in our life.
Did you know? Yes, we elect our government every couple of years.
But it is the legislation and laws that are passed that
The average U.S. House of Representatives dis- affect our lives.
trict contains about 600,000- 700,000 constitu- It is inevitable that new forms of voting using the
ents of whom, approximately half or 350,000 are Internet will emerge in the next decade as the time
registered voters. and access to voting is expanded. However, it is the
communication bond between the politicians once
elected and their individual constituents that will be
The average mailing of congressional member’s the foundation of real-time Interactive Democracy.
e-newsletter is sent to about 40,000 – 50,000 con-
stituents, and of those, about 5,000 – 7,500 opt in to
continue to receive communications regularly. Cur-
rently, some offices have between 10,000 – 15,000 The communication bond
opted-in constituents and the goal of many offices between the politicians
for 2007 is to build their opt-in lists to 20,000 con- once elected and their
stituents. While average open rates of a mass email individual constituents
e-newsletter are 7% – 15%, the average open rates
of an email e-newsletter mailed only to an all opt-in that will be the foundation
list are 25% – 50%, and the average survey response of real-time Interactive
rates are 25% of opens. These statistics are based on Democracy.
a single mailing. Over four or more mailings, the total
number of constituents who are being contacted and
are responding tends to be double that of a single In the new web world, an individual citizen’s right
mailing. to voice an opinion will carry a new ability to directly
influence the outcome of legislation and then, hope-
fully, citizens and registered voters will become in-
The average open rates of an email e-newsletter creasingly better informed on policy issues facing
mailed only to an all opt-in list are 25% – 50%, them.
and the average survey response rates are 25% In addition to e-newsletters and their embedded
surveys, there are now many emerging platforms and
tools that are expanding the universe of Interactive
It is important to remember that these figures Democracy in Congress.
represent only the early years of this technological iTown Hall Telephone Meetings have recently
communication revolution. shown excellent results by connecting with hundreds
Within six years it is plausible that the average con- of constituents through a live hour long teleconfer-
gressional e-newsletter will successfully reach a view ence with a congressional member. During these in-
rate of 150,000 constituents, have more than 50,000 teractive conferences, constituents can ask the host
opted-in constituents, and surveys will consistently questions directly and participate in live interactive
surveys. The conferences can also be recorded and sides take each other more seriously and the rewards
posted on the website for future listening. These in- are obvious in numerous ways. The open rates grow
teractive Telephone Town Hall Meetings or iTown substantially, the trust between both parties flour-
Halls are like radio call-in shows, when constituents ishes, and the understanding of issues and positions
also get to speak directly to the member, ask ques- reflects an honest relationship which will ultimately
tions and have real time dialogue. In the current 110th lead to greater success for the elected official at the
Congress, because of the extended work schedule, polls thereby producing long term incumbency pro-
telephone conferencing with constituents back home tection.
will be increasingly more popular and effective in
outreach. Again, technology has enabled Interactive
Democracy.
SMS, or mobile phone short text messages, can
The opt-in process is
reach new constituencies and are an excellent means fundamental to enacting a
of instant alerts when a member is on TV or hold- real time interactive bond.
ing a conference. Perhaps the most important use of The receiver or constituent
SMS is the ability to opt-in constituents on impulse
using their mobile phones instead of a computer. In
must take the affirmative
the near future, offices will post the short code and action by saying: “yes, I
keywords (Member’s name) in all printed material want to receive these email
and in district offices. newsletters.”
Podcasting is just starting to take off and will soon
develop embedded surveys and various new forms
for interactivity. Podcasts are like a personal Internet Good government crosses party lines and closes
digital recorder and playback application and aggre- the differences between issues.
gator of content. You can download your audio/video These new forms of communication technologies
content and listen to or view it wherever you want. Ip- enable this unique relationship to grow like never be-
ods will become so connected and powerful that we fore in the history of democracy.
will just carry them around with us to time shift what
we want to watch and play on our High Definition In the House of Representatives, the opted-in
computer/TV flat screens. This election cycle will be constituent takes on uniquely important role. In
the breakthrough of podcasting for distributing po- 2003, Congress ruled that as long as a constituent
litical commercials. has opted-in to receiving electronic or other forms
of communication using the proper language and
RSS feeds, which are integrated into podcasting forms, then the member has the right to communi-
and numerous other forms of content, are another cate with that constituent without any blackout be-
excellent example of connected interactivity, allowing fore an election. Note that 90 days prior to an elec-
the user to choose and control what media to watch tion or primary, a member of Congress may not use
and listen to as soon as it gets published. taxpayer’s dollars to send out mail or contact them
Soon podcasts, web videos, RSS feeds will all unless they have chosen to opt into correspondence
have responsive surveys embedded in the content so by requesting to be signed up to a e-newsletter or
that the constituents can communicate their values other forms of constituent communication.
and impressions in a dynamic real-time environment, These guidelines are generally controlled through
further building the new foundations of Interactive the Franking Commission, which regulates congres-
Democracy. sional constituent contact.
Blogs are another excellent example of interac- When the House allowed opted-in email to con-
tive media and publishing. However, most elected tinue through this otherwise prohibited period, they
officials are afraid to participate actively in the com- ushered in the new electronic and Internet era of
menting and interactive forum aspect of blogs, and Congress and its constituencies. This was the begin-
choose to mostly post and publish without comment- ning stages of Interactive Democracy.
ing in real time. Blogs can add a more personal touch
to communication with a constituency and hopefully In the not too distant future, a congressional
will become more widely used once members get opted-in list will exceed 150,000 constituents. At that
more comfortable with the process. point the democratic process integrated into the con-
gressional constituent contact systems will generate
The opt-in process is fundamental to enacting a a representative and responsive form of government
real time interactive bond. The receiver or constitu- that will resonate one man, one woman, one vote in
ent must take the affirmative action by saying: “yes, real-time and all the time.
I want to receive these email newsletters.” Once this
bonded relationship is started, then the vested inter- At that tipping point, a congressional member’s
active process starts to flourish for both parties. Both survey might generate 100,000 responses on an is-
sue in less than two hours. Whether Democratic or
Weeks 5 – 8: Plan
ficials. Go where the people are. Ask your Both of the above examples seem to suggest
visitors what they think on your website. that CRM is just for email and newsletters. Actually,
2. Send newsletters. – Want to generate more email and online communications are just one set
list signups? Give people something in re- of tools that offices can use to meet a larger goal:
turn – updates about the issues they care building relationships with constituents. An effec-
about. tive CRM tool will also allow staffers to generate an
email three days after someone signs up for the e-
3. Find an integrated system. – An integrated
newsletter list that says, “I just wanted to follow up
system automatically updates your website
with you in case you have not visited my website. I
after people fill out a form or take a survey
wanted you to know about all the services my of-
on your website. This lets you know who’s
fice can provide for you. Click here and learn more
responding in real time. The same is true
about how we can fly flags over the Capitol, or how
with newsletters. When someone signs up
you can contact my constituent services office in
to receive a newsletter, his or her informa-
the district if you have any trouble.”
tion is automatically updated in your da-
tabase, which instantly generates an email A week later, the system can generate another
back to the constituent thanking him or her email that says, “In case you or your family mem-
for signing up and encouraging him or her ber or somebody in your neighborhood is having
to click on a link to fill out a more-detailed trouble with any agencies in the federal govern-
survey that collects additional information ment, click here to learn who the staff person is
on the issues they care about. that you can call to help facilitate the process of
getting something done.”
Mr. Burton has played a leadership role in the de- Peter Churchill
velopment of US technology policy for over twenty Associate Director of CRM and Outreach Technology,
years. Prior to joining salesforce.com in January Center for American Progress
2006, he was Vice President of Government Affairs
for Entrust (2000-2005) and Vice President for Gov- Peter Churchill is the Associate Director of CRM
ernment Relations for Novell (1995-2000), where he and Outreach Technology at the Center for Ameri-
handled such issues as Internet security, online pri- can Progress. Prior to joining the Center, Peter spent
vacy, intellectual property, appropriations, education three months as a database analyst at the Webb for
and R&D. Previously, he was President of the Council Senate Campaign in Virginia, having graduated this
on Competitiveness where he was a pioneer in the ef- summer with a Master’s Degree in Political Manage-
fort to establish appropriate government technology ment from GW’s Graduate School of Political Man-
policies for the US high-tech industry. Before joining agement. While studying, Peter also worked at the
the Council, Mr. Burton was the Executive Director of Institute for Politics, Democracy and the Internet,
the Economic Policy Council of the United Nations where he successfully managed the 2006 Politics On-
Association-USA. He has also served as a Fellow line Conference. Peter originally hails from the UK,
where he spent nearly ten years working in Europe Committee in 1988 and as Deputy Counsel to the
and the USA designing and building contact manage- Carter/Mondale Presidential Committee in 1980. She
ment solutions for the corporate sector. received an M.Litt in History from Christ’s College,
Cambridge University, and a J.D. and a B.A. from
the University of Memphis. She is a member of the
Kendra Ann Crowley Adjunct Faculty of The Graduate School of Political
Management of the George Washington University.
Kendra Ann Crowley began her political work ex-
perience as an undergraduate student at the George
Washington University. In September of 2000 she Catherine Geanuracos
began interning at The National Network for Youth, a Data Analysis Consultant
national non-profit and non-partisan advocacy group
located in Washington DC. She then served as an Catherine Geanuracos is a voter file data man-
intern from January to August of 2001 in the legisla- agement and analysis consultant. During 2006, she
tion department at Common Cause, a membership worked to find drop-off Democrats and supportive
organization that works towards a more open and ac- independents in more than 60 competitive Senate
countable government and was part of a successful and House races for MoveOn.org Political Action’s
effort to pass the Bipartisan Campaign Reform Act Call for Change campaign, helping to build a program
of 2002. In September of 2001 she was hired as a that mobilized progressive volunteers to make more
member of the full-time Common Cause staff and than 7 million phone calls. As part of Grassroots
worked as the program operations assistant until Campaigns, Inc., she also helped design and manage
January of 2002. Following her tenure at Common the field programs for Call for Change and Operation
Cause she continued her work on Campaign Finance Democracy. She began her work in progressive poli-
Reform on Capitol Hill in the office of Representative tics in 2004, when she took leave from a public health
Christopher Shays (R-4th/CT), a co-sponsor of the research position at the University of California, San
BCRA legislation. Upon graduation from the George Francisco to manage precinct and voter targeting for
Washington University, Kendra moved to Lewiston MoveOn’s 17-state Leave No Voter Behind program.
Maine to serve on the field team of Chellie Pingree’s Between elections she helped launch www.Moms-
campaign for the Senate in 2002. Kendra was the vol- Rising.org and worked with Mainstreet Moms’ Leave
unteer coordinator and get out the vote coordinator My Child Alone. She’s worked with dotOrganize to
for the 13 precincts in the towns of Lewiston and Au- help develop technical solutions that support social
burn Maine. Upon returning to DC she began work change, and her interests include GIS mapping and
at the Alliance for Better Campaigns, a public inter- academic analysis of progressive political initiatives.
est group working on various media reform issues. She’s a graduate of Columbia College at Columbia
Kendra was the Program Assistant at the Alliance for University and the University of California, Berkeley
Better Campaigns until she returned to the George and is currently based in Los Angeles.
Washington University to pursue a Master of Arts in
the Graduate School of Political Management. She is David Geilhufe
expected to graduate in July of 2007. She also holds Managing Partner, CivicSpace
a Graduate Certificate in Public Health Policy from
the George Washington University School of Public Born and raised in Silicon Valley, David Geilhufe
Health and Health Services. has been in and out of nonprofits, open source, tech-
nology and the private sector throughout his career.
Carol Darr He has founded non profits and open source proj-
Director, Institute for Politics, Democracy & the ects, developed venture-funded enterprise software
Internet systems, and mentored at-risk youth into high-tech
employment.
Carol Darr is the director of the Institute for Poli-
tics, Democracy & the Internet, whose mission of Julie Barko Germany
the Institute is to promote the development of U.S. Deputy Director, Institute for Politics, Democracy &
online politics in a manner that upholds democratic the Internet
values and increases citizen participation.
Carol Darr has spent most of her career in na- Julie Germany serves as the deputy director of the
tional politics and government. During the Clinton- Institute for Politics, Democracy & the Internet at The
Gore Administration she served as the Acting Gen- George Washington University’s Graduate School of
eral Counsel of the U.S. Department of Commerce. Political Management.
She served as the General Counsel to the Democratic Julie is the principal author and editor of several
National Committee in the 1992 election. She has publications, including Person-to-Person-to-Person:
worked in a number of presidential campaigns, in- Harnessing the Political Power of Online Social Net-
cluding as Chief Counsel to the Dukakis/Bentsen works and User-Generated Content, as well as The
Politics-to-Go-Handbook: A Guide to Using Mobile the integration of the two foremost eCRM software
Technology in Politics and The Political Consultants’ and services vendors within the nonprofit sector. In
Online Fundraising Primer. She co-authored Putting addition, Sheeraz heads the Company’s partner pro-
Online Influentials to Work for Your Campaign. She gram.
has appeared in national and international newspa- Under Sheeraz’s leadership, GetActive become
pers, magazines, and media, including MSNBC, C- a leading provider of relationship management soft-
SPAN, Fox, CBS, and NBC. ware for membership organizations. His manage-
Julie previously served as the assistant to the ment of GetActive resulted in the attainment of over
president of ROME Foundation International, a non- 800 clients.
profit organization dedicated to providing health care Sheeraz is an active member of the Board of Di-
in emerging countries. She worked as a writer, editor rectors for Nonprofit Technology Enterprise Network
and program manager for international initiatives in (N-TEN), the ePhilanthropy Foundation, and the As-
Korea, Ukraine, Haiti and the United States. Julie is sociation of Fundraising Professionals - Washington,
a founding board member of Young Champions, a DC, Chapter. He is an expert presenter at multiple
non-profit that addresses youth health issues, and a industry events sponsored by such organizations as
co-founder of Mobile Monday DC, the local chapter Politics Online, NTEN, PBS, NPR, National Council
of an international community of mobile technology for Nonprofit Associations, and Association of Fund-
experts and enthusiasts. raising Professionals. Before GetActive, Sheeraz led
As an undergraduate, she studied Literature, Phi- a product management team at Digital Impact, a
losophy and Classics at Messiah College. Julie also provider of online direct marketing solutions for en-
studied at Keble College, Oxford University, as well terprises. He has also worked as a strategy consul-
as in Edinburgh, Scotland. She was a Pew Younger tant for McKinsey & Company, where he served both
Scholar of Literature at the University of Notre Dame. nonprofit and for-profit organizations. Sheeraz has a
She received an M.A. from The George Washington BS from Brown University and an MS from Stanford
University, where she was a University Fellow. University.
Dave Greenberg has 25 years of experience in the Dave Hannigan served as Field Desk Co-Captain
application software, electronic commerce and bank- for the Webb campaign. In February 2007, he formed
ing industries. Prior to co-founding CiviCRM, Mr. DEMPAC with Webb campaign grassroots leaders to
Greenberg was a senior consultant to Groundspring. develop an online tool connecting volunteers with lo-
org where he lead the product design effort for their cal candidates.
online donation and email broadcast services, as well
as the customer billing systems.
Clay Johnson
Dave is a co-founder of two successful for-profit Founding Partner, Blue State Digital
ventures. North Tower Technologies provides web
application and eCommerce engineering services Clay Johnson is a founding partner at Blue State
to a variety of industries. Past clients have included Digital and is responsible for business development
Intel, Hewlett Packard, International Asset Systems, at Blue State Digital. He has many years of experi-
and Redpoint Ventures. Prior to North Tower, Dave ence building online communities and has played
co-founded MAXXUS, Inc. in 1985 where he served an integral role at the forefront of Internet technol-
as Vice President for Product Development (MAXX- ogy, including starting and directing three of his own
US was acquired by Sterling Commerce in 1995). At companies.
MAXXUS, he directed the development and delivery As a college student, Clay founded KnowPost.
of a suite of electronic commerce, EDI and cash man- com, the first Internet-based knowledge exchange,
agement products that were licensed to 400+ banks which connected people who had questions to peo-
nationwide for use by their commercial customers. ple who had answers. Clay’s work at KnowPost in-
Dave managed the product design, software engi- cluded building a community of over 100,000 people
neering, quality assurance and professional consult- who participated in this information exchange. Clay’s
ing teams. interest in knowledge management also led him to
work at Ask Jeeves as their lead syndication engi-
Sheeraz Haji neer.
President, Convio, Inc. Before starting Blue State Digital, Clay was the
lead national software engineer behind the online
As President of Convio, Inc., former CEO and co- grassroots organizing technology for Gov. Howard
founder of GetActive Software Sheeraz Haji is leading Dean’s presidential campaign. He built numerous
online communication between members of the Nick holds a B.A. in Political Science from the
House of Representatives and their constituents. University of Central Florida, where he also studied
A native of the Washington, D.C. area, Jeff is an computer science and marketing.
alumnus of the University of Maryland. He and his Nick is an avid angler and lives with his wife, Cal-
wife, Jenn, reside in the Washington, D.C. area. lie, on Capitol Hill. He is originally from Orlando,
Florida.
Christopher Massicotte Stuart Shapiro
Director of Sales and Marketing, NGP Software, Inc.
President, iConstituent
Christopher has an extensive business and po-
Stuart Shapiro is President of iConstituent, (icon-
litical background. He has a degree in Accounting
stituent.com), the leading provider of e-communica-
from Villanova University and a Masters degree in
tions technology to elected officials throughout the
Government Administration from the University of
country, including members of Congress and state
Pennsylvania. Christopher worked as an Informa-
legislatures. The Company provides a comprehensive
tion Systems auditor at PricewaterhouseCoopers
suite of solutions and software for mass email com-
LLP where he was involved in the implementation of
munications, websites, data, iTownHall telephone
the ERP solution SAP at a Fortune 500 company. He
meetings, and SMS text messaging, for the House
then fulfilled the role of IT Auditor at the University
of Representatives, the Senate and numerous other
of Pennsylvania where he concentrated on improving
state legislatures, elected officials and politicians.
the protection of private information of patients at
Mr. Shapiro is one of the pioneers of constituent e-
the University’s five hospitals and for the University’s
communications and one of the first to use Email as a
student body. Chris became more deeply involved in
form of mass marketing constituent communication
politics in 2002 serving as a campaign treasurer and
for elected officials.
fundraiser for a state representative, and as a volun-
teer field director on Pennsylvania Governor Rendell’s Mr. Shapiro is a founder of several Internet com-
2002 campaign. Just prior to joining NGP Software munication ventures, including, AskDrMao.com,
as the Director of Sales and Marketing in 2005, Chris- Woodstock.com and Firstlook.com. In 2000, with co-
topher served as Finance Director for Congressman founders Danny Goldberg and Todd Rundgren, Mr.
Rush Holt (D-NJ). Shapiro launched ArtistEnt and Patronet, one of the
first Internet artist music subscription services. Mr.
Shapiro is credited with producing the 72 hour live
Laura S. Quinn Webcast of Woodstock99, at the time, the largest In-
Founder, Idealware ternet live music event in history.
As Idealware’s Founder and Director, Laura S. Mr. Shapiro’s diverse background as an author,
Quinn directs Idealware’s research and writing to producer and director include the DVD and book
provide candid reports and articles about nonprofit titled, This is Today, a history of NBC’s Today Show,
software. Prior to Idealware, Laura worked with Alder and Flash Frames, a book and DVD-ROM featuring
Consulting to help nonprofits create Internet strat- the best of Flash art from the Internet. Mr. Shapiro
egies, select appropriate software, and then build created, directed and produced the award winning
sophisticated websites on a limited budget. She has series, Night Flight, which series ran for 8 years on
also created Internet strategies, selected software, the USA Network. He also produced numerous fea-
designed interfaces and conducted user research for ture films including, Mondo New York, Comedy’s
multi-million dollar software and Website implemen- Dirtiest Dozen which helped launch the careers of
tations with such companies as Accenture and iXL. Tim Allen and Chris Rock, and Only The Strong, the
Laura is a frequent speaker and writer on nonprofit soundtrack which contained the original now famous
technology topics. Mazda song, “Zoom Zoom Zoom.”
Shapiro pioneered Music Video Magazines in
1989 and produced and distributed them through
Nick Shaper VPI/Harmony, a joint venture with BMG. These
Adfero Group original series included MetalHead, Country Music,
At Adfero Group, Nick works with all congressio- Dance International, Impact and Slammin’ Rap.
nal clients on projects ranging from website develop- Shapiro began his career as an independent
ment to constituent relationship management. concert promoter and manager. In 1974 he became
Prior to joining Adfero, Nick served as Legislative president of International Harmony, a film produc-
Assistant and Systems Administrator to Congress- tion and distribution company that released cult clas-
man Ric Keller of Florida. While there, Nick advised sics such as TunnelVision, Neil Young’s Rust Never
the Congressman on issues relating to appropria- Sleeps, Bob Marley’s Reggae Sunsplash, Jimi Plays
tions, defense, foreign affairs, trade and transporta- Berkley, Pink Floyd’s Live at Pompeii, and the Sex Pis-
tion, as well as resolving all technical issues. tols’ DOA, and J-Men Forever.
WWW.IPDI.ORG