I spent the day in Geneva New York training the local ballot committee in best practices to win election and campaign for libraries.
For speaking engagements please contact PC Sweeney at http://pcsweeney.com/speaking-at-your-event/
1. How to win elections
in Geneva, NY
Patrick “PC” Sweeney
@pcsweeney
www.pcsweeney.com
2. Schedule
1. Volunteer Training (9-10am)
2. Power Mapping the Community (10-10:30am)
3. Vote Yes- Developing and Delivering Effective
Messaging (10:30-11:30am)
4. Information Only Training- (11:30-12)
5. Digital Camping Strategies and Nation Builder to ID
supporters– (12-1)
9. Civic Attitudes
● 94% of Parents say libraries are important for
their children. 79% say “very important”. 2
● 58% of Americans have a library card. 3
● 62% of card holders have visited the library in
the last year at least once.4
2. Pew, May 2013
3 and 4. Harris Interactive | ALA, January 2011
Building voter support for libraries
10. Voter Attitudes
Nationwide, of all voters:
37% will Definitely vote yes for the library
37% will Probably vote yes for the library
26% will Probably or Definitely vote no or
may vote either way.
Building voter support for libraries
18. The Truth about Campaign Math
90% of the population could hate the library, but
if mostly the 10% who love the library show up
at the polls, you will win.
Building voter support for libraries
This NEVER happens though.
19. Geneva’s Campaign Math
2344 total registered Voters, typically only about
20-30% of voters turn out for special elections
which is 703 voters. To win with a margin of
error of 10% you need 420 definite identified
vote yes individuals.
21. Campaign Timeline
• Surfacing
– Introduction of the Cause
• Campaign
– Messaging and Voter ID and persuasion
• GOTV
– Voter activation
Building voter support for libraries
23. Campaign Goal
Get as many “yes voters” to SHOW UP at the
polls as possible and as few “no voters” to show
up at the polls as legally possible
Building voter support for libraries
30. Volunteer Roles
1. Canvassing
2. Phone Bank
3. Deliver yard signs and
bumper stickers
4. Data Entry
5. Writing copy for the
campaign website
6. Driving for the campaign
7. Host a houseparty or
fundraiser
8. Identify Yes Voters
9. Bring food
10. Prepare mailers and flyers
11. Give money and raise money
12. Talk to people
13. Get busy on the internet
14. Drive voters to the polls
15. Attend community events
Building voter support for libraries
33. - Wellstone
Building voter support for libraries
A voter ID script is simply to identify who is supporting our
campaign and what issues are most important to them.
It tends to be a very brief script because the goal is to get through
as many calls/doors as possible with accurate IDs.
Voter ID scripts must have a direct ask to gauge the voter’s level of
voting support for library.
A voter ID script is usually done early in a campaign and followed
by “persuasion” and “GOTV” contacts
Voter ID Phone and Doors
34. Voter ID Phone and Doors
When calling voters (as opposed to knocking on doors) there
are two basic types of voter ID calls one where you identify
who you are calling for and one that you do not, what we call
a “blind ID.”
There is no right or wrong approach, although the resulting
data is very different. Identified ID calls tend to ‘skew’ the
data by as much as 15 - 20%; Blind IDs tend to be more
accurate but it is also harder to roll into a persuasion
conversation if you find an undecided voter. If Election Day is
less than 6 months away, it is common for the script to be an
ID/Persuasion script, which has the ID question and then
moves directly to persuasion for the undecided so as not to
miss an opportunity to persuade
35. Hello, may I please speak with (name of the voter on the list)?
My name is (name of volunteer), and I’m a volunteer walking/calling on behalf of
the campaign for the Geneva Library. We’re surveying voters tonight about this
issue.
[If they hesitate or say they are busy – remind them that you have only two
questions and it will take less than a minute.]
What are two issues that you are basing your decision on to vote in this
election?
[Take down the answer/issues for future contacts]
If the election for [X] were held today, would you vote yes or no for the library?
Building voter support for libraries
Sample Voter ID Script
36. If not supporting the library:
Thank you very much for your time, have a good day.
If undecided:
Well I hope you’ll consider voting yes – the Geneva Library is (talk about why you are
voting yes for the library)
If supporting the Library strongly: (they give some indication they are enthusiastically
voting) That’s wonderful – can we count on you to volunteer for us as well?
If yes, take their information, and ask them if they will volunteer and make sure the
campaign gets back to them quickly.
If no, Thanks so much for your support and your time. Don’t forget to vote for the
library on Election Day. Have a good day.
Building voter support for libraries
Voter ID Script
37. Persuasion Script
• A persuasion script is usually used when re-contacting an already ID’d
undecided voter.
For example, you may be contacting a voter who was previously ID’d as
undecided on the race and who has education as their number one issue.
• A persuasion script is usually longer and attempts to engage the voter in a
conversation about an issue that is important to them.
For example, the voter ID’d as undecided and having education as their most
important issue would get a "persuasion call" about the library and
education.
• A persuasion script is usually used after the Voter ID and typically stops
within a week before the election.
38. Sample Persuasion Script
Hi,
“This is ___(your first name)____, is ____(first name)___ available?
I'm a volunteer with the Campaign for the Geneva Library and we’re talking to our
neighbors about the library.
Are you familiar with our library campaign?”
If yes they familiar-
“Are you planning on voting for the Geneva Library in November?”
If yes,
“Ask them to volunteer and thank them and say goodbye”
If no or undecided
“Ask them what their concerns are and try to address them.”
If still no,
“Thank them for their time.”
39. Other Scripts
• Fundraising Scripts
• Endorsement Scripts
• GOTV Scripts
Building voter support for libraries
40. Bring the Data Home
Building voter support for libraries
41. Writing for the Campaign
• Know the publication and its readers
• Stay on message
• Stay on one message
• Create Immediacy (why publish this now?)
• Don’t make personal attacks
• Spel Cheke
• Submit using their guidelines
Building voter support for libraries
42. Speaking about the Campaign
• Stay on message
• Stay on one message
• State the facts
• Appeal to emotion (not data)
• Don’t make personal attacks
• Stay positive
Building voter support for libraries
44. Power Mapping Exercise
Power mapping is a visual tool used by social
advocates to identify the best individuals to
target to promote social change. The role of
relationships and networks is very important
when advocates seek change in a social justice
issue.
98% of library funding comes from the local level and completely dependent on local ballot issues and local politics. Your local voters matter most. When votes are that important, why aren’t we talking about it?!?!
Voter perceptions report – From awareness to funding
Pew report 2008
Today is the first day of your library campaign
Which can we expect to get? People – how do we get more people on our side?
This is why I talk about library marketing in terms of community organizing and not in terms of sales. This doesn’t follow a sales cycle this is about continued engagement in libraries – a belief system
Same reason nobody messes with the police – enough people believe that policeman save lives
Its about getting the most people to the polls as possible and more than the opposition. All of our strategy and tactics are about this simple idea.
The new york voter file gives a lot of info about the voter. Phone numbers, addresses, names, sometimes email, but also vote history. Assign each voter a number 1-4 with likelyhood to vote. Target 4s first, then 3s, then 2s. The math with work that you count the 1’s as 100% likely to vote, then the 2’s as 75% likely to vote so you need 25% more yeses to get your voter total, the 3s as 50% likely to vote so you need 2xs as many 2s than 4s, etc…
To understand the rules of the game and use those rules to get a checkmate
The moves it takes to get that checkmate
A campaign is all about getting the most messages out to the most “right people.”
Volunteers primary role – ID yes voters and get them to show up
Practice this
You need to know who will vote yes, who will vote no, if you can know why then know why, who would like a sign, who to mail or phone call, who’s been contacted and how, what their response was, etc…
Draft a sample
Being an advocate for the library and the campaign is important and knowing how to talk about it is very important.
Yes and examples, never directly engage, always smile and remain positive-
You’re right, we have google. And the library has so much more, we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
Power Mapping Exercise
What is the library’s vision statement? Mission statement?
Consistent!
Message creation (not in a vacuum) based on data, polling, etc…
Specific to your community
Specific to who you’re talking to
Libraries are NOT all things to all people
Messaging doesn’t mean, and won’t work, if you’re talking about getting people to check out more DVDs. It’s about creating an identity with people. How do they view themselves in the context of the library. It doesn’t matter if they actually use the library, it matters if the believe in the library
Messaging is used to tell good stories about the library, and its used to counter opposition or get out ahead of opposition.
Don’t change what the library does, change the way you talk about it.
Tea Party Example
Instead of the library being a social welfare organization for the homeless hungry ill-educated, etc… It can be talked about as an economic development organization for local businesses, a service for improving large corporations, the entrepreneurs, the savior of the American dream and liberty
Your data will tell you how to target your message - Who is using your library, where do they live, what kinds of people are they, who isn’t using your library and why? Know your audience and speak to your audience on their terms
Targeting your message
To Library Users:
“As you know...”
To Non-Users:
“As you can imagine...”
What was/is their platform? How does the library help them achieve that?
Have politicians in for storytimes, create
Talk about Rivkah getting local politicians involved in the library
The wealthy, the powerful, Local businesses etc…
Tell the oakland/chlorox story
Who else in the community has the same goals as you? ID them and ask them to join up!
EXERCISE- Who are some local potential coalition parters
It matters how many times people see your message before they believe it
How much other noise is there out there? How do you get in with all that clutter?
Message box exercise
Proactive
What’s great about the library is that if offers so much more! we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
Opposition
You’re right, we have google. And the library has so much more, we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
Create a 27-9-3 message for a specific person or organization
Yes and examples, never directly engage, always smile and remain positive
Use your data for the Surfacing phase of a campaign –
What happens during the surfacing phase- The book analogy - Introducing yourself, gathering information about your supporters and opposition, data collection, setting yourself up as the expert (Rick Perry wearing the glasses/boots), developing your message and you image
Surfacing is what you are you doing from today until the day your campaign starts. Could be 5 months from now, could be 50 years from now.
Use messaging to frame the library as a community need
Start collecting email addresses – every program, every opportunity, eventbrite, etc..
Start paying for FB ads
Get librarians out of the library
Customer service training
Message practice (role playing)
It’s an amazing thing when people believe in YOU!! They will fight for you. Give them a position on the field when they are needed.
People will rally around your cause!
Ask for grants, funding, etc…
Ask them to talk to city council for you, write letters, etc…
Letter writing parties
Sign petitions