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Voter Targeting, Grassroots Style!

Presented by Josh WolfDirector of Data and Technology at NOI

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Presenter:

Josh WolfDirector of Data and Technology at NOI@winningwithwolfjosh@neworganizing.comwww.neworganizing.com

OBJECTIVES:

‣ By the end of this session, you will know how to use a voterfile to target and contact likely voters for your local campaign.

AGENDA:

‣ Why Target?‣ Likely Voters‣ Using the Voterfile to Target‣ Creating Walk Lists and Maps‣ Next Steps‣ Q & A

Why Target?

Limited Resources:

Time, People, and Money

Who to TargetTier 1 Targets• Share your beliefs (Same Party)• Likely to Vote

Tier 2 Targets• Share your beliefs (Same Party)• Unlikely to Vote

Tier 3 Targets• Undecided Voters (Non-Partisan)• Likely to Vote

Shared Beliefs

Who shares my beliefs?

• People in my Party• Some Non-Partisans or Independents• Family Members and Friends (sometimes)• Friends of Family Members and Friends

(sometimes)

Likely to VoteWhat makes a voter likely to vote?• Likeliest Voter: Voted in 2006, 2008, 2010• Likelier Voter: Voted in 2008 and 2010• Likely Voter: Voted in 2010

What makes a voter unlikely to vote?• Voted in 2008, not 2010• Registered to vote, but has not voted

Get Ready to Target!Materials and Resources Needed• Voterfile for the Elected Office District (visit the

election finder to contact your local Board of Elections)• Microsoft Excel• Internet

Understanding the Voterfile• Name, Address, Party, Precinct, Voting History,

Election Districts• Comes in many formats, so be prepared to be

surprised!

How to TargetGrassroots Style Targeting Matrix

Party 2006, 2008, & 2010

2008 & 2010 Only 2010 Only 2008

Democrat

Non-Partisan

Republican

How to TargetGrassroots Style Targeting Matrix

Party 2006, 2008, & 2010

2008 & 2010 Only 2010 Only 2008

Democrat Tier 1 Target Tier 1 Target Tier 1 Target Tier 2 Target

Non-Partisan Tier 2 Target Tier 2 Target Tier 2 Target Tier 3 Target

Republican Danger Zone

Danger Zone

Danger Zone

Danger Zone

Using the Voterfile to TargetEXAMPLE: Bratton Township• 977 Registered Voters• 64% Average Turnout (2004, 2008)• Predicted Turnout Number: 626• Projected Win Number: 326

PROCESS:• Sort by Precinct, Party, 2010G, 2008G, 2006G• Run Counts and Fill-in the Targeting Matrix• Label Targets by creating a new target column• Sort by Target and copy into a new sheet

Targeting Matrix ResultsWIN NUMBER for BRATTON PRECINCT: 326

Party2006,

2008, & 2010

2008 & 2010 Only 2010 Only 2008 TOTAL

DemocratTier 1 Target

83

Tier 1 Target

14

Tier 1 Target

7

Tier 2 Target

15119

Non-Partisan

Tier 2 Target

78

Tier 2 Target

58

Tier 2 Target

34

Tier 3 Target147

317

Republican

Danger Zone

Danger Zone

Danger Zone

Danger Zone 0

TOTAL 161 72 41 162 436

From Targets to Walk ListsPROCESS:1. Standardize the Address into two columns: Street Number and

Street Name (Excel Functions: Text to Column/Concatenate)2. Sort by Street Name, Street Number3. Insert Page Breaks after each Street Name change4. Hide information not applicable to volunteers5. Rename Topline6. Insert Polling Location (lookup on the board of election site)7. Create Status, Support, Yard Sign, Notes Columns8. Choose Print Titles and Select Rows to Repeat9. Choose to Print Page Numbers10. Choose Landscape11. Scale the pages to fit on one sheet of paper12. Preview before printing

From Walk List to MapsPROCESS:• Visit http://www.gpsvisualizer.com/geocoder/• Copy and Paste the Addresses and Click Start Geocoding• Wait• In the Results as Text Box, Select All and Copy• Paste into your workbook• Text to Column• Create a new table in Google Documents• Import the file with the longitude and latitude• Export the KML file• Upload into maps.google.com• Count out households, print maps, and pair with walk sheets• Provide your volunteers with a brief training on how to read the

map, enter statuses, use the script, and then go win some votes!

A Completed Map

Data Driven CampaignsThe Volunteer Walk is Over – Now What?

•Celebrate your volunteer’s work!•Collect all walk packets, even those unfinished, from volunteers•Enter all information into your Data Tracking Sheet•Analyze the Data by Sorting by Target and Support, by Updating your Targeting Matrix

What’s the Data Mean?

Party Support Goal % to GoalDemocrat 11 119 9.24%Non-Partisan 45 317 14.19%

Total 56326

(vote goal)

17.17%

Support Tracker

Next StepsMore Volunteer Walking!•For Identification purposes, resort the walk sheet by Status then Street Name then Street Number•Rework the previous walk sheet and map process for NH’s

•For Persuasion purposes, resort the walk sheet by Support and Status•Rework the previous walk sheet and map process for Maybe’s and NH’s

•For GOTV Purposes, resort the walk sheet by Support•Rework the previous walk sheet and map process for Yes’s

Questions?

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