Guest article! Jason Rosenbaum of the Progressive Change Campaign Committee graciously agreed to send over some additions to “How Campaigns Can Use the Internet to Win in 2012.” Jason works with candidates across the country and has some excellent nuts-and-bolts suggestions to help campaigns choose and use online tools. Also see Charles Lenchner’s earlier interview with Jason about what makes a good campaign new media director and his thoughts about a campaign’s first hire(s).
What the “Winning in 2012″ EBook Left Out
After thinking about what I run into with campaigns all the time, here are some additions to the book you might think about:
How to Evaluate Tools
We have a lot of choice with CRMs and the like these days, and it’s not always obvious which is best. So guidelines on what to look for are helpful. Things that are important to me are:
- tracking, testing (random splits, easy a/b tests, good metrics)
- good targeting abilities and advanced queries (recency [ie: people who've been active in the last month], geographic, donor levels, and complex combinations)
- ease and flexibility of setting up email and website templates
- ease of setting up daisy chain actions and integrate sharing options and other things on thank you pages, after a user takes action
- flexibility of the system (can I make many different signup pages, flexible surveys/questionnaires, donate forms, etc…).
Basically, can a CRM handle the normal, day-to-day online organizing tactics like flexible and multiple signup pages, social sharing, and testing/tracking? (And, keep in mind that you can use different systems for different parts — one for email and signup pages, one for online fundraising, etc… For how to keep those working together, see below.)