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'If we do this right...': The new Dem organizing strategy catching fire ahead of the midterms
PoliticoA group of Democratic strategists is trying to spread a novel organizing tactic in this year’s election. Technically, it’s called “paid relational organizing,” but it boils down to this: paying people to talk to their friends about politics.
Democrats think it helped them win the Senate in 2020 — and are hoping the get-out-the-vote strategy will help limit the pain of a brutal 2022 election environment.
Conversations with friends, family members or neighbors are more likely to earn a voter’s support than chats with a stranger at their front door, which is the traditional way campaigns have run paid canvassing programs in the past. And an important test case for deploying the strategy at scale came out of the Georgia Senate runoffs in 2021 when now-Sen. Jon Ossoff’s (D-Ga.) campaign, flush with nearly unlimited cash but only two months to spend it, used a paid and volunteer relational program to get people talking to acquaintances instead of strangers about the election.
In particular, the Ossoff team hired 2,800 Georgians, specifically targeting those with little or no voting history themselves to do this outreach to their own networks. The campaign was making a bet that many of the friends and family of their highly political volunteers were already engaged in the runoff election, but that this group could expand the electorate with relational outreach into their networks — which were likely to include more irregular voters or non-voters like them. The campaign folded this data into their vast field program, tracking conversations and whether those contacted had voted. They could even notify organizers, based on their own network, which voters were tagged as “only reachable by you.”
Democrats think it helped them win the Senate in 2020 — and are hoping the get-out-the-vote strategy will help limit the pain of a brutal 2022 election environment.
Conversations with friends, family members or neighbors are more likely to earn a voter’s support than chats with a stranger at their front door, which is the traditional way campaigns have run paid canvassing programs in the past. And an important test case for deploying the strategy at scale came out of the Georgia Senate runoffs in 2021 when now-Sen. Jon Ossoff’s (D-Ga.) campaign, flush with nearly unlimited cash but only two months to spend it, used a paid and volunteer relational program to get people talking to acquaintances instead of strangers about the election.
In particular, the Ossoff team hired 2,800 Georgians, specifically targeting those with little or no voting history themselves to do this outreach to their own networks. The campaign was making a bet that many of the friends and family of their highly political volunteers were already engaged in the runoff election, but that this group could expand the electorate with relational outreach into their networks — which were likely to include more irregular voters or non-voters like them. The campaign folded this data into their vast field program, tracking conversations and whether those contacted had voted. They could even notify organizers, based on their own network, which voters were tagged as “only reachable by you.”
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