For our non-profit clients, we aim to make fund raising and voter mobilization more effective. Prior to 2007, our political work was done with Copernicus Analytics.
We bring the best practices from the commercial application of direct marketing to fund raising. We use microtargeting to identify and remove low performing names from existing programs. In addition, we identify the characteristics of your best prospects and help you find new ones. Today, many programs rely solely on rented lists as their only source for prospects. We have successfully shown how modeling can be used to find high performing names on publicly available lists, such as voter files. The combination of improved performance and an expanded universe of prospects dramatically increases your fund raising ability.
We apply a similar approach to voter mobilization. In most campaigns, two sets of activities are aimed at the electorate; those intended to persuade the undecided and those aimed at getting supporters to the polls. Microtargeting makes both activities more effective by directing them to the right individuals. We aim to make every voter contact count. By making your voter contact programs more efficient we make your contributions go farther. For the same amount of money, you are now able to move more votes.
In the final weeks of the campaign, when all activities turn to voter turnout, microtargeting can dramatically increase your get-out-the-vote universe. This is particularly true in states without party registration. In 2004, we built models to identify likely Kerry supporters. The DNC used these models in ten battleground states and added over three million names to the traditional GOTV universe. Similarly, in 2005, we built models to identify likely Kaine supports in the Virginia governors race. These models added several hundred thousand new names to their GOTV universe and provided crucial inroads into high growth exurbs.
In addition to targeting programs to individuals, we also make the conversation with that individual more effective by identifying the issue that will resonate with that voter. Traditional polling seeks a message for mass media. These messages are designed to have a wide appeal, while avoiding any negative impact. In contrast, when messages are designed for delivery to the individual by mail, phone or at the door, the message can be customized to have a stronger impact.