Case Study: State Senate Race


During a recent Election cycle, a state senate seat was being vacated by a term limited Democratic incumbent. Though the seat was held by a Democrat, the Republican controlled legislature had full authority over the redisticting process. 

Our candidate was a Democratic state Representative running against a well-funded Republican in a newly drawn, and much more conservative state senate district. 

Program Design

Working closely with campaign staff, ADG developed a phone plan that targeted consistent or inconsistent voters with ID, persuasion and GOTV calls. We coordinated our efforts with the campaign's field and mail programs to maximize our effectiveness. 

  • Voter ID Calls were initially employed to mobilize supporters to vote early. We focused our early efforts on identifying our fair-minded audience to maximize campaign resources where they would be most effective, and avoid the pitfall of emboldening voters who might not support the candidate. For undecided voters, we delivered persuasion messages that were based in part on the campaign's internal polling to maximize their effectiveness. We reached out to voters multiple times to ID their support, and reconfirm their commitment to vote early. 
  • Multi-phase GOTV Calls were also utilized as we approached Election Day. The goal of the initial GOTV contact was to gain a firm commitment to vote and utilize GOTV best practices like plan making so that we could significantly increase turnout, especially among inconsistent voters. While contacting high propensity voters has the potential to boost turnout to a certain extent, recent field experiments have shown that much greater increases in turnout are possible among lower propensity voters when engaged effectively.  

Results

  • While significantly outspent, our candidate defeated his Republican opponent through targeted GOTV efforts, and persuasion efforts utilizing messaging around the candidates ability to be a problem solver, his roots in the community, and his success in lowering taxes, creating jobs, and growing the local economy. 
  • A comprehensive post-Election analysis revealed consistent (high propensity) voters that were contacted turned out at a 3% higher rate than those who were not, and that among inconsistent voters that number rose more than 11%.

 

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ADG Advantage:

  • Data-driven targeting and messaging allowed us to reach individual voters with personalized messages that were the most likely to persuade them to support our candidate, while targeting the right voters allowed us to generate substantial turnout effects among the candidate's supporters. 

  • More than the number of calls that were made, it's the quality of each connection with a voter that increases engagement and turnout. That's a big part of the reason we own and operate our own network of campaign call centers, so that we can employ passionate representatives who can serve as the ideal ambassadors for any campaign.