Raise more and spend less? That’s a bold claim, tell me how.
Sure, but let’s take a step back— when we say “digital strategy,” we’re really talking about a number of things. It includes infrastructure, strategy, and creative capacity.
This framework is a new and more sophisticated approach to digital infrastructure for political campaigns, purpose-built for better user experience, better engagement, and better results. More than improving on convention, it’s a complete reimagining of what’s possible.
Sorry, got distracted thinking about infrastructure week. I’m not really following…
What I’m trying to say is, you can’t run an optimized digital strategy without the right infrastructure in place. It’s not enough to just use basic (and disconnected) platforms. Your entire technology stack, including tools for fundraising and organizing, needs to be integrated and deployed in a way that bolsters campaign operations, provides a great front-end user experience (including impactful, brand-affirming transactional email automation), and allows for the systematic and consolidated collection, analysis, and reporting of analytics data.
Centralized analytics reporting on all of your user activity is critical, because you have to be able to see exactly what’s working, and what’s not. This is how campaigns can spend less and raise more— by not blindly wasting money on ad campaigns that aren’t making an impact. You optimize your ROI by focusing resources on the things that prove to perform well.
Let’s not get too deep into the weeds, but here’s the general idea— You should be able to measure and report, to the exact dollar amount, the value of every channel, ad group, email, audience segment, etc. You should be able to compare apples to automobiles, like knowing how many sign-ups come from organic search vs. Facebook posts vs. YouTube ads. It’s important to be able to see the big picture of how people find you online, how they engage with your content, and what drives them to take certain actions like making a donation or attending an event.
This requires not only a specially configured analytics platform, but also a consolidated digital infrastructure. The conventional approach of using fragmented 3rd-party platforms just isn’t conducive to this kind of optimized digital strategy.