The New Tools Series

We are in the midst of an explosion of new technologies and new media, which are in various stages of development and exploitation. In 2006, the New Politics Institute launched a campaign to encourage progressives across the country to immediately adopt four key new tools that are particularly important and ready for political prime time right now.

With the success of our first tools campaign, NDN and NPI have launched the second part of our campaign, unveiling four new tools. They can make a difference in ensuring that our voice is heard loudly and clearly at a time when decisions critical to the future of our nation are being made.

Go Mobile


Nine in 10 mobile phones are now Internet enabled, allowing candidates to send rich data directly to cell phone users. More importanly, 30% of users only have a cell phone, making traditional telemarketing techniques increasingly obsolete.

Reimagine Video


One innocent YouTube video single handidly sunk the political campaign of George Allen--and it wasn't even created by an opposition campaign. With the proliferation and decentralization of influential video, the 30 second ad spot needs to be reimagined.

Target Your Marketing


The Republican political machine rose to power by identifying and targeting segments of an audience. In order to compete, Democrats also need to better understand potential voting niches and target them directly.

Leverage Social Networks


Independent of the Obama campaign, a FaceBook user created a a group that attracted 250,000 users in less than a month. This new type of online political self-organization can be harnessed to great effect--as long as politicos find a way to leverage social networks without damaging their autonomy.

Advertise Online


As much money was spent on Google search ads last year as was spent on ads on any television network, magazine publisher, or newspaper chain. Search is an effective new form of advertising that allows your message to get in front of people who are actively looking for it. And, search only charges fees when people actually click on your ad.

Buy Cable


Since 2001 more people watch cable television than broadcast during primetime. Advertising on cable offers more eyeballs and more precise demographic and geographic targeting at a lower price. Republicans began to take advantage of cable in 2004 and, by shifting significant advertising to cable, progressives can beat them at their own game.

Engage the Blogs


The Blogosphere and Netroots are a powerful asset for progressives. Dedicate someone in your organization to blog or consistently get your message out to the blogs, which act as conduits to many active constituencies, including the huge generation of young people.

Speak in Spanish


Spanish is the preferred language for nearly half of all Hispanic voters. Learning how to bring progressive values and ideas to this fast-growing group—using Spanish—is essential to reach an audience open to hearing from us.



To read all of the New Tools Papers, check out the full New Toolkit here.