NPI New Tools Spotlight: Target Your Marketing

Each week this fall the New Politics Institute has been sending out a memo on a new tool that progressives can use, but this week we send out a memo on a tool that arguably can be used in conjunction with all of them: databases. More specifically, this memo talks about how to use databases in microtargeting.

“An Introduction to Microtargeting in Politics” is a terrific overview of an exceptionally important tool that, frankly, conservatives have used earlier and much more effectively than most progressives. At more than 20 pages, this memo covers a lot of ground.

The memo explains why progressives should microtarget, and what microtargeting encompasses, along with looking at some case studies where progressives effectively used microtargeting in recent elections. The memo then lays out six steps that any organization can take towards developing microtargeting ability, and concludes with three strategic imperatives that the whole progressive movement might consider as marketing continues to get more and more targeted. As a bonus, the memo ends with a detailed list of resources and organizations that you can turn to for more information.

The coauthors of the memo have a wealth of experience in the database and microtargeting fields. Mark Steitz is a senior advisor at Catalist, which Laura Quinn founded and runs as CEO. Catalist is a voter data and data service company serving a wide range of progressive organizations. Steitz and Quinn also previously founded Copernicus Analytics, a data mining firm focused on providing improved donor and voter analytics to progressive political clients.

You can watch Quinn give a 10-minute overview talk on the subject at the 2007 New Tools Campaign kickoff this summer in Washington DC. And Steitz plans on posting to the New Politics Institute blog this week.

This memo is highly recommended for those working to modernize the way they run messaging and advocacy efforts. Please send this email to those who you think might benefit. Thanks.

Peter Leyden