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Geneva full day training

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Geneva full day training

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I spent the day in Geneva New York training the local ballot committee in best practices to win election and campaign for libraries.


For speaking engagements please contact PC Sweeney at http://pcsweeney.com/speaking-at-your-event/

I spent the day in Geneva New York training the local ballot committee in best practices to win election and campaign for libraries.


For speaking engagements please contact PC Sweeney at http://pcsweeney.com/speaking-at-your-event/

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Geneva full day training

  1. 1. How to win elections in Geneva, NY Patrick “PC” Sweeney @pcsweeney www.pcsweeney.com
  2. 2. Schedule 1. Volunteer Training (9-10am) 2. Power Mapping the Community (10-10:30am) 3. Vote Yes- Developing and Delivering Effective Messaging (10:30-11:30am) 4. Information Only Training- (11:30-12) 5. Digital Camping Strategies and Nation Builder to ID supporters– (12-1)
  3. 3. Libraryland Ecosystem Building voter support for libraries
  4. 4. EveryLibrary’s Successes Building voter support for libraries
  5. 5. Why Talk in Terms of Voters
  6. 6. First the Good News Building voter support for libraries
  7. 7. The Numbers Are Great! Building voter support for libraries
  8. 8. Civic Attitudes ● 94% of Parents say libraries are important for their children. 79% say “very important”. 2 ● 58% of Americans have a library card. 3 ● 62% of card holders have visited the library in the last year at least once.4 2. Pew, May 2013 3 and 4. Harris Interactive | ALA, January 2011 Building voter support for libraries
  9. 9. Voter Attitudes Nationwide, of all voters: 37% will Definitely vote yes for the library 37% will Probably vote yes for the library 26% will Probably or Definitely vote no or may vote either way. Building voter support for libraries
  10. 10. Party Affiliation Doesn’t Matter Building voter support for libraries
  11. 11. Library Card Stats Don’t Matter Building voter support for libraries
  12. 12. Library Use Doesn’t Matter Building voter support for libraries
  13. 13. What Does Matter Building voter support for libraries
  14. 14. What do politicians respond to? Building voter support for libraries
  15. 15. What can we get? Building voter support for libraries
  16. 16. Ladder of Engagement Building voter support for libraries
  17. 17. The Truth about Campaign Math 90% of the population could hate the library, but if mostly the 10% who love the library show up at the polls, you will win. Building voter support for libraries This NEVER happens though.
  18. 18. Geneva’s Campaign Math 2344 total registered Voters, typically only about 20-30% of voters turn out for special elections which is 703 voters. To win with a margin of error of 10% you need 420 definite identified vote yes individuals.
  19. 19. Voter Files and Voter Scores
  20. 20. Campaign Timeline • Surfacing – Introduction of the Cause • Campaign – Messaging and Voter ID and persuasion • GOTV – Voter activation Building voter support for libraries
  21. 21. Campaign Structure Building voter support for libraries
  22. 22. Campaign Goal Get as many “yes voters” to SHOW UP at the polls as possible and as few “no voters” to show up at the polls as legally possible Building voter support for libraries
  23. 23. Campaign Strategy Building voter support for libraries
  24. 24. Campaign Tactics Building voter support for libraries
  25. 25. Campaign Theme Building voter support for libraries
  26. 26. Campaign Messages Building voter support for libraries
  27. 27. Other Vocabulary • Phonebanking • Canvassing • Voter Universe • Political Landscape Memo • Non-Partisan • Scripts • Polling Opposition • Issue • Precinct • Turfs • Political Action Committee (PAC) • Voter Fatigue • Down Ballot initiatives • Voter persuasion • Voter ID • Targeting Building voter support for libraries
  28. 28. Nation Builder Building voter support for libraries
  29. 29. Volunteer Roles 1. Canvassing 2. Phone Bank 3. Deliver yard signs and bumper stickers 4. Data Entry 5. Writing copy for the campaign website 6. Driving for the campaign 7. Host a houseparty or fundraiser 8. Identify Yes Voters 9. Bring food 10. Prepare mailers and flyers 11. Give money and raise money 12. Talk to people 13. Get busy on the internet 14. Drive voters to the polls 15. Attend community events Building voter support for libraries
  30. 30. Volunteer Tasks Building voter support for libraries
  31. 31. Identify Yes Voters Building voter support for libraries
  32. 32. - Wellstone Building voter support for libraries A voter ID script is simply to identify who is supporting our campaign and what issues are most important to them. It tends to be a very brief script because the goal is to get through as many calls/doors as possible with accurate IDs. Voter ID scripts must have a direct ask to gauge the voter’s level of voting support for library. A voter ID script is usually done early in a campaign and followed by “persuasion” and “GOTV” contacts Voter ID Phone and Doors
  33. 33. Voter ID Phone and Doors When calling voters (as opposed to knocking on doors) there are two basic types of voter ID calls one where you identify who you are calling for and one that you do not, what we call a “blind ID.” There is no right or wrong approach, although the resulting data is very different. Identified ID calls tend to ‘skew’ the data by as much as 15 - 20%; Blind IDs tend to be more accurate but it is also harder to roll into a persuasion conversation if you find an undecided voter. If Election Day is less than 6 months away, it is common for the script to be an ID/Persuasion script, which has the ID question and then moves directly to persuasion for the undecided so as not to miss an opportunity to persuade
  34. 34. Hello, may I please speak with (name of the voter on the list)? My name is (name of volunteer), and I’m a volunteer walking/calling on behalf of the campaign for the Geneva Library. We’re surveying voters tonight about this issue. [If they hesitate or say they are busy – remind them that you have only two questions and it will take less than a minute.] What are two issues that you are basing your decision on to vote in this election? [Take down the answer/issues for future contacts] If the election for [X] were held today, would you vote yes or no for the library? Building voter support for libraries Sample Voter ID Script
  35. 35. If not supporting the library: Thank you very much for your time, have a good day. If undecided: Well I hope you’ll consider voting yes – the Geneva Library is (talk about why you are voting yes for the library) If supporting the Library strongly: (they give some indication they are enthusiastically voting) That’s wonderful – can we count on you to volunteer for us as well? If yes, take their information, and ask them if they will volunteer and make sure the campaign gets back to them quickly. If no, Thanks so much for your support and your time. Don’t forget to vote for the library on Election Day. Have a good day. Building voter support for libraries Voter ID Script
  36. 36. Persuasion Script • A persuasion script is usually used when re-contacting an already ID’d undecided voter. For example, you may be contacting a voter who was previously ID’d as undecided on the race and who has education as their number one issue. • A persuasion script is usually longer and attempts to engage the voter in a conversation about an issue that is important to them. For example, the voter ID’d as undecided and having education as their most important issue would get a "persuasion call" about the library and education. • A persuasion script is usually used after the Voter ID and typically stops within a week before the election.
  37. 37. Sample Persuasion Script Hi, “This is ___(your first name)____, is ____(first name)___ available? I'm a volunteer with the Campaign for the Geneva Library and we’re talking to our neighbors about the library. Are you familiar with our library campaign?” If yes they familiar- “Are you planning on voting for the Geneva Library in November?” If yes, “Ask them to volunteer and thank them and say goodbye” If no or undecided “Ask them what their concerns are and try to address them.” If still no, “Thank them for their time.”
  38. 38. Other Scripts • Fundraising Scripts • Endorsement Scripts • GOTV Scripts Building voter support for libraries
  39. 39. Bring the Data Home Building voter support for libraries
  40. 40. Writing for the Campaign • Know the publication and its readers • Stay on message • Stay on one message • Create Immediacy (why publish this now?) • Don’t make personal attacks • Spel Cheke • Submit using their guidelines Building voter support for libraries
  41. 41. Speaking about the Campaign • Stay on message • Stay on one message • State the facts • Appeal to emotion (not data) • Don’t make personal attacks • Stay positive Building voter support for libraries
  42. 42. Handling Opposition
  43. 43. Power Mapping Exercise Power mapping is a visual tool used by social advocates to identify the best individuals to target to promote social change. The role of relationships and networks is very important when advocates seek change in a social justice issue.
  44. 44. Developing/Delivering Messaging
  45. 45. Campaign Theme Building voter support for libraries
  46. 46. What will you be messaging Building voter support for libraries
  47. 47. Building voter support for libraries
  48. 48. Targeting your message Building voter support for libraries
  49. 49. Align your message with users and non-users Building voter support for libraries
  50. 50. Align your message with the goals of the local politicians
  51. 51. Align your message with the goals of the influencers
  52. 52. Build Coalitions
  53. 53. It’s a numbers game
  54. 54. What we say about ourselves What they say about themselves What we say about them What they say about us
  55. 55. Handling Opposition
  56. 56. Surfacing/Info Only Campaigns Building voter support for libraries
  57. 57. Facebook Building voter support for libraries
  58. 58. Building voter support for libraries
  59. 59. Face-To-Face Building voter support for libraries
  60. 60. What doesn’t work Building voter support for libraries
  61. 61. What can you start doing now? Building voter support for libraries
  62. 62. After your message is out
  63. 63. Patrick “PC” Sweeney @pcsweeney www.pcsweeney.com How to win elections in Geneva, NY

Notas do Editor

  • About me and Everylibrary
  • 98% of library funding comes from the local level and completely dependent on local ballot issues and local politics. Your local voters matter most. When votes are that important, why aren’t we talking about it?!?!
  • Voter perceptions report – From awareness to funding
    Pew report 2008
  • Today is the first day of your library campaign
  • Which can we expect to get? People – how do we get more people on our side?
    This is why I talk about library marketing in terms of community organizing and not in terms of sales. This doesn’t follow a sales cycle this is about continued engagement in libraries – a belief system

    Same reason nobody messes with the police – enough people believe that policeman save lives
  • Its about getting the most people to the polls as possible and more than the opposition. All of our strategy and tactics are about this simple idea.
  • The new york voter file gives a lot of info about the voter. Phone numbers, addresses, names, sometimes email, but also vote history. Assign each voter a number 1-4 with likelyhood to vote. Target 4s first, then 3s, then 2s. The math with work that you count the 1’s as 100% likely to vote, then the 2’s as 75% likely to vote so you need 25% more yeses to get your voter total, the 3s as 50% likely to vote so you need 2xs as many 2s than 4s, etc…
  • To understand the rules of the game and use those rules to get a checkmate
  • The moves it takes to get that checkmate
  • A campaign is all about getting the most messages out to the most “right people.”
  • Volunteers primary role – ID yes voters and get them to show up
  • Practice this
  • You need to know who will vote yes, who will vote no, if you can know why then know why, who would like a sign, who to mail or phone call, who’s been contacted and how, what their response was, etc…
  • Draft a sample
  • Being an advocate for the library and the campaign is important and knowing how to talk about it is very important.
  • Yes and examples, never directly engage, always smile and remain positive-

    You’re right, we have google. And the library has so much more, we offer in-person classes, after school tutoring, and information from the deep and unsearchable web
  • Power Mapping Exercise
  • What is the library’s vision statement? Mission statement?
  • Consistent!

    Message creation (not in a vacuum) based on data, polling, etc…

    Specific to your community

    Specific to who you’re talking to
  • Libraries are NOT all things to all people
    Messaging doesn’t mean, and won’t work, if you’re talking about getting people to check out more DVDs. It’s about creating an identity with people. How do they view themselves in the context of the library. It doesn’t matter if they actually use the library, it matters if the believe in the library

    Messaging is used to tell good stories about the library, and its used to counter opposition or get out ahead of opposition.
  • Don’t change what the library does, change the way you talk about it.

    Tea Party Example
    Instead of the library being a social welfare organization for the homeless hungry ill-educated, etc… It can be talked about as an economic development organization for local businesses, a service for improving large corporations, the entrepreneurs, the savior of the American dream and liberty
  • Your data will tell you how to target your message - Who is using your library, where do they live, what kinds of people are they, who isn’t using your library and why? Know your audience and speak to your audience on their terms

    Targeting your message
  • To Library Users:
    “As you know...”

    To Non-Users:
    “As you can imagine...”
  • What was/is their platform? How does the library help them achieve that?
    Have politicians in for storytimes, create
    Talk about Rivkah getting local politicians involved in the library
  • The wealthy, the powerful, Local businesses etc…
    Tell the oakland/chlorox story
  • Who else in the community has the same goals as you? ID them and ask them to join up!

    EXERCISE- Who are some local potential coalition parters
  • It matters how many times people see your message before they believe it
    How much other noise is there out there? How do you get in with all that clutter?
  • Message box exercise
  • Proactive
    What’s great about the library is that if offers so much more! we offer in-person classes, after school tutoring, and information from the deep and unsearchable web

    Opposition
    You’re right, we have google. And the library has so much more, we offer in-person classes, after school tutoring, and information from the deep and unsearchable web

    Create a 27-9-3 message for a specific person or organization
  • Yes and examples, never directly engage, always smile and remain positive
  • Use your data for the Surfacing phase of a campaign –
    What happens during the surfacing phase- The book analogy - Introducing yourself, gathering information about your supporters and opposition, data collection, setting yourself up as the expert (Rick Perry wearing the glasses/boots), developing your message and you image

    Surfacing is what you are you doing from today until the day your campaign starts. Could be 5 months from now, could be 50 years from now.
    Use messaging to frame the library as a community need
  • Start collecting email addresses – every program, every opportunity, eventbrite, etc..
    Start paying for FB ads
    Get librarians out of the library
    Customer service training
    Message practice (role playing)
  • It’s an amazing thing when people believe in YOU!! They will fight for you. Give them a position on the field when they are needed.
    People will rally around your cause!
    Ask for grants, funding, etc…
    Ask them to talk to city council for you, write letters, etc…
    Letter writing parties
    Sign petitions

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