A recent poll from the Pew Research Center found that 62 percent of millennials are “looking forward” to the 2018 midterm elections, with registered voters expressing an even stronger support for Democratic congressional candidates than in the past. At its core, Team was created to meet these volunteers and voters where they are: online.
Rather than sending generic, copied-and-pasted messages to strangers, Team believes in the tremendous value of personalized language. A growing body of literature has indicated that personalized political communication is far more effective than advertisements, direct mail, emails, and robocalls in getting people out to vote. Friend-to-friend outreach allows volunteers to extend your campaign’s message to friends who already know them and trust them. Even so-called peer-to-peer contact (where a real person sends a message from an unknown number) is not anywhere near as effective as a message coming from a known number belonging to a friend.
With nearly eight-in-ten (77%) Americans on smartphones and social media, it’s easy to see how Team can be used to enhance your campaign’s existing field strategy. Through Team, your staffers can initiate conversations that are specifically tailored to the targeted recipient. After all, campaign outreach is optimized when your volunteers can focus on the campaigns and causes that they care about the most.
Put yourself in your volunteer’s shoes by creating messaging prompts and tasks that they would actually want to send. For example, when you upload targeted asks into the “Start New Conversation” section of the Campaign Management tab (which you can read more about in Staffer Guide #1), volunteers will see a suggested message that they can send to their friends and contacts. Team also encourages its users to send follow-up messages, giving volunteers the opportunity to directly contact individuals who have engaged with their content.
Empower your volunteers to edit these messages to suit their audience. Does the recipient respond to shorter and informal messages, or would they prefer to read a more comprehensive Facebook post? Would they be interested in receiving links to the candidate’s website over text, or would they rather hear more about the issues over-the-phone? Take full advantage of your digital volunteering program by using your volunteers to answer these questions. Team exists to meet people where they are, and that begins with your volunteers.