>> SLIDE 1

The National Council on Independent Living presents – 
Campaign Outreach Methods
Image: Elevate Logo - Campaign Training for People with Disabilities. Graphic features Capitol Rotunda in NCIL blue (periwinkle).

>> SLIDE 2 

Thank you to our sponsors!
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www.RunForWhat.net
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Sign up for ActBlue!
https://secure.actblue.com/pending_entities/new

>> SLIDE 3

The National Council on Independent Living presents – 
Owned, Earned, & Paid Media: Engage with your Voters
Presented by Stuart Rosenberg, Principal
Image: Foundation Blue logo

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Stuart Rosenberg
Stuart is a gifted strategist and campaign manager with extensive experience throughout the country. From municipal work and state legislative work all the way to working on two Presidential campaigns, Stuart has the knowledge and experience to address nearly any issue that may arise during a campaign.
Successes include serving as Campaign Manager for Houston Mayor Annise Parker’s re- election campaign in 2013, digital and media consultant for the 2016 New Mexico House (one of only four state legislative caucuses to ?ip from Republican to Democratic), Wisconsin State Field Director for Tammy Baldwin for Senate in 2012, and digital vendor for New Mexico State Senator Harold Pope, Jr., the ?rst African-American ever elected to the New Mexico State Senate. Prior to hitting the campaign trail, Stuart served as the Midwest and Florida Field Director for the Human Rights Campaign from 2006 - 2008.
Stuart is a Type 1 diabetic and a severe asthmatic. Stuart also has vitiligo
Stuart, a bald white man with tuffs of close cropped dark, brown hair on either side of his head, has a goatee with the hair graying on and around the chin.  He is seated,  smiling inside with a white wall backdrop.  Stuart is wearing an orange, collared, button down shirt.  The photo is cut off a few inches below his shoulders.   

>> SLIDE 5 

What is Owned Media?
Owned Media are platforms that the campaign possesses and has complete control over its contents. Examples include:
- Website
- Twitter
- Facebook
- Instagram
For Facebook and Instagram, it is true that comments may be made that are not favorable to the campaign. But these media are still owned media because the campaign can restrict or remove the comments. But before doing so, think twice. Unfavorable comments, if reasonable, may just attract more engagement by your supporters.

>> SLIDE 6 

How Are Each Used Differently?
Website
The website has three main purposes:
1. A fundraising portal
2. Introduction of a candidate’s personal story
3. Basic introductory information on candidate issue positions
Facebook
Facebook is best for video. But note that Facebook can and should be used regularly to help build engagement. The more posts you have--within reason--the more engagement there will be. And the more personal, not political, the posts, the more engagement there will be.

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How Are Each Used Differently?
Instagram 
Instagram is best for pictures. As with other owned social media platforms, there will be more engagement as it is used more. And, again, personal, not political, posts get the most engagement.
Twitter 
Twitter is best for text. But just like Facebook, there will be more engagement as it is used more. Most important, the media follows your Twitter more than any other owned medium.

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What is Earned Media?
Earned Media is information helpful to the campaign that is distributed to the public by non-owned platforms. A few things to consider about earned media:
1. Earned Media is not just newspapers and news sites. For example, if a celebrity retweets a campaign tweet, that is also earned media. As a result, don’t limit your earned media e?orts to solely traditional news sources.
2. Earned Media is especially useful to legitimize a campaign message. For example, if you have good opposition information on an opponent, voters are more likely to believe that information is accurate if it is ?rst released by an earned media outlet, not an owned media outlet.
3. Earned Media oftentimes can be more tempting than it is worth. Remember that time is money. So spending a disproportionate amount of time on pursuing Earned Media can lead to more e?ort than it is worth. Also, note that earned media outlets are becoming more and more di?use. As a result, an Earned Media message is often seen by relatively few people.

>> SLIDE 9 

What is Paid Media?
Paid Media is any media that costs money to disseminate. Whether boosting Facebook posts, sending out direct mail, producing radio ads, placing television ads, distributing ?iers… heck, even lawn signs… can qualify as paid media.
1. Any money you spend early, you can’t spend late.
2. The greater the bleed, the greater the inefficiency.
3. Every vote counts. But not every vote costs the same, so being ambitious in earning votes sounds good on paper, but it isn’t always good for the bank account.
4. Integration of all media channels can help ensure money is spent most effectively.

>> SLIDE 10 

Evaluating Paid Media Options: The Most Important Question
The biggest mistake that campaigns make in deciding where and when to spend their resources to disseminate their message is they ask the wrong question.
- The question is not “Will this help the campaign?”
- The question is “Will this help the campaign compared to what?”
In other words, before spending money on paid media, make sure there is a comprehensive budget. Only through a comprehensive budget can you know whether an expenditure makes sense as part of a comprehensive strategy.

>> SLIDE 11 

Evaluating Paid Media Options: Reach and Frequency
Facebook boosting is so tempting. It is easy, It is a?ordable. But is it e?ective?
- Frequency: The number of times that any unique individual sees the paid media
- Reach: The universe of people who have the potential to see the paid media. 
- If the reach is too high, then the frequency will be too low.
- If the frequency is too high, then the reach is too low.

>> SLIDE 12 

Using Owned Media to Influence Earned Media to Create Impactful Paid Media
With good opposition research, earned media may run with the story.
- If earned media runs with the story, use the earned media for a paid media ad.
- If the earned media does not run with the story, use the owned media repeatedly to try to get the earned media to rethink about passing on the story. Twitter is especially e?ective for this.
- Once the earned media picks up the story, the campaign now has a validator to support use in paid media.

>> SLIDE 13 

Questions?
stuart@foundationbluemedia.com 
617.816.9892
Image: Foundation Blue logo

>> SLIDE 14

The National Council on Independent Living presents – 
Direct Mail and More
Presented by Kara Turrentine, Founder
Image: Elevate Logo - Campaign Training for People with Disabilities. Graphic features Capitol Rotunda in NCIL blue (periwinkle).
Image: Turrency Political logo

>> SLIDE 15

Kara Turrentine
Kara Turrentine is Founder of Turrency Political, an award winning campaign management consulting and direct mail firm. Kara is also the Co-Founder of BlackBrown Partners. Kara works with candidates and causes across the nation to create exceptional moments of connection that affirm trust while offering an opportunity to exchange ideas and establish a firm relationship with key audiences. When Kara is not on the campaign trail, she enjoys traveling, live music, and hosting her family and friends over a good meal.
Image: Kara is an African American woman with shoulder length black hair. She is wearing a black suit with a soft blue shirt that has a bow at the neck. Kara wears red framed glasses and a big smile in front of a golden background.

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Why Use Direct Mail?
Direct mail is one of the most efficient and effective ways to communicate your message to targeted voters.
Image: A large, blue email icon with an arrow

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Image: A graph from the United States Postal Service. It says "Please rank the three most credible political outreach methods" and "% Top 3 Choice." The bar graph lists the following answers: mail sent to my home, 68%; TV ads, 59%; visits to my home from campaign volunteers or staff, 47%; radio ads, 38%; emails sent to me, 34%; digital ads, 26%, telephone calls to my home, 18%; and text messages sent to my cellphone, 10%.
*All figures come from a USPS and Summit Research Virginia Post-Election Survey of 900 gubernatorial voters, conducted November 7-9, 2017

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Foundation of Direct Mail
- Research/Polling
- Messaging
- Targeting/Building Your Universe
- Timeline
- Photography

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Research/Polling
- Opposition versus Self Research
- Polling Memo

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Messaging
- What story are you trying to tell?
- How are you telling your story?
- Throw Away
- Skimmers
- In-Depth Readers

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Targeting/Building Your Universe
- The ability to target VERY specific groups is the most powerful aspect of direct mail.
- Target by several demographics like:
-- Age
-- Gender
-- Income level
-- Zip code
-- Neighborhood
- Know your win number!
- Polling
- Past election results
- Projected turnout

>> SLIDE 22 

Timeline
- Ask for a production schedule!
- Know your deadlines!
Example production schedule:
Row 1: 
Universe Size = 10,023
Design to Client = 22-Sep
Client Approval = 26-Sep
Payment Due = 26-Sep
To Print = 27-Sep
To Post Office = 4-Oct
In Mailbox = 6-Oct
Row 2:
Universe Size = 10,023
Design to Client = 29-Oct
Client Approval = 3-Oct
Payment Due = 3-Oct
To Print = 4-Oct
To Post Office = 11-Oct
In Mailbox = 13-Oct
Row 3:
Universe Size = 10,023
Design to Client = 6-Oct
Client Approval = 10-Oct
Payment Due = 10-Oct
To Print = 11-Oct
To Post Office = 18-Oct
In Mailbox = 20-Oct
Row 4: 
Universe Size = 10,023
Design to Client = 13-Oct
Client Approval = 17-Oct
Payment Due = 17-Oct
To Print = 18-Oct
To Post Office = 25-Oct
In Mailbox = 27-Oct
Row 5: 
Universe Size = 10,023
Design to Client = 20-Oct
Client Approval = 24-Oct 
Payment Due = 24-Oct
To Print = 25-Oct
To Post Office = 1-Nov
In Mailbox = 3-Nov

>> SLIDE 23 

Photography
- Hire a professional photographer
- Plan your shoot in advance
- Locations
- Extras
- Wardrobe
- Waivers

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Types of Direct Mail	
- Persuasion (positive/comparative)
- Get Out The Vote (GOTV)
- Social Pressure 
- Personal Letters

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What Makes an Effective Piece
- Compelling design
- Targeted message
- Based on the facts/research
- Timing

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Production Side
- Proofers (your best friend!)
- Printers
- Mail House
- U.S. Post Office

>> SLIDE 27 

First Class vs. Bulk Rate
First Class Mail
- First-class mail is used for postcards, letters, large envelopes, and small packages. First-class mail must weigh 13 ounces or less.
- USPS first-class delivery is given priority over standard mail, and local mail will typically be delivered in 2-3 days.
Presorted First Class
- If you have 500 or more mail pieces, you can choose to presort your mail.
- Presorted mail costs the USPS less money to process and deliver, resulting in approximately 20% lower postage rate.
Standard Mail/Bulk Mail
- Standard Mail, also known as “bulk mail,” is processed by the USPS on a “time available” basis.
- Standard mail is not forwarded or returned if undeliverable unless a special endorsement is used.
- Standard mail will typically be delivered in under 5 business days. 

>> SLIDE 28 

When the Mail Doesn’t Drop
- Don’t panic!
- Spot check different zip codes
- Talk to your vendor
- Talk to your mail house
- Relationship with the USPS

>> SLIDE 29 

Questions?
@ karaturrentine
kara@turrencypolitical.com
Image: Turrency Political logo

>> SLIDE 30

The National Council on Independent Living presents – 
Harness the Power of Your Email Program
Presented by: Phil Perry, Vice President
Image: Elevate Logo - Campaign Training for People with Disabilities. Graphic features Capitol Rotunda in NCIL blue (periwinkle).
Image: Woolf Strategy Logo

>> SLIDE 31

Phil Perry
Phil is a strategic communications expert with extensive experience developing and executing digital campaigns that achieve concrete client goals. As Vice President of Client Services at Woolf Strategy, he develops strategy and leads the day-to-day operations for Woolf’s clients, using his digital expertise to capture the attention of journalists, policy influencers, and voters.
Previously, Phil was a senior account manager at Adfero, where he worked with the U.S. Travel Association, Department of Veterans Affairs, and AT&T. At Burson-Marsteller, he managed award-winning crisis and issue management campaigns for clients including the Nuclear Energy Institute and Ford. Before that, he was an international political consultant with Penn Schoen Berland and the technology director for President Obama’s 2008 campaign in Florida. He also worked at the Florida Democratic Party managing the party’s digital operations and heading up outreach to the LGBT community.
Image: Phil, a white man with brown hair. He is wearing a blue button-up shirt

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Email Program Agenda
1. Email Program Strategy
2. Rich and Engaging Content
3. Email Deliverability
4. Smart Targeting
5. Email List Growth

>> SLIDE 33

Reach Your Goals With Email
1. Set the goals for your email program: fundraising, volunteers, education, advocacy, get-out-the-vote (GOTV), etc.
2. Don’t treat your supporters like an ATM. Use email to build a relationship with them.
3. Move your supporters up the engagement ladder.
Image: Consecutive boxes. Each box has an arrow leading to the next. Boxes: Subscriber; Opener; Clicker; Volunteer; One-Time Donor; Recurring Donor

>> SLIDE 34

Engage With a Variety of Asks
Storytelling
Image: An icon showing a speech bubble popping out of a laptop.
Volunteer
Image: An icon showing a group of people with a megaphone.
Donate
Image: An icon showing a plant growing out of a helping hand.
Petitions 
Image: An icon showing a heart inside a speech bubble.
Surveys
Image: An icon showing a hand touching stars inside a speech bubble.
Advocacy
Image: An icon showing a megaphone.

>> SLIDE 35

Use the Theory of Change
Incorporate the Theory of Change in your emails.
- It’s the “how and why” an expected change is likely to happen. Connect your goal to the steps it will take to get there.
- Example: “Your grassroots support helps us reach more voters and win this race so we can make housing more affordable.”
- Thank your supporters often.
- Show their impact.

>> SLIDE 36

Don’t Use Ableist Language
- “I will always stand up for our community” should instead be “I will always show up for our community.”
- Additional phrases to avoid:
-- Turn a blind eye/deaf ear to…
-- Bonkers, crazy, unhinged, deranged, insane, loony, etc.
-- Dumb, idiot, moron, stupid, etc.
- Draw contrasts with opponents but don’t demean them.

>> SLIDE 37

Make Your Emails Readable
- People have SHORT attention spans.
- Use short sentences and paragraphs.
- Bold select sentences for scanning.
- First ask or action line above the fold. 
- Make use of graphics, photos, and video.
- Test different formats (e.g. long vs. short emails) to see what works with your audience.
- Review emails on desktop and mobile.

>> SLIDE 38

Fundraising Email Example
Image: One half of a campaign fundraising email from Joshua Hiks for Jacksonville City Council. It features a photo of Joshua Hicks, a white man in a blazer who is smiling. The email says "Phillip, it's the last day in July, and that means you're probably receiving an onslaught of fundraising emails. I don't like adding to your inbox, but it's important that our campaign finishes July strong for the following reasons. 1. City government has a great impact on our daily lives. I'ts where decisions are made about jobs, small businesses, our environment, education, and so much more. 2. Strong down ballot candidates increase turnout. Research shows that strong local campaigns increase voter turnout by several percentage points for candidates at the top of the ticket."
Image: Second part of a fundraising email from Joshua Hicks for Jacksonville City Council. It reads, "3. Your grassroots donation goes farther. Local campaigns like ours for District 3 need to stretch their budgets further than statewide races. That means every dollar is spent wisely to reach as many voters as possible. 4. We are SO close to reaching our July goal! If we raise $235 online before midnight tonight, we'll be on track and in a strong position heading into August. Click here right now to chip in a grassroots donation to our campaign. With your support, we will create a safer, healthier, and more prosperous Jacksonville where every person can thrive. Thank you! Joshua Hicks." The email features a blue donate button, with social media icons below it.

>> SLIDE 39

Email Deliverability is King
Don’t spam potential supporters.
- Too many spam complaints will hurt your email reputation and your emails go directly into spam folders.
- Email algorithms weigh against high unsubscribe rates and low open rates.
- A smaller engaged email list is more valuable than a larger less engaged list.

>> SLIDE 40

Target Your Email Audiences
- Don’t send every message to every email address you have.
- Segment your list by email clickers, volunteers, donors, etc.
- Apple’s privacy change means you can no longer rely on open rates.
- Example fundraising email targeting: New sign ups from the last 30 days + email clickers from last 180 days, suppress recent and monthly donors.

>> SLIDE 41

Grow Your Email List
- “Organic” or Free Methods: candidate address book, website, social media, events, and/or joint action petitions.
- Paid Providers: Progress America, Juggernaut Project, Daily Kos, or Care2.
-- $1-$2 per email
- Run Facebook and Google Search Ads.

>> SLIDE 42

Onboarding New Emails
- Deploy a 3-5 email “warm up” series to introduce new email subscribers.
- Remember the engagement ladder concept: low barrier asks build up to higher barrier asks.
- Example:
1. Candidate introduction (follow on social media)
2. What issues are important to you? (survey)
3. Fundraising email
- Occasional “wake up” series for non-clickers.

>> SLIDE 43

Four Steps for Awesome Emails
1. Tell a story with your emails. Link issues and values to your background and constituents.
2. Make emails engaging, readable, and interesting for short attention spans.
3. Be smart about your email targeting and segmentation. Emails sent to less people usually get more results.
4. Opt-in emails are best. Communicate with people who are interested in your race.

>> SLIDE 44

Contact Information
Phil Perry, Vice President
Woolf Strategy
phil@woolfstrategy.com
954-298-5515 (m)
Image: Twitter's logo, which is a blue bird flying.
@phillipperry