I am currently leading the IE work for a state legislative caucus. In this role, my responsibility is primarily to help the majority leader maintain (and build) the party’s majority.
I’ve been spending that last few days pouring through polling cross tabs—breaking down answers to the same questions by different demographic groups. And what’s not shocking at all is that different demographics feel differently about particular issues.
The point of this is quite simple: everybody is different.
But groups doing advocacy work don’t always consider that. I’m not sure why—because they don’t know how? Because they don’t want to? Because it’s more complicated? Because they’re lazy?
We do our work at Push based on data. The polling cross tabs are a great example. Because even when we have the same or a similar message, we will communicate to different groups with different language or on a different platform based on what we know. And based on what they want.
What I often see on Facebook are advocacy campaigns that are like a billboard on the highway—the exact same message and platform for everyone.
At Push, we start with data. Why would you not? That’s how we push a targeted message to a targeted audience. And how we get results.
We use all of that data (voter info, internet habits, etc.) to develop creative for specific demographic groups. Then we also use data to drive that creative to specific demographic groups. And then we get more data about performance so we can see how well things are working and can fine-tune the creative or the delivery method as needed.
Don’t make the single biggest mistake in digital advocacy. Use data. Data is your friend. Data is your ally. Take data out for coffee.