Modern Campaigning Methods

Question 1

Activate (SNP)

Answer 1

Their database, activate, is a record of all 3.9 million voters, it shows how people previously voted, and how they fitted into 44 consumer types identifies by postcode, family income and age.
This allowed them to target aspirational voters in new build houses popular with families rather than wasting money on serial non-voters in Labour councils.
Activate showed where in constituents they should focus resources.

Question 2

Apps (SNP)

Answer 2

Activate app allowed SNP canvassers to update the activate database instantly.
In a few weeks the SNP were able to canvass 25,000 people compared to the 1000 people commercial polls talk to.

Question 3

Website (SNP)

Answer 3

For £3000 SNP created a website using ‘NATION BUILDER’ this system helped Obama get elected. This translated online activity into offline targeting.

Question 4

Twitter (social media)

Answer 4

This allows political parties to convey their message and key polices to a large number of people. SNP promoted twitter hashtags such as #SNPbecause which allowed people to share their reasons for supporting SNP.

Question 5

Online fundraising

Answer 5

SNP used online fundraising through sites such as Indiegogo and Crowdfunder this allowed candidates to raise lots of money in small donations for local campaigns allowing SNP HQ to spend money on adverts and events.