Microtargeting (Voter and Consumer)
Why use Microtargeting: Three Key Reasons:
1) |
To make all of your other advocacy expenditures more effective. Microtargeting is the only thing you can do for coordinated campaigns that directly improves the efficiency of all of your other expenditures. All communications efforts face scarce resources. Microtargeting helps those resources go farther by allowing better targeted cable television, radio, mail and phone expenditures. For example, before an effort might have sent out 500,000 pieces of mail on a one message to the entire universe or to a list compiled from various other lists, now you could send perhaps 200,000 pieces of mail to only those who will be activated or persuaded by a specific message. That’s a significant resource savings that can allow you to persuade more stakeholders, or support multiple efforts/campaigns more strongly. |
2) |
To help identify hard to reach or non-traditional supporters. This is the classic example of Microtargeting success and often is a powerful result of Microtargeting. Whether it is persuading a few points worth of non-supporters, finding a issue-oriented group that respond to your ideas on a particular local issue, or finding segments of swing voters who are upset with the competition—Microtargeting can provide a crucial margin in close elections. |
3) |
To help bring new donors into your organization. Adding a few questions about donation behavior and then appending common donor-identification variables (wealth overlays, political giving, non-political charitable giving) to the data allows us to build a separate donor model with the micro-targeting data. This is a powerful application, because by already testing issues and messages in the micro-targeting survey, we can identify:
- A list of potential new donors along with the messages and issues that will be most effective in causing each to donate.
- A list of “up-sell” targets—individuals who may already give to your group, but whose resources and other giving behaviors suggest they should be able to give much larger amounts.
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