The Dean Campaign–
Revolutionizing Political
Campaigns Or Old
Techniques Applied to New
Technology?
Prepared by Ridder/Braden, Inc.
Denver, CO USA
Two Reasons For Dean’s
Success
The Governor Howard Dean has gone from
an upstart candidate to the front-runner for
the Democratic nomination for President.
There are two main reasons for this success:
1. Message
– Direct
– Anti-Washington, anti-Bush
– Anti-Iraq War
– Something about Heath Care and the
Economy
2. The Internet
“We Didn’t Find the
Internet, It Found Us.”
• Some people would like to credit all of Dean’s
success to revolutionary use of the Internet,
but as Dean himself says, “We didn’t find the
Internet, it found us.”
• Dean’s progressive, direct, anti-Bush message
appeals to the people most likely to use the
Internet.
• However, the Dean campaign, and it’s
supporters, have been able to harness that
energy in a way unlike any campaign in
American history. Other campaigns have tried
to emulate the Dean Internet presence.
Old World Organizing
Adapted to New World
Technology
• The Internet has many of the attributes of the
storefront headquarters of the past.
• It is a place where people gather, participate,
interact and provide feedback to the
campaign.
• But because of the geographic dispersion, it
promotes a down-up campaign structure.
There is less possibility for command and
control.
• New tools are being developed to take
advantage of the technology. KEY: Make those
tools interactive.
TOOLS
Meet up.com. -- Meet-Up.com is the vehicle
through which activists and supporters
learn when and where to congregate. A
Starbucks is now the volunteer staging
area.
What have Dean Supporters said about Meet up?
"I feel like I accomplished my goal: to start networking with
others in the San Antonio area in support of the Dean/Democratic
campaign." I learned a lot about Dean and was very impressed
with the people hosting the meet up and attending. Very wellinformed, positive, friendly group of people. And very passionate
about getting Dean in office!"
TOOLS
Organizing tools and materials -- On-line
are now versions of organizing kits. There are
also on-line versions of brochures, posters,
and volunteer recruitment forms. Many of
these items could once only be obtained at the
campaign hq. Now they are available on the
web.
Also, campaign paraphernalia such as buttons,
hats and bumper stickers can be ordered
without taking up staff resources.
TOOLS
• From the Dean “Tools and Resources:”
• Show Your State's Support for Dean
Download a flyer that proclaims your, and your state's,
support for Howard Dean. Flyers are available for every
state.
• Policy Talking Points
Download policy points to use when discussing Governor
Dean with potential supporters, or Dean detractors.
• Get Local Tools and Dean Wireless Flyer
Let people in your community know how they can
connect with the Dean for America campaign. PDF file,
1.3MB
• Dean Action Kit
Twelve things you can do to elect Gov. Dean president.
Plus templates for signs and buttons. PDF file, several
pages, 272K
TOOLS
Blogging -- Web logs have become de rigor
for campaigns since the success of the Dean
campaign’s blog. Activists, campaign staffers
and supporters post a wide variety of
comments to the campaign’s web site for all to
read. Campaign tales, achievements, and
issue arguments that were once related
around a kitchen table are now posted on the
internet.
It has become a critical vehicle for defusing
rumours and distributing talking points.
TOOLS
• From the Kerry Blog: Minnesotans
Canvassing in Iowa
We came down from Minnesota to Des Moines on a warm
Friday afternoon in October to meet with our Kerry campaign
counterparts across the border, to hear our future president
John Kerry speak to a spirited crowd of Iowa Democrats, and
to spend the following day knocking on doors in the friendly
suburban neighborhoods of that city.
Ken, Melissa, and I are members of a larger group of
Minnesotans, an all-volunteer core group that is working hard
to ensure that, when it really starts to matter who
Minnesotans prefer as a Democratic candidate for president,
the choice will be John F. Kerry. Iowa is clearly within reach for
Senator Kerry. But as northern neighbors, we’re not content to
sit and watch when we can be pitching in, showing support,
knocking on doors, and making phone calls to ask the good
citizens of Iowa to go to their caucuses and pull for Kerry
TOOLS
• On Line Contributions –- The ability to
donate on-line has fueled a new class of
donors: internet donors. These tend to be
people who have never attended a fundraising
event or responded to fundraising mail. They
respond to promotions goals, and calls to
action.
TOOLS
From the Dean Website:
Would you give $100 to get George W. Bush
out of office, and to rid politics of the rot of
special interest money? George Bush plans to
raise $200 million from corporate interests in
this election. If 2 million Americans each
contribute $100, we will not only defeat this
president, we will change the way politics
works.
TOOLS
Fast Organizational Information
Dissemination -- Almost 10,000 people have
written letters to Iowa and New Hampshire
voters based on direction from the National
Hq. Through the Internet, thousands have
been recruited to travel to IA and NH.
TOOLS
From the Gephardt Website:
• Come to Iowa and Help Dick Gephardt Win on
January 19!
Dick Gephardt's road to the White House goes straight
through the cities, towns and farms of Iowa and we need
your help to get him on his way. The final weeks of the
campaign in Iowa will be a non-stop barrage of high octane
door-knocking, phone-calling, sign-making, street-cornerstanding, and all-around-fun-having activities. With other
campaigns sending thousands of volunteers to boost their
efforts in the state, Dick Gephardt needs every set of feet,
every pair of hands and every dedicated person he can get
to come work hard to help him win the first vote of the
Democratic nomination process on January 19.
If you have any questions, please email us at
[email protected].
TOOLS
Press Center -- The media can go to the web
site and immediately download video feeds,
photographs, issue statements, press
releases, and television/radio spots.
Reporters often look first at the web site and
the Blog before speaking to the campaign for
specific information
TOOLS
From the Edwards Website:
• Edwards for President has released the
following television ads. The ads highlight
Senator Edwards' biography, underscore his
plan to get our country moving again, and
show him talking to Americans about the
issues that matter most to them.
• Plan
"I have a specific plan to get our country
moving again..."
0:60 [ WATCH "PLAN" ]
Internet Harnesses
Support; It Does not
Create It
• Seeking to emulate Dean for America, Hull for
Senate set up blogs, meet-up sites, and an
extremely strong on-line presence.
• However, due to less attention for Senate
races, and little recognition of the candidate,
the Internet has not been able to create
support for Hull.
LESSONS
• Just because you have a web site doesn’t mean you have a message. If
you build it, it doesn’t necessarily mean they will come. Further, it is
not a message in and of itself.
• Involve the user. They must believe they are part of a political
community. To many the Internet is the television of the 60’s and the
campfire of yesteryear. Many of the Internet users prefer social
interaction through the Internet. So, take advantage of their desires.
• Keep them involved. The Dean campaign sent an email to their
supporters every 6 hours during the final days of the fundraising drive.
Offer new ways of involvement frequently. Provide specific tasks.
But within a context to act. Brings in new people to the database.
• Feedback. Make sure that the participants know that their efforts are
working. Show them that they are part of a bigger operation, but their
small efforts have an impact. They have made investment, so
demonstrate that there is a return.
LESSONS
Finally, the key is to assess how the Internet is
able to make your campaign more efficient
and effective. The Internet is not a new way of
campaigning. It is simply new and improved
vehicle of doing what campaigns have been
doing for many years.