Kickoff Strategy Briefing:
Earn Every Vote
April 2015
[Placeholder – Video]
This may not be a slide – but current plan is
to begin the presentation with a video
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Today’s discussion
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Why Hillary is running
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What we’re going to do to win
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b
How you can help ensure we win
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Why Hillary is running
I’m running for President because everyday
Americans and their families need a champion
and I want to be that champion. So you and
your family can do more than just get by – you
can get ahead and stay ahead.
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Voters want a fighter who will deliver for them…
Most important presidential qualities
Toughness and tenacity to stand up for middleclass Americans and fight for better schools,
higher wages, affordable healthcare and jobs
51%
Tenacity to take on the toughest fights.
Refuses to quit until the job gets done.
47%
Seeing the fights of the middle
class as their own fights.
46%
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…and see Hillary as that fighter
Iowa and N.H. focus group quotes
Hillary’s qualities
“She’s tenacious, fearless. She’ll protect her own.”
– Democratic voter from Iowa
“[We need] someone who’s gonna sit at the end
of the table… and effectively direct the people
around that table.”
– Independent voter from New Hampshire
“[We need] someone who can show that
compromise benefits both sides – but
compromise shouldn’t be a euphemism
for giving up.”
– Democratic voter from Iowa
74%
Is tenacious and doesn’t give up
Will be a tenacious fighter for
average working Americans
63%
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Obama coalition
Favorability
Among battleground
state voters
Democrats
Women
Men
Total
Total
90
47
Whites
Hispanics
51%
90
Independents
African Americans
52%
44
47
42
92
93
66
66
58
56
44
44
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Hillary represents the future, Republicans represent the past
% of voters who said candidates represent the future or past
Represents the past
Represents the future
% opposed to candidate citing
concern about a “family dynasty”
70%
60%
Hillary
48
Paul
49
50
41
50%
40%
30%
Walker
42
39
58%
20%
10%
Bush
64
33
0%
6%
Hillary
Bush
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Our values
This campaign is about everyday Americans.
We will fight to earn every vote.
We’re building a big tent.
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Primary election timeframe
June 30: Q2 Deadline
for Fundraising
2016
May: Campaign’s
Official Kickoff
Ramp
Up
Launch
Build Organization
Get Out The Vote
(GOTV)
April
May –
June
July –
November
December –
February
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We are building a foundation for victory in every state
First Four States
National Organizing from Day One
Small Face-to-Face Events
Launch Organizing Program
Intensive Ground Game
Summer and Fall Organizing
Candidate Visits
Days of Action
NV
IA
SC
NH
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Our digital tools allows us to create a deep organizing infrastructure
– delivering content through email, mobile, social and web
Meeting voters on their own block
Innovative use of social media at every level
Teddy to provide mobile site
screenshot after photo is
changed on homepage
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Our digital presence drives both message and fundraising
Launch video views
Launch video had 6M+ views after 3 days
Millions
Our launch video had 15x as many YouTube views as
Rand Paul’s – who released his video on the same day
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4.02M
4
3
2
1
253K
0
Hillary
Paul
We had 48M Twitter impressions in first 5 days (11M for launch tweet)
Launch
11M
0
Other
37M
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20
30
40
50
Millions of Twitter Impressions
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Even when our website stumbles, it earns goodwill
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Voters and the press love our online presence
“Internet culture has officially cracked into the typically dull pageantry
that is the presidential election... Survey the major presidential
wannabes and you’ll find no other candidate having as much fun.”
- Yahoo! Tech
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2015: $100 million in primary funds
Fundraising targets by channel
$4M
HRC ’16 (Goal)
$20M
Major Donor (38%)
$38M
Digital (38%)
Direct Marketing (20%)
Store (4%)
$38M
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Early listbuilding pays off
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Millions
Major donors sustained the Obama 2012 campaign in its first year
$200
Digital fundraising
Finance team fundraising
$150
$100
$50
$0
2011 Q2
2011 Q3
2011 Q4
2012 Q1
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2012 Q2
2012 Q3
2012 Q4
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How can you help?
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1
Contribute – up to $2,700
Host an event
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2
Become a Hillstarter by
raising $27,000 in 30 days
Sign up to volunteer
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3
Recruit other friends to
become Hillstarters
Tweet your support
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Join us!
Facebook.com/HillaryClinton
@HillaryClinton
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HillaryClinton.com/volunteer
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