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LEADING A DATA-DRIVEN ACTION PROGRAM

Katie EllisNew Organizing Institute

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INTRODUCTIONS

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Norms

You

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FOLLOWING THE LAWELECTIONS.NEWORGANIZING.COM

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FOLLOWING THE LAWWWW.AFJ.ORG

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Presenter:

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Katie EllisData Training ManagerNew Organizing Institute

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OBJECTIVEIn this session, you’ll learn to enhance organizing campaigns through the use of data.

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AGENDAIntroductionsContext-Setting3 Uses for DataThe Data CycleCase Study 1: Issue CampaignCase Study 2: Electoral CampaignWrap Up

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• What do I mean by “data”?

• What types of data do you collect?

• Why do we need data?

CONTEXT-SETTING

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• Strategic Use of Limited Resources

• Setting Strategic Goals & Maintaining Accountability

• Demonstrating Success & Power

WHY DO WE NEED DATA?

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• Strategic Use of Limited Resources

• Setting Strategic Goals & Maintaining Accountability

• Demonstrating Success & Power

WHY DO WE NEED DATA?

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LIMITED RESOURCES

MONEY

TIMEPeople

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HOW DO WE BEST USE LIMITED RESOURCES?

TURNOUT

HISTORY

PRESUMED SUPPORT

LOW UNKNOWN HIGH

HIGH x HIGH TURNOUT PERSUASION

HIGH TURNOUT BASE

SPORADIC xSPORADIC TURNOUT

PERSUASIONSPORADIC

TURNOUT BASE

LOW x x x

NEW x x NEW BASE

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• Strategic Use of Limited Resources

• Setting Strategic Goals & Maintaining Accountability

• Demonstrating Success & Power

WHY DO WE NEED DATA?

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• STRATEGY is turning the resources you have into the POWER you need, to win the CHANGE you want

• What change do we want?• Who has the resources to create that

change?• What do they want?• What do we have? (that they want)

AUDIT THE SITUATION

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• What specifically does success look like?

• How do we get from there to here?– Define benchmarks so you can measure

progress and make adjustments

SET GOALS AND BENCHMARKS

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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METRICS

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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SOFT REPORTING

• Organizers and volunteers self-report

• Quick allocation of resources

• Day-to-day accountability

• Narrative feedback from the front lines

HARD REPORTING

• Results attached to names (volunteers, supporters, donors, registrants)

• Long term strategic resource allocation

• Verify soft reporting, increased accountability

COLLECT DATA

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• Are you on track to reach the benchmarks that you set?

• If not, can you identify the reason?– Is one staffer or volunteer coming up short?

Can you coach them?– Is one region producing different results? Can

you adjust your methods in that area, or shift resources elsewhere?

– Is one metric affecting others? What can you do to correct the imbalance?

EVALUATE

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• Now that you know what’s going on with your program… what will you do with this information?

• Keep your eyes on the prize – how do you adjust your tactics and benchmarks, without losing track of the goal?

ADJUST

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QUESTIONS?

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CASE STUDY: TENURE CAMPAIGN

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AUDITING THE SITUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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AUDITING THE SITUATION• Leadership team: Me, Aliya, Professor

Murphy, students on list-serv, Facebook group

• Our constituencies:– Students– Alumnae– Faculty

• Why has power?– Committee on Faculty Appointments– Dean Shennan

• Other resources:– Professors who have appealed successfully

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SET GOALS AND BENCHMARKS

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• What does a win look like?– CFA overturns tenure decision at May

meeting• What will it take to get there?– Research – Testimonials (Letters)

SETTING GOALS AND BENCHMARKS

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• What does a win look like?– CFA overturns tenure decision at May

meeting• What will it take to get there?– Research (Faculty)– Testimonials (Letters) – 100• Students – 70• Alumnae - 30

SETTING GOALS AND BENCHMARKS

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SET BENCHMARKS• How do we find people to write

testimonials?– Online forum– Facebook– Ask people– Petition

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SET BENCHMARKS

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• Students– Student organizations– Classes– Dorms

• Beebe – 5• Cazenove – 5• Pomeroy – 5• Bates – 3• French House – 1• Total - 74

SET BENCHMARKS

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INTERDEPENDENT LEADERSHIP TEAM

Katie

AliyaProfessor Murphy

List-Serv Facebook Group

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Class of 2005

Captain

Class of 2006

Captain

Class of 2004

Captain

Pomeroy Dorm Captain

Beebe Dorm

Captain

Cazenove Dorm Captain

INTERDEPENDENT LEADERSHIP TEAM

Katie

AliyaProfessor Murphy

List-Serv

Facebook

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CAMPAIGN TIMELINE

January February March April May

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CHOOSE METRICS

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• Successful Submissions• Commitments• Signatures• Universe Penetration• Volunteers

CHOOSE METRICS

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COLLECT DATA

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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SOFT REPORTING

• Overview Numbers– How many signatures?– How many

commitments?

HARD REPORTING

• Names of commitments

• Physical petitions• Volunteers

COLLECT DATA

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ANALYZE

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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ANALYZE

Dorm Storm

Signatures

Commitments Letters

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PROGRAM DESIGN AND EVALUATION

Audit

Set Goals

Choose Metrics

Collect Data

Analyze

Adjust

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• Dorm storm working – ramp up!• X 3

ADJUST

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AND WE WON!

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CASE STUDY: DELAWARE DEMOCRATIC PARTY

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Audit the

Situation

Define Benchmarks

Choose Metrics

Collect Data

Analyze/Evaluate

Adjust

We know: • How many voted in 2006/2008• Who voted in 2006/2008

We track:• Volunteers recruited• Calls/hour• Contact rate

We track:• Volunteers recruited – 535• 45 calls/hour• Contact rate – 25%

We need:• 55,000 voters• 167,000 universe• 132,000 calls• 733 volunteer shifts

We track:• Volunteers recruited – 535• 45 calls/hour• Contact rate – 25%

Now we need:• 220,000 calls• 1629 volunteer

shifts

THE DATA CYCLE

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• Strategic Use of Limited Resources

• Setting Strategic Goals & Maintaining Accountability

• Demonstrating Success & Power

WHY DO WE NEED DATA?

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DEMONSTRATING SUCCESS

“Our call program is doing really well! We’re calling a lot of people and they are really excited about our ballot measure!”

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DEMONSTRATING SUCCESS

“Our call program is doing really well! We’ve made 11,000 calls into our persuasion universe (74% of our July goal) and of the 3,000 voters we’ve spoken to, 68% plan to support the ballot measure.”

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DATA VISUALIZATION

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• Strategic Use of Limited Resources

• Setting Strategic Goals & Maintaining Accountability

• Demonstrating Success & Power

WHY DO WE NEED DATA?

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QUESTIONS?

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