Problem:
The 2020 election cycle brought about unique challenges due to the COVID-19 pandemic. Traditional in-person fundraising events were off the table, and there was an urgent need to support local Democratic candidates in what was going to be a pivotal election year.
Action:
As the club president and chief communications officer, I spearheaded a shift to a digital-first approach for the DAA. We began by deploying 3-4 monthly emails to our expansive list of 1,500 contacts. In tandem with this, we launched a series of themed digital fundraising campaigns to bolster our resources.
To further our reach and impact, we rolled out targeted Get-Out-The-Vote (GOTV) digital advertisements starting in August, encompassing native, display, and pre-roll video ads. Additionally, we tried to connect more intentionally with locally engaged Democrats via social media, resulting in a notable increase in website traffic.
Solution:
The results were incredible. We successfully raised $30,000 for the DAA, a record for the organization. Our digital outreach was effective, achieving an email open rate of 10%. Our initiatives also played a pivotal role in the election or re-election of six local Democrats, one of whom became the first openly LGBTQ official in the Valley.
Our digital advertising strategy yielded better-than-average results, with a 0.33% click-through rate for Native ads and a substantial 63% completion rate for pre-roll video ads. Moreover, our enhanced online approach dramatically increased website engagement, drawing in 5,000 unique visitors in the month leading up to the election. This strategic shift not only achieved but surpassed our objectives, all while operating on a limited budget and relying on a dedicated yet lean volunteer team.