How the pandemic has changed campaigns

The successful tactics for socially distanced organizing.

One of the fundamentals of a winning campaign is having canvassers and volunteers blanket a region to repeatedly meet and talk with voters about their candidate or issue. A well-organized ground game is often said to be the key to victory, but in a pandemic, going to strangers’ doors is frowned upon. 

So, in 2020, campaigns had to adjust their strategy. It took some experimenting, but what seemed at first like a nightmare has become a potential advantage. As political leaders and advocates adjust to the changing landscape of organizing in a pandemic, there are several key tactics that have proven successful.

Zoom Events 

In 2020, Joe Biden’s campaign was quick to pivot to Zoom and relied heavily on virtual events. The campaign held foreign policy discussions, fundraisers, roundtables, and more on the video platform.

At first, there were concerns that a video call would be insufficient in comparison to the rush that in-person gatherings offered. People want to get a glimpse of the candidate or snap a selfie with them. But Biden’s team got creative. The campaign offered smaller group interactions, exclusive sit-downs with experts, and special high-profile guests to perform. This kind of experimentation paid off in the form of big money fundraising. 

Relying on these kinds of personalized events does require more work and planning, but it also means more opportunities to connect with people and raise money. Virtual events are also easier for people to attend – especially if they are farther away. Attending a Zoom event allows people to leave early without a lot of commotion or duck out and come back. More flexibility means more people can be brought into the conversation. 

If you are considering Zoom events, don’t be afraid to try new things. Zoom town halls, question and answer sessions, live performances, featured speakers, and themed discussions are all great options to boost your attendance. You could host a Cinco de Mayo fundraiser where everyone makes their own margarita from home or get a high-profile elected official or figure to kick off the event for the first few minutes to draw people in. The options are endless – just don’t get discouraged. Figure out what works and use it unapologetically. 

Texting Platforms

2020 also marked a big year for texting platforms like Hustle and ThruText. These companies allow people to log-into an app and start contacting voters about a specific candidate. It doesn’t require volunteers to be in the same location – they simply log into the app and connect with the campaign and start typing. During the 2020 election, many people reported logging into the app to text a few numbers on their lunch break. The ease of access contributed to a surge in texting communications leading up to election day. 

While the repeated contact might seem annoying, sending texts is a great and un-intrusive way to contact people - especially in a pandemic. Instead of using texting for GOTV efforts, it can be a great way to introduce your candidate or issue to the voter and then follow up with a call, another text, or a piece of mail. Texting is a great tool to reinforce your messaging and keep nudging voters about an issue leading up to election day. 

Texting is especially good for targeting younger people who are more challenging to reach on a phone, in mail, or on broadcast TV. Depending on your audience, texting can be an especially effective and affordable way to conduct outreach. Read more about the importance of knowing your audience here.

Telephone Town Halls

Much like canvassing, telephone town halls have also been around for some time. They are a great way to reach a large group of people at once. And while texting is a good way to reach young people, telephone town halls are especially good for older adults. 

Typical telephone town halls work like this: the candidate pre-records several messages to be sent out the night before the town hall. The message tells the person on the other end of the phone that the candidate is hosting a town hall the next day and will call them at the same time tomorrow – all they have to do is stay on the phone to participate. This pre-call is helpful to ensure people expect the call and are familiar with it. 

On the day of the telephone town hall, the vendor dials out to thousands of numbers and the call kicks off. Typically, the candidate will do a quick introduction, outline their priorities, and then take questions from people on the line. Participants can push a button to ask a question and be patched directly through to the candidate or expert. The vendor can track how many people participated, when they dropped off, and who asked a question. 

It’s a great way to show voters that you are listening and has been found to be very effective at making people feel like you are working for them. In addition to the pre-recorded call, the candidate also records a message for anyone who didn’t answer or went to voicemail. So, when they hear the message, they hear the candidate saying “Sorry I missed you.” Studies have shown that even just hearing that message makes people feel like the candidate or elected official is working for them. 

Telephone town halls like these can get expensive, but they are an opportunity to speak with several hundred people at once. Furthermore, as we mentioned, even hearing a message or the first few minutes of the call makes people feel like you are serving them. 

If you have the money, telephone town halls can be a good way to show you are rooted in the community. Not only are they good for reaching older adults, but they are also great for reaching people in more rural communities. 

Small In-Person Events

While large public gatherings may not be an option, candidates have started holding smaller gatherings outside where people can congregate socially distanced and talk. These kinds of small, in-person events are often by invitation to ensure the people participating are comfortable with it. If this seems like something people in your community would be interested in, it's another good option.  

Some candidates will create mailers, inviting people to the conversation at a local park. You could hold a series of these events, targeting small groups in different communities several times a week. In addition to sending a personal invitation, you could also call or text to invite them. Much like a telephone town hall, even just offering a public forum for people to come and ask questions shows you are interested in hearing from the community and reflects well in the minds of voters.  

Literature Drops

Knocking and talking to people at their doorstep might be out of the question, but you can drop off literature at their door. Some candidates have started tailoring their mail to acknowledge this fact. The mail piece mentions that they want to respect the health and safety of residents while still providing details about their priorities. The literature could even include an invitation or details about a virtual event or gathering. It provides a great reason to follow up via text or phone call to see if they received the literature or if they can RSVP to the event.  

Conclusion 

All the tactics outlined here work well and they work even better when coordinated and used together strategically. Using a literature drop paired with calls and texts is a great way to fill the gaps in contact that you lost by not being able to canvas. Zoom calls or telephone town halls are great tools to tailor your message, show people you are working for their vote, and raise money. Find the best tools that work for your region and your target audience and don’t be afraid to get creative. Just as we continue to adjust to the ongoing pandemic challenges, your organizing strategy will adjust, too. The tactics outlined here are all great ways to connect with voters safely and effectively – even from a distance.