John --
Matt here again.
This is the last time you’ll hear from me in this series, I swear!
While I don’t lead on our digital work, I do coordinate a few of our contractors and vendors with our in house team, so I’m in the best position to walk through our debrief.
What Went Well
In 2024, we leaned into a significant paid digital strategy for the first time since ‘22. Even back then, the scope was much smaller than what we did this cycle.
The video content drove a lot of engagement, and our texting campaigns went well. We were able to talk about Forward values and candidates to hundreds of thousands of voters.
Our video creation and approval process was very streamlined, and we found out how to quickly generate content with our most visible principles fast enough to respond to what we were seeing people react to.
Lessons Learned
We did learn, however, that there’s only so far we can go in boosting supported candidates. We need to do a lot of work to get our name out there, as name recognition for Forward is still pretty low.
So, next year, we plan to test out messaging, channels, and messengers to see who we should target, with what message, and from what messenger. In doing so, we can develop target audiences and then lean into recruiting them to Forward as our next step.
These are our thoughts from 2024, but we want to hear from you! Please head to this link and fill out your thoughts on lessons learned, the direction the party should head in, and projects we should tackle! We will read them all, and we will highlight our top 10, along with the people who submitted them, in early January as our New Years Resolutions. <[link removed]>
2025 Projects
- Engage in an awareness and acquisition campaign
- Find ways to expand our reach (e.g. Mobilize) and create “triggers” for investment in them
If you're still feeling the season of giving, consider donating to Forward this season!
<[link removed]>Chip In $25 Today! <[link removed]>
Happy New Year,
Matt Shinners
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Forward Party - 1701 Rhode Island Ave NW, Washington, DC 20036, United States
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