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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.
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!
Happy New Year,
Matt Shinners
https://home.forwardparty.com/
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