Campaign Corner: What should I measure?

The Campaign Corner series looks to give three tips about commonly asked campaign issues. Do get in touch if you have any questions you would like to suggest.

Today’s Campaign Corner question: I work in marketing for the day job, where measuring impact and altering our plans as a result is the norm. In the evenings when I become a Lib Dem campaigner however, measuring seems to go out the window and we just do what we always did. Surely we can do better than that?

A very good question! The short answer is ‘yes’. I’ve talked before about some of the online numbers that should be tracked (The two crucial email numbers I didn’t mention), so here are three offline figures:

  1. LetterboxDelivery network coverage: what percentage of your ward is covered by local helpers, excluding your key activists? A good delivery network (complete with good delivery slips) is vital for getting our messages out all year round. A genuinely local network which does not rely on one or two super-activists doing masses on their own is also much more sustainable. It can cope with events such as one of them falling ill, becoming a councillor or getting a new, busy job.
  2. Canvass data: the sibling figure is how many residents do you have voting intention data for? It is a particularly useful number to track as people often neglect canvassing relative to other campaigning activities.
  3. Money raised: having a good broad base of fundraising makes the local campaign finances much more robust than if you are reliant on just a few key activists stumping up the cash at election time. It also makes for a healthier party with stronger local roots – and there is always something more you can sensibly spend money on.
The usual caution about performance statistics applies: numbers do not capture everything and there is a risk that focusing on a small set of numbers distorts your behaviour. However, it would be an extremely strange set of circumstances in which you have a good delivery network, plenty of canvass data and a regular flow of funds coming in and the organisation wasn’t in a good state overall, especially as some of them can only come good if you are getting other things right. For example, choosing the right local campaigns is important, but if you aren’t doing that, you won’t be generating the local support and goodwill necessary for a good delivery network to be achievable.

Got any other tips? Please do share them in the comment thread below.

Want to know more about local campaigning? Campaigning In Your Community by myself and Shaun Roberts should be right up your street. It’s available for only £4 from ALDC and you can read an extract for free here.

Previous Campaign Corners have included:

* Mark Pack has written 101 Ways To Win An Election and produces a monthly newsletter about the Liberal Democrats.

Read more by or more about .
This entry was posted in Campaign Corner.
Bookmark the web address for this page or use the short url http://ldv.org.uk/27172 for Twitter and emails.

3 Comments

  • How many votes you get is also a measure of impact.

Post a Comment

Lib Dem Voice welcomes comments from everyone but we ask you to be polite, to be on topic and to be who you say you are. You can read our comments policy in full here. Please respect it and all readers of the site.

If you are a member of the party, you can have the Lib Dem Logo appear next to your comments to show this. You must be registered for our forum and can then login on this public site with the same username and password.

Your email is never published. Required fields are marked *

*
*
Please complete the name of this site, Liberal Democrat ...?




Recent Comments

  • User AvatarRichard Dean 24th Apr - 6:41pm
    My first impression was of some kind of immigration plan, possibly bordering on the German one in the 1930's and early 1940's or the Powellite...
  • User AvatarCaracatus 24th Apr - 6:35pm
    Thank you Jeremy - it is very refreshing to have a MP actually come back and respond to comments on an article they have written....
  • User AvatarAmalric 24th Apr - 6:35pm
    This is an interesting idea but I hadn’t really thought of the Liberal government of 1906-1915 as one working under the banner of national efficiency...
  • User AvatarRichard Dean 24th Apr - 6:33pm
    I would have thought that "efficiency" cannot possibly be acceptable as a primary LibDem goal. Nor even a secondary one. It's just too reminiscent of...
  • User AvatarDavid Allen 24th Apr - 6:29pm
    “I haven’t read the book but…” I'll plead guilty in advance to entering the debate on that basis. What I have read is the title....
  • User AvatarWill Mann 24th Apr - 6:27pm
    @Sal Brinton I appreciate there are some high-minded principles involved - but to the outside world, and particularly the women in the outside world, the...