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Viewing volunteers as part-time political marketers

Academic Literature

Lees-Marshment, Jennifer (2011). The Political Marketing Game. Houndmills and New York: Palgrave Macmillan Chapter 4 Marketing the Party

Lees-Marshment, Jennifer (2013). ‘Political marketing and governance: moving towards the political partnership model of organisation’. In Emmanuelle Avril and Christine Zumello (eds) New Technology, Organisational Change and Governance. United Kingdom: Palgrave Macmillan, 218–34.

Lees-Marshment, Jennifer and Robin Pettitt (2014). ‘Mobilising volunteer activists in political parties: the view from central office’. Contemporary Politics.

Spiller, Lisa and Jeff Bergner (2014). ‘Database political marketing in campaigning and government’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.

Stromer-Galley, Jennifer. (2014). Presidential campaigning in the Internet age. New York: Oxford University Press. – chapters 5. ‘2008: Networked Campaigning and Controlled Interactivity’ and 6. ‘2012: Data-Driven Networked Campaigning’ 

Ubertaccio, Peter N. (2012). ‘Political parties and direct marketing: connecting voters and candidates more effectively'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 177–89.

Van Aelst, Peter, Joop van Holsteyn and Ruud Koole (2012). ‘Party members as part-time marketers: using relationship marketing to demonstrate the importance of rank-and-file party members in election campaigns'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 151–63.


US 2016 Presidential election

Donald Trump phone bank in CA [2m]

Close Election Inspires Clinton's Phone Bank to Generate More Calls in Florida, September 2016

US 2012 presidential election Obama campaign

Call to volunteers to help with GOTV First Colorado get out the vote Obama campaign October 2012

Are you in? Video to volunteers for the Obama 2012 campaign

2012 Presidential Election: Volunteer for Barack Obama's Campaign -

Women for Obama Launch House Party - Shows how internal volunteer stuff helps build votes/support

Young Americans are Greater Together -  

US campaign discussions with volunteers about strategy

2016 - Campaign Strategy Update | State of the Race with Robby Mook | Hillary Clinton - directed at volunteers - October 2015

2012 - 

2008 - "David Plouffe on Our Strategy" 6:34


Obama Government 2008-2012

"The Future of the Grassroots Movement" 6:34 "Barack Obama Listening Tours" 6:34

2007/8 Clinton democratic nomination campaign

"Volunteering for Hillary in Pennsylvania" 0:40

"Meeting the One Millionth Supporter" 5:15

"Rob Reiner: Action!" 5:28


The Cost of FreePolitical Trade Secrets (August 2015) – Article from campaign consultant Sean Bartley on the benefits and costs of using volunteers.

Obama/US Democratic party & government

Organising for America

Year One report on OFA Ari Melber, "Year One of Organizing for America: The Permanent Field Campaign in a Digital Age," techPresident Special Report (Jan. 2010)

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