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.

Audio-Visual

US 2016 Presidential election

Donald Trump phone bank in CA [2m] http://sanfrancisco.cbslocal.com/video/category/news/3572567-trump-supporters-work-phones-at-santa-clara-call-center/

Close Election Inspires Clinton's Phone Bank to Generate More Calls in Florida, September 2016 https://www.youtube.com/watch?v=5VNZbzOaUb4

US 2012 presidential election Obama campaign

Call to volunteers to help with GOTV First lady...help Colorado get out the vote Obama campaign October 2012 http://www.youtube.com/watch?v=MqDp3hOrLUM

Are you in? Video to volunteers for the Obama 2012 campaign http://www.barackobama.com/are-you-in?source=20110404_bo_em&keycode=8a9fa8f9b8ebea495f72b64bcbeac53054fa42326f2ce8fe1cbfc72ccd3a8e36&email=nancyscola%40gmail.com&zip=11201

2012 Presidential Election: Volunteer for Barack Obama's Campaign - http://www.youtube.com/watch?v=-MwyErsB6Oo

Women for Obama Launch House Party - Shows how internal volunteer stuff helps build votes/support http://www.youtube.com/watch?NR=1&feature=endscreen&v=xQI1Ay36J7w

Young Americans are Greater Together - http://www.youtube.com/watch?v=RQIMRF6mruI&feature=relmfu  

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 https://www.youtube.com/watch?v=6SuSUWprwzQ

2012 - http://www.youtube.com/watch?v=PH0fiMGvW2k 

2008 - "David Plouffe on Our Strategy" 6:34 http://www.youtube.com/watch?v=a6bp0B61rNk&feature=channell

 

Obama Government 2008-2012

"The Future of the Grassroots Movement" 6:34 http://www.youtube.com/watch?v=RRl8Hd2lyOA&feature=channel "Barack Obama Listening Tours" 6:34 http://my.barackobama.com/page/content/listeningtour

2007/8 Clinton democratic nomination campaign

"Volunteering for Hillary in Pennsylvania" 0:40 http://www.youtube.com/watch?v=UHcjBtvNTIM

"Meeting the One Millionth Supporter" 5:15 http://www.youtube.com/watch?v=95KERvtZPm4&feature=channel

"Rob Reiner: Action!" 5:28  http://www.youtube.com/watch?v=c_8O4lOjpuI

Websites

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 http://www.facebook.com/pages/Organizing-For-America/123866495693

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) www.techpresident.com/ofayear1http://techpresident.com/files/report_Year_One_of_Organizing_for_America_Melber.pdf

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