This week, we're releasing a simple feature that adds a new data-driven targeting tool to Voter Gravity and makes it easier than ever to integrate all of your campaign's contacts in one place.
Tags have always been a staple of how Voter Gravity lets campaigns add data to voters so they can go back and segment audiences based on what they've learned about a voter via canvassing, phone calls, or even via Facebook friends.
Now, campaigns can add tags to contacts, making it easy to segment key audiences by online action.
Why is this important? Who cares?
Let's say Gary is running for Congress and his digital team has online ads encouraging people to sign a petition to take action on immigration.
When a person fills out that petition, their info is added as a Contact in Voter Gravity (via our integration with Zapier). Gary's campaign can then easily match that contact to the voter file. If there's a match, what started as a simple web signup is now a full profile of that voter.
This is what campaigns can do today in Voter Gravity, and it's been a great way for campaigns to integrate data from different sources with the core voter file. But what if a campaign wanted to go back and contact just those voters who signed the immigration petition?
With Contact Tags, when Gary's campaign sets up Zapier to sync their online petition signups with Voter Gravity, they can add a unique tag, such as "webform-immigration_petition-July_2014". That's obviously quite a tag, but it uniquely tells anyone in the future that this contact filled out immigration petition web form in a campaign run in July 2014.
Let's say immigration suddenly becomes a major campaign issue in September and Gary's team decides to host a town hall on the issue in the district. Thanks to smart tagging and an integrated campaign effort, they can quickly pull a list of every likely supporter in the district who filled out that online petition and invite them to the town hall. They could also segment just those contacts who are prior donors and filled out the petition and send them an issue-specific fundraising email.
Because of his integrated campaign approach -- using online activity to drive offline action -- Gary wins the election and goes to Congress. Months later when Congress debates major immigration legislation, Gary's campaign team can reach out to their supporters who have expressed interest in the issue and encourage them to get active in the debate.
The possibilities are endless for innovative, integrated, data-driven campaigns. How could you use contact tags to learn more about your target voters, and engage them to take action with messages targeted to their specific interests?
Let's have that conversation. Contact us for a live demo today: www.votergravity.com/demo.