One aim is to organize content-sharing between supporters and their friends on digital platforms, including TikTok and WhatsApp, where political advertising is not allowed.
The new plans, which build upon lessons from the 2020 campaign, are just one part of an expansive research effort funded by the Democratic National Committee to prepare for Biden’s expected campaign launch next year. Top advisers have been testing ways to reactivate volunteers and donors, and they completed a review this summer of the shifts in how voters consumed political information over the last two years.
The early conversations have involved O’Malley Dillon, Dunn, the White House director of digital strategy Rob Flaherty, DNC executive director Sam Cornale and Jose Nunez, the national party’s organizing director. A number of outside consultants have also been involved, including Addisu Demissie, who ran Sen.
Democrats are also focused on finding ways to encourage supporters to take part in private online communities — whether it is Facebook groups or Fantasy Football text message chains — to reach voters, including many younger voters who don’t consume much traditional news coverage. Other ideas have revolved around building new online communities around particular political interests, a practice that has become common in larger campaigns in recent years.
Another model was used in the Georgia Senate race runoff, where Rally was deployed by an independent expenditure group as a tool to activate communities that are more disinterested in voting. The group hired 1,481 “community ambassadors” who were paid $200 to spend about five hours contacting their friends who were identified by the voting file to encourage them to vote, according to people involved in the effort. More than 67,000 voters were contacted to support Sen. Raphael G.
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