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Brian Elliot: Four Lessons from New York on Engaging Straight Supporters
David Mixner • Aug 30, 2011
The central tool of our campaign was the Friend-setter page, a personalized click-to-call tool that lobbed over 8,000 supportive calls into Albany. These pages worked much like an all too familiar marathon fundraising page but, instead of raising money, these pages raised political actions. Anyone could set up a Friend-setter page for free, set a goal for how many friends of theirs they wanted to make a call through their page, and then publicize the page through social media. Every time a friend made a call from my Friend-setter page, I got notified, my "call goal thermometer" increased by one, and my friend's name appeared publically on my page. The cost of these incremental calls from friends was negligible once we'd built the tool, but the action yield was huge: Each active Friend-setter got ten friends to call on average. In essence, these pages had a 10x "Friendfactor" of action amplification. Tools like the Friend-setter page can work alongside traditional campaigns to widen the reach beyond the usual suspects to their whole social networks.
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