On Monday 5th September, we held our first ever evening event in Dublin’s lovely Liquor Rooms – two short talks from visiting digital experts, and a panel discussion that brought in local campaigners. Our visiting experts were Amelia Showalter, former Director of Digital Analytics with the Obama campaign and current consultant; and Glyn Thomas, UK-based digital non-profit consultant. We were very lucky to be joined by journalist and documentarian Colin Murphy, political strategist and journalist Noel Whelan, and activist and founder of Uplift Siobhan O’Donoghue.
It was a fantastic evening with great insights shared by the campaigners, and great questions from a very engaged audience. See below for some highlights!
Our hashtag tonight is #DigitalDemocracy. Follow our panel @ameliashowalter @glynmthomas @noelwhelan @siobhwithafada & @colinmurphyinfo
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Amelia Showalter on Digital Lessons from the Obama Campaign
.@ameliashowalter kicking us off now – data and politics #digitaldemocracy pic.twitter.com/5XmP1SOIej
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
.@ameliashowalter talks about her journey from maths fan to politics fan to the Obama campaign #digitaldemocracy pic.twitter.com/mTwSsrltOc
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Lighting means I had to choose between pic of @ameliashowalter hugging @POTUS & clear stage shot. #DigitalDemocracy pic.twitter.com/YAysZTWkkK
— Teresa Murray (@AveTeresa) September 5, 2016
Experiments are powerful – are you A/B testing your campaigns? Emails, webpages, ads – you can improve them by testing #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
18 different versions of each email tested on Obama 2012 campaign – @ameliashowalter #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
You can test footers, personalised content, subject lines, donation calls…Every element! And that's just in your emails! #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
What would a lift of 5% in online donations mean to you? Testing improves results. Great insights by @ameliashowalter #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
A personalised subject line doubled success of email for the Obama campaign donations #digitaldemocracy
— Helen McCormack (@HelenMcCormack) September 5, 2016
Best practises don't stay best practises forever #DigitalDemocracy
— Helen McCormack (@HelenMcCormack) September 5, 2016
Best way to be irresistible is to be different. Switch it up & test test test. #digitaltakeaway #DigitalDemocracy pic.twitter.com/wCRxhL9NMq
— Babs Guthrie (@Babalynne) September 5, 2016
Testing led them to increase number of email asks, which was counterintuitive – but testing said it would work & it did! #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
Careful use of language encouraged people to build a relationship with the campaign & donate again @ameliashowalter #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
.@ameliahowison from #obamacampaign a/b-ed 18 versions of 1 email. Imagine all the lovely analytics @l1ttle_s1mon pic.twitter.com/MLILXUn7Fd
— Babs Guthrie (@Babalynne) September 5, 2016
Testing showed the Obama campaign that ugly emails worked better than pretty ones @ameliashowalter #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Even experts can't reliably predict the most effective messages. A culture of testing will improve your campaigns #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
2 Learnings: You don't need an Obama level campaign list size – we can all A/B test. Keep testing – things can change. #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
If you enjoyed Amelia's talk, you can follow her @ameliashowalter and check out https://t.co/5g2cm0JRww #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Glyn Thomas on Lessons from Brexit & the Remain Campaign
Learnings from Brexit – @glynmthomas is taking our stage. #DigitalDemocracy pic.twitter.com/BwmYR18jxx
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Brexit learning 1: Don't assume you've already won. Keep working, involve your volunteers and engage with your advocates #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
We should thank the Brexit Remain campaign for showing campaigns how NOT to do it @glynmthomas #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Brexit learning 2: Clearly and emotionally communicate. Why should people get excited about your campaign? #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Brexit learning 3: Be more than the sum of your parts – work effectively in coalition. #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Brexit learning 4: Adapt your strategy to the situation. What may have worked in previous campaigns may not work again #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Brexit learning 5: Use digital tools effectively. Strong and relatable messaging: what can people connect and engage with? #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Sad times as we consider the remain campaign as a blueprint of how not to do #DigitalDemocracy pic.twitter.com/TLfDTwdCK2
— Babs Guthrie (@Babalynne) September 5, 2016
"One clear message is all you need in any campaign"…"mixed messages are confusing "! #lessonsfrombrexit #DigitalDemocracy
— Niamh Clowry (@neevy101) September 5, 2016
Yes! First Past The Post being identified for UK people not expecting their #Brexit vote to count! #DigitalDemocracy pic.twitter.com/3w3M2kz9IU
— Teresa Murray (@AveTeresa) September 5, 2016
You can follow Glynn @glynmthomas and check out his site https://t.co/QQWyV5FPH7 – thanks for a great talk! #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Panel Discussion
Emotional connections and engagement with your audience is what our panel identifies as the success of political campaigns #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Frame your messages as stories. People will relate, donations and volunteering should pick up says @glynmthomas #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
An interesting introduction for @noelwhelan tonight…"on the far right is Noel Whelan"…position of the seat only! #DigitalDemocracy
— Niamh Clowry (@neevy101) September 5, 2016
The conversation turned to the ‘post-fact’ world that we live in now, with particular focus on the Leave campaign during Brexit, and Donald Trump.
The lies are good storytelling. Need to be addressed with Truthful Storytelling, not stats. @glynmthomas #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
Trump attracts the disenfranchised, and he's not afraid to lie to them, says @siobhwithafada – sounds like #Brexit Leave! #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
With Trump, TV works for him. Even uses digital (social media) to generate TV coverage rather than as we'd normally use it #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
And of course Good Storytelling should be at the heart of digital. #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
"People make decisions based on how they feel.We are emotional people". #DigitalDemocracy
— Niamh Clowry (@neevy101) September 5, 2016
Amazing point from @siobhwithafada 'people make decisions on an emotional level….logic doesn't always come into it' #DigitalDemocracy
— Ais Redmond (@Ais_redmondc) September 5, 2016
Panelist Noel Whelan shared a book recommendation – “Enough Said – What’s Gone Wrong with the Language of Politics?” by Mark Thompson, on political speech and rhetoric today. Read a review in The Guardian.
"Yes we can" is not a rational statement. It's hope. It's plays to personal experiences and emotions. @noelwhelan #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Campaigners have to talk to multiple audiences now – the committed & the undecided – @noelwhelan #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
No point in making an argument unless you have a sense of the context in which your audience are hearing it #DigitalDemocracy
— Helen McCormack (@HelenMcCormack) September 5, 2016
You just must come to next @IrishCharityLab event yourselves cos deep discussion doesn't lend self to 140char reductions 🙂#DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
Broadcaster that feels must "balance" statements of fact with *opinions* of other side is not actually serving balance. #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
Great point about journalism falling too much into the content remarketing trap rather than presenting balanced research. #DigitalDemocracy
— Babs Guthrie (@Babalynne) September 5, 2016
Noel Whelan: when Trump says he’s going to build a wall, his supporters know it isn’t literally a wall. It’s a symbol.
It's not about building an actual wall but telling the story of being tougher than everyone else. #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
'fear is such a powerful emotion..people who support trump are afraid of losing their leg up' #DigitalDemocracy
— Ais Redmond (@Ais_redmondc) September 5, 2016
Once "spend" clearly won votes & that made politicians beholden to funders, Trump was inevitable as can state NOT beholden #DigitalDemocracy
— Teresa Murray (@AveTeresa) September 5, 2016
The panel discussed campaigns they personally worked on and campaigns that they admire:
.@glynmthomas highlighting the amazing Rosia Montana campaign in Romania – well worth checking out #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Rosia Montana campaign creatively framed their campaign in a positive way #DigitalDemocracy @glynmthomas
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
.@noelwhelan on the brilliant #marref campaign – won over older males by reminding them of anti-Irish prejudice #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
"no Irish need apply" helped move older men vote #YesEquality: clearly told story of discrimination #empathy #DigitalDemocracy @noelwhelan
— Teresa Murray (@AveTeresa) September 5, 2016
Storytelling won the #MarRef campaign. Story of the Muslim soldier's family derailed Trump for a week – @noelwhelan #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
The panel discussed the value of online communications and acquisition. Can we convince people online or is it a waste of time to try?
Great question from @moranjustin – is the strength of digital comms getting people to complete offline actions? #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Cut through the digital bubble endemic of online environment with strong campaign tools for grass roots campaigners. pic.twitter.com/zYT3XClmRl
— Babs Guthrie (@Babalynne) September 5, 2016
Social media is all important to help campaigners connect but not so great as a recruiting ground. #DigitalDemocracy pic.twitter.com/VmlDHUIUMI
— Babs Guthrie (@Babalynne) September 5, 2016
Social media #marref audience were mostly already Yes – campaign gave them the tools to influence others – @noelwhelan #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Everyone wants to be part of making a difference. We need to give them the opportunity @siobhwithafada @UpliftIRL tells us #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
"Dig deeply for peoples better selves". This I like a lot. I could listen to @noelwhelan speak sense for hours.#DigitalDemocracy
— Niamh Clowry (@neevy101) September 5, 2016
Power of personal stories cut through everything says @noelwhelan of marriage ref #digitaldemocracy
— Helen McCormack (@HelenMcCormack) September 5, 2016
@noelwhelan 'the power of personal stories cuts through all the noise' -stories from yes campaign #DigitalDemocracy #peoplepower
— Ais Redmond (@Ais_redmondc) September 5, 2016
Texting and peer to peer interactions are the next big things in US campaigning @ameliashowalter tells us #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
You have to give people easy ways to get started, like liking a Facebook page – @glynmthomas #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Enjoyed Noel on our panel tonight? Follow him @noelwhelan and check out https://t.co/YUgLJ1cJk4 #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Keep in mind that social media is through 3rd parties and you don't hold the data – @glynmthomas #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
'We know you voted' peer to peer interactions are key to #DigitalDemocracy pic.twitter.com/aEzEomajsl
— Babs Guthrie (@Babalynne) September 5, 2016
Keep in touch with our panelist Siobhan @siobhwithafada and check out https://t.co/3BQHE7pCQs #digitaldemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Sometimes barrier to entry with social is too low – email signup is more meaningful – @ameliashowalter #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
@glynmthomas 'social media is a means to an end rather than an end in itself' #digitaldemocracy #socialmedia
— Ais Redmond (@Ais_redmondc) September 5, 2016
"At 33, I'm an old person in this election!" – @ameliashowalter on the US election #DigitalDemocracy
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Social media moves people along that journey but is an echo chamber without longer term real world impact #digitaldemocracy
— Helen McCormack (@HelenMcCormack) September 5, 2016
Some of the attendees’ feedback on the evening:
Highly recommend following @glynmthomas and @ameliashowalter after @IrishCharityLab #DigitalDemocracy event. Really great insights.
— Justin Moran (@moranjustin) September 5, 2016
Kudos to @IrishCharityLab for a wonderful event tonight #DigitalDemocracy if you haven't gone to their events & training you should!!!
— Niamh Clowry (@neevy101) September 5, 2016
https://twitter.com/Babalynne/status/772886793091944450
https://twitter.com/clairepower/status/772882886991183872
Great event @IrishCharityLab – lots of ideas for @SightsaversIE campaigning, from both Irish & International organising! #DigitalDemocracy
— Eilidh (@eilidhmac) September 5, 2016
Thanks @IrishCharityLab for a stimulating evening – great panel of speakers giving political, media & campaign insights #DigitalDemocracy
— Mark O'Doherty (@MarkODoherty66) September 5, 2016
https://twitter.com/neevy101/status/772884907890728960
Special thanks to:
Our friends at Care2 for sponsoring the evening and generously providing a free drink for each attendee.
Big thanks to @Care2 for supporting our #DigitalDemocracy event – contact @JoanneWarner to talk about working with Care2's community
— DigitalCharityLab (@DigiCharityLab) September 5, 2016
Thanks to everyone who tweeted, particularly @aveteresa, @HelenMcCormack, @babalynne, and @neevy101 who wrote lots of great tweets and all of whom you should definitely follow. And extra particular thanks to EvTheWolf who looked after the Digital Charity Lab account on the evening.