It's My Party, Too!
The cornerstone of the It's My Party, Too online campaign was a website built to deliver dynamic content and personalized, interactive communications to help elect moderate Republican candidates. Moderate Republican voters, the target audience, were historically hesitant to take action or give money to battle against their "extremist" counterparts within the Party. The website and communications program was designed specifically to change that behavior.
A key element of the campaign required robust integration and analysis of audience performance behavior to determine the depth of their issue affinity and willingness to take action. We presented custom content and action opportunities to accommodate the distinctions with the larger audience.
Specifically, we evaluated responses from potential online donors who received various fundraising messages delivered via email. The analysis revealed that provocative messages specifically rejecting the policies or actions of "activist Republican Party elites" delivered significantly higher results compared to the messages that only promoted the moderate Republican agenda of the It’s My Party, Too! organization.
As a result, the campaign adopted a fundraising methodology and tone that led to a tenfold increase in monthly donations (average monthly donation = $1,328 before; average monthly donation = $12,682 after). Additionally, the average donation per donor nearly tripled (average donation per donor = $78 before; average donation per donor = $203 after). We tailored the content presentation with a simple, yet elegant, information architecture that included usability awareness structured to the nuances of a political activist base, such as larger type, big navigation controls, and chunky graphics. We leveraged the simplicity of a streamlined web design without losing content value.
Featured Project
2006
DC Olympic Committee
GRE seized the coming of the 2006 winter Olympics to demonstrate the power of combining creativity and technology.
To advocate for voting rights for the District of Columbia, GRE drew comparison to other U.S. territories such as Puerto Rico and Guam who have their own Olympic teams, and established a DC Olympic Curling Team to make a bid for participation in the quirky sport at the Games in Turin, Italy.
