LINCOLN CLUB OF NORTHERN CALIFORNIA

FourTier was brought in to redesign and build-out the Lincoln Club of Northern California's NationBuilder website. Our challenge was to provide the Lincoln Club with the full digital toolkit available through NationBuilder while designing a site that visually reflects the institution's rich history.

We chose as the main color palette, a traditional burgundy, and gray. We also chose an older font style, EB Garamond for the main navigation buttons and Helvetica for the body font.

We recreated their existing logo and broke it into three separate vectors so we could animate it on page load. We redesigned the banner to a hero image and added a modal sign up/sign in portal. We customized the Featured Content Slider to allow the client to add additional text via the native NationBuilder content editor. The original site was very text-heavy. We decided to make the entry points to site content image based.

CONCLUSION

We were delighted to be asked to work on a site for an organization that supports Republican candidates in the challenging environment of California politics. We built a site that fits their needs, promotes their efforts and goals and gives them the tools to be successful in the 21st century and in modern campaigns.

 

Interested in working together? Let's talk.



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Interested in working with our team? Let's talk.


MATT LYNCH FOR CONGRESS

CUSTOM SIDE NAVIGATION BAR

We removed the standard NationBuilder side navigation bar and created a custom one which includes a Facebook sign in, Supporter Profile Checklist and a what we call the Donation Center. The Supporter Checklist uses Liquid Programming to query the database to determine which actions a visitor has taken and updates the checklist as additional actions are taken.

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The Donation Center also uses liquid to query the database regarding the visitors last donation date, average and total donation amounts and then delivers different messages and "asks" depending on those results.

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DIGITAL INFRASTRUCTURE FOR ORGANIZING

Having an attractive, engaging website is important. Having a digital infrastructure designed to optimize and track engagement with supporters wherever they are is absolutely vital. Every interaction with supporters is a data point whether it's a Facebook Like, Retweet, email, phone call, or door knock. 

Utilizing NationBuilder's community organizing system, the campaign is able to learn about people when they engage with the campaign and that gives them the opportunity to deepen and personalize that engagement. Here a few real-life examples.

Despite months of outreach, the Lynch campaign only had 112 people signed up to volunteer. Using Accurate Append, we were able to add and/or verify the phone numbers for 88% of our target voters. We the used NationBuilder's filter functionality to identify anyone who had interacted with the campaign, such as donated, pledged to vote, endorsed, etc., but had not volunteered. We were able to identify people who liked the campaign's Facebook page or followed its Twitter account. All-in-all we identified 1200 potential volunteers. We created and assigned call lists to volunteers at a phone bank. After the first day, the campaign more than tripled it volunteer force and 30 days later the campaign has over 700 volunteers.

Because we can filter donors by donation date and amount, and even by what Facebook posts they have liked, the campaign is able to tailor its donation asks to specific targeted audiences. This allowed the campaign to exceed their fundraising goals for 2015, raising $20.57 per emailable supporter with an average donation of $257.09.

Of course raising money is important but so is using first class digital organizing to make sure the campaign is spending it and conducting its field operations as efficiently as possible. Because the campaign is able to track potential voters by support level from a variety of sources, the campaign has saved thousands of dollars and countless volunteer hours by not mailing, calling or canvassing decided voters.

STRATEGIC MEDIA

We recognized early on that the campaign would not have the financial resources to purchase enough TV or radio broadcast advertising to cut through the clutter. This was especially true in a Presidential primary election year. Based on our recommendation, the campaign committed 100% of its media budget to digital. 

We knew the campaign needed to target its digital media as precisely as possible. Again, using Accurate Append via NationBuilder, we purchased the email addresses of our target voters matching 61%. We then used that email list to create a Facebook Custom Audience of 47,000 likely GOP voters. We also used the email list and the voter file to IP address match nearly 75% of our target voters.

Since we started advertising in September, Matt's name ID has more than tripled and he has cut the incumbent's 30 point lead to single digits.

CONCLUSION 

Taking on a well-funded, incumbent Congressman is never easy. The Lynch campaign knew it would be greatly outspent. They invested early in their digital infrastructure to help level the playing field. By optimizing the NationBuilder toolkit, we have helped them identify their target voters (and the most cost-effective methods of reaching them), exceed both their fundraising and volunteer recruitment goals and position them for an upset primary election win.   

Interested in working with our team? Let's talk.

 


JD WINTEREGG FOR CONGRESS

We used animate.css and staggered the transition delays and duration to the logo elements to create an animated build on load. Over the first 30 days, we used Optimizely and HeatMaps to alternate delivery of the animated logo with a static version and tracked hovers, clicks, and email signups. The animated version performed measurably better on CTR and email sign ups.

The modal signup form uses Liquid Programming to determine if a returning visitor has an email address in the database. If they do, the site greets them by name and displays social sharing prompts rather than the email sign up form. If the visitor is a volunteer, that button and changes to Recruit Friends.

The top navigation bar sticks at the top of the viewport and adds a bottom border when a user scrolls down to view addition client.

CUSTOM SIDE NAVIGATION BAR

We removed the standard NationBuilder side navigation bar and created a custom one which includes a Supporter Profile Checklist and a what we call the Donation Center.

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The Supporter Checklist uses Liquid Programming to query the database to determine which actions a visitor has taken and updates the checklist as additional actions are taken.

The Donation Center also uses liquid to query the database regarding the visitors last donation date, average and total donation amounts and then delivers different messages and "asks" depending on those results.

DIGITAL INFRASTRUCTURE FOR ORGANIZING

Having an attractive, engaging website is important. Having a digital infrastructure designed to optimize and track engagement with supporters wherever they are is absolutely vital. Every interaction with supporters is a data point whether it's a Facebook Like, Retweet, email, phone call, or door knock. 

Utilizing NationBuilder's community organizing system, the campaign is able to learn about people when they engage with the campaign and that gives them the opportunity to deepen and personalize that engagement. Here a few real-life examples.

Because we can filter donors by donation date and amount, and even by what Facebook posts they have liked, the campaign is able to tailor its donation asks to specific targeted audiences. This allowed the campaign to raise $36.67 per emailable supporter with an average donation of $105.22.

Of course raising money is important but so is using first class digital organizing to make sure the campaign is spending it and conducting its field operations as efficiently as possible. Because the campaign is able to track potential voters by support level from a variety of sources, the campaign has saved thousands of dollars and countless volunteer hours by not mailing, calling or canvassing decided voters.

SOCIAL MEDIA

Since starting to work with the Winteregg campaign, we have helped them grow their Twitter account to nearly 4,000 followers and Facebook fans to nearly 4,500. More important than gross numbers is the level of engagement. We organized a rapid response team to comment on news articles and blog posts, like and share Facebook posts and favoriting and retweeting the campaign's Twitter account. 

Even before they formed the company, our founding partners, John LaRosa and Brad Marston have been involved in conservative politics for years and have cultivated relationships with reporters, bloggers and influential political operatives. We also used NationBuilder's database search function to identify the campaign's most engaged supporters as well as Twitter followers so the campaign could reach out to these people. The results are that Facebook posts are actively shared and typically reach 5000+ people without paying for boosts. The campaign's Twitter account consistently ranks in the 98th percentile for Retweets.

CONCLUSION 

It has been a great partnership between FourTier Strategies and JD and his team. By investing early in digital infrastructure, the Winteregg campaign was able to both leverage and deepen support and engagement as the campaign grew. We capture every interaction and record it as a data point and use that information to inform and refine the campaign's messaging, communications and field operations in virtually real time.

 

Interested in working with our team? Let's talk.


GOH CONSERVATIVE PAC

We used a partial template to pull videos of Louie's frequent media appearances to the homepage. Using a partial template allows GOH Conservative PAC to easily update the videos without having to deal with embed codes or HTML.

We also used partial templates to pull content from the Leaderboard page to acknowledge the help of GOH Conservative PAC supporters and encourage others to get involved. We also added Facebook and Twitter sharing prompts which pull the Facebook page excerpt and default Tweet text from the three latest blog posts.

PERSONAL CONTROL PANEL

As mentioned above, we knew we had to encourage supporters to spread the word about the PAC. We created a custom page type where the user can set a fundraising goal and the client can set volunteer and supporter recruitment goals. Progress bars track the user's progress towards these goals. 

The page also pulls in the monthly leaderboards for each of those goals. Of course, any trackable goal could be substituted in the leaderboards. This allows users to see how their efforts compare with other supporters. 

The page also displays the total political/social capital the user has earned and an activity stream which shows them their most recent actions and the associated capital earned for each action. Finally, it lists all of the people that user has recruited and whether they are Supporters, Volunteers and/or Donors. If those team members have Facebook or Twitter information, links to their profiles are automatically included.

All of this serves to turn supporters into insiders and adds to their motivation to help build the organization. It also fosters lateral communication between supporters.

FRONT PAGED SOCIAL SHARING PROMPTS

We wanted to make it as easy as possible for visitors and supporters to spread the word about Louie's PAC and what he is up to in supporting conservative candidates for Congress. We created a custom partial template that pulls the Facebook and Twitter posts from the last 3 blog posts that contain a certain tag. That way they can control which posts get pushed to the homepage. 

CONCLUSION

Since launching the new site and revamping the PAC's social media strategy, they have attracted hundreds of new donors (many of them monthly), hundreds of recruiters and online fundraisers, and thousands of supporters.  

 

Interested in working with our team? Let's talk.


COVENANT SHELTER