Taxpayers for Safer Neighborhoods

Taxpayers for Safer Neighborhoods was a website designed for a Political Action Committee in Los Angeles. It’s purpose was to highlight local public leaders running on platforms of making California Neighborhoods safer. They also supported candidates who ran on platforms of better education for our children. They believed these two things led directly to more economically viable communities. It was a fast and furious campaign centered around a few local elections and was designed to go live very quickly, and then recede until the next election cycle.

OrgSpring believes in political action and we were proud to work on this important site for the residents of many California neighborhoods.

As the Taxpayer’s organization served mostly Latino communities, we were asked to design a site that spoke to that demographic, both visually and through content. We started by running a thorough analysis of successful brick and mortar businesses in the area. We drew inspiration from the colors used in buildings, local shops, and even groceries. What we found was a consisten color palette, which we then employed as the base for the Taxpayer’s site.

The home page was designed as the informational entry point by which neighborhood residents could read updates on political news, and find out which candidates the Taxpayer’s organization was supporting. We accomplished this with a featured slider showing off high resolution images of major issues to the local area.

Taxpayers Political Action Committee Home Page | OrgSpring Web Design Portfolio

 

We also featured a custom email signup form, which linked to an email account we setup for the organization through Constant Contact, our preferred email provider. Over the course of just two months of operation, the organization was able to amass nearly 1,200 email addresses from local residents in anticipation of the local city council election.

Taxpayers Political Action Committee Blog Page | OrgSpring Web Design Portfolio

 

As a result of the marketing effort, the Taxpayers Organization saw a 10% open rate, with an overall 8% click through rate, which is approximately industry standard for their category of industry. However, because their information was so targeted, and the site so well matched to its audience, the bounce rate and unsubscribe rate were both below 3%, well below industry standard.

To track voting, we setup individual web pages where taxpayers could feature individual candidates whom they supported. There was no real interaction between the committee and the candidates themselves, but this was a way for the committee to get a better understanding of which candidate was getting the most support. We included additional sign up forms on candidate pages and followed up with emails and surveys asking readers to pledge support. We also included links to absentee ballots and voter information in those emails and then tracked opens, clicks, and downloads. In this way, were able to determine how many residents were likely to support each candidate, and the organization could predict, with a fair amount of accuracy, who would lead at the polls.

Finally, we monitored social media mentions for the organization, and for the names of candidates running in several elections. We were able to monitor sentiment about candidates by tracking keywords used before and after debates, and also after key press announcements in local news arenas. By connecting with local new anchors and grass roots political organizations on Twitter and Facebook we were able to spread Taxpayer’s message and gain earned media coverage for one candidate who the organization supported.

As in most fast and furious political elections, there are usually one or two crises that need to be averted. By tracking social media so closely, we were able to quickly jump on any negative mentions across all media streams – social networks, blogs, even sites in other languages – an respond with positive campaign messages. We effectively dispelled a few rumors regarding several candidates which circulated pre-election time as well.

[message type=”success”]If you’d like to find out more about what OrgSpring can do for your political organization, be sure to checkout our Political Services section.[/message]

 

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Craig Grella

Founder and Executive Director at OrgSpring
Craig is the founder and executive director or OrgSpring, a nonprofit dedicated to helping other nonprofits achieve their missions online. Through tips and tutorials, Craig's goal is show nonprofits how to use technology to become more efficient, grow their list of supporters, and increase online donations.