We live in uncertain times. The COVID-19 pandemic is impacting every aspect of our lives, and every day we are confronted with a new “normal.” Face-to-face contact is dangerous, even prohibited in some ways. Ohio’s primary election was postponed, and we don’t know when it will be rescheduled. But even in the face of all of this uncertainty, we still must plan and execute campaigns for the November election.
Social distancing means traditional retail politics and door-to-door canvassing are out – for now. Mail, digital and mobile communications, and relational organizing are going to be more critical than ever. Mail continues to be the most cost-efficient, impactful direct voter contact tool in a campaign’s toolbox. Planning more robust mail programs is essential, but that is not enough to fill the tactical void created by social distancing. Campaigns must create layered, multi-modal voter contact plans that challenge conventional wisdom. They must strategically integrate mail, targeted digital communications, mobile messaging, and relational organizing to ensure voters hear the campaign’s message from every available avenue.
All of our plans must also have built-in tactical flexibility. The unprecedented postponement of Ohio’s primary election is evidence that anything can happen. There may be an acceleration in the popularity of early voting and voting by mail. States may change voting laws to increase vote-by-mail and limit in-person voting. Traditional understandings of “GOTV” and “election day” may no longer be correct. Campaigns must have situational plans prepared for all of these possibilities and create checkpoints throughout the cycle to assess new options.
The challenges campaigns face are significant, but this is also a moment of opportunity – an opportunity for creative thinking and innovation – and our campaigns will be more thoughtful and impactful because of that.