chapter  7
15 Pages

Voter Identifi cation, Contact, and Mobilization

These are the most fundamental and critical of campaign activities: identifying voters who favor your candidate, persuading them of your message, and getting them out to vote. Rarely can a campaign succeed without a clear understanding of its target audience and how to get them to the polling booth. Looking at each of these activities, we will see how there have been both profound changes in technology and metrics, but at the same time, see how time-honored shoe-leather approaches still are vital to the task of identifying and persuading voters.