chapter  8
12 Pages

Campaign Communications: Direct Voter Contact

PHONE BANKS (POLITICAL TELEMARKETING) Unlike broadcasting, which reaches large numbers of unregistered voters, telephone banks give political campaigns the ability to target voters who will be participating in the election. Moreover, telephone bank targeting can be further refined through the use of computer-enhanced lists that may include such information as party registration, age, income, education, race, and voter history. Consequently, it is possible to effectively and quietly communicate a carefully crafted message that is aimed at a specific target group of voters. The callers may be a single person or several hundred people. They may be volunteers using borrowed phones or the campaign headquarters phones after hours, or professional phone banks of hired callers working under the supervision of experienced political telemarketers. In their most effective form, the phone bank is centered in one location under unified supervision with a specific goal.