Continued from Voter Targeting: Initial Steps

So… with improved technology, why are many organizations still having difficulty targeting their voters?

• Many organizations do not have the internal capabilities or the necessary time needed to massage the voter data because of demands on the campaign. Political organizations that do not have the appropriate infrastructure and time should use a consultant or an experienced voter file vendor that can assist with targeting the voter file.
• The data that has been acquired is outdated and does not give them the options to sort the data as they need it. Unfortunately, this is a common occurrence. Before you secure a voter file, make sure all of the data you need is available. Some vendors or state parties will not have up-to-date information such as updated political lines, vote history, and new registrants.
• Understand the specifics and nuances of the voter data. Each state—and in some instances counties and townships—vary regarding how the voter data is maintained. An example is vote history. If you do not have vote history it is difficult to identify frequent voters. Not knowing this information could drastically effect your targeting. Also, understanding party registration in your specific state can be significant. Know which states’ party identification are determined by party registration or are identified by how an individual voted in the primary.