Continued from Voter Targeting: Standard Problems

With all the voter file decisions you will need to make, here is a helpful list of questions each organization should ask when obtaining a voter file:

• What is the age and accuracy of the data? When was the file last collected and cleansed? Trying to contact moved or deceased voters is a waste of time and money.
• Is vote history available on the voter file or can it be appended? The ability to select and contact frequent voters is critical towards any political organization.
• What enhancements are available on the voter file? What useful enhancements – such as telephone numbers, CASS certification, and numerous demographic enhancements – are important to the needs of your organization.
• How flexible is the vendor and what services are available? It is important to know that you can reach the vendor if you have any questions. It is also important that the vendor can quickly provide specific information such as counts, poll samples etc.
• What legal restrictions exist when using a voter file? Knowing this in advance before you use your voter file can prevent costly and troublesome problems down the road. Each state has its own data usage laws. For example, some states restrict the use of voter data for commercial purposes.
• What is the political experience and ethical record of the vendor?  It is important to do business with a firm and an individual that understands how a voter file is being used by your organization and has experience in collecting voter files and keeping commitments on delivery dates.
• Is the list you are purchasing priced competitively and fairly? As campaigns become more and more expensive, price becomes a factor. Make sure you not only compare prices but also understand any potential charges your organization may receive when using the data.  Is there a charge for an update? Are there selection fees for difficult data pulls? Are there volume discounts?

Political organizations that follow these points will be better positioned to effectively target and efficiently utilize their voter data. In close races, effective targeting can mean the difference between winning and losing.