2024 Post-Election Political Professional Survey

Category
Survey
Published
February 10, 2025

Understanding Technology, Data, and Digital Marketing in Modern Campaign Operations

In addition to understanding how voters and donors interact with campaigns, consume media, and use technology, the Center for Campaign Innovation conducted a survey of political professionals about their attitudes towards campaign technology, digital marketing, and voter data during the 2024 campaign cycle. This effort aimed to uncover trends, challenges, and opportunities in these critical operational areas.

With responses from 299 participants across various roles, political entities, and levels of experience, the survey provides valuable insights into the tools and strategies shaping modern campaigns. By focusing on how campaigns adopt technology, leverage data, and integrate digital marketing, this report seeks to inform future advancements and best practices in the political landscape.

Technology

Campaigners overwhelmingly view technology as an essential component of an effective political operation. Eighty-two percent of respondents agreed with the statement “my team needs political technology to do their job,” yet just 42% said they were satisfied with the tools they use today and 33% said they need more support selecting or purchasing the right tech for their campaigns. 

Technology Discovery

Sixty percent of respondents said they learned about political technology this cycle from a previous campaign or organization, 43% researched technology online, and 37% received a recommendation from a friend or colleague. In contrast, only 15% cited advertisements or sponsorships, and 9% mentioned cold outreach from a vendor, highlighting challenges for new market entrants.

Adoption Drivers

When it comes to deciding to adopt new technologies, the potential to improve voter outreach or engagement (53%), data and analytics capabilities (48%), and cost-effectiveness or budget constraints (43%) were the most influential factors. These resource constraints underscore the difficulty of incorporating new tech into campaigns organically even with the pressure to keep up with emerging trends (25%) or competitor/peer campaign activity (24%).

Technology Gaps

Respondents say that poor user experience or ease of use for staff and volunteers (42%), lack of real-time data integration and reporting (37%), and a lack of flexibility to customize technology to specific campaign needs (37%) are the biggest gaps in campaign technology currently available. 

Consultants play a key role in driving new technology adoption, with 40% of respondents saying a consultant or advisor was the key decision-maker. While consultants emphasize integration issues, staff members on the ground cite usability and training as the biggest concerns.

Newer campaign operatives prioritize ease of use in tools, while experienced operatives emphasize real-time data availability and integrations.

Decision Making

Field tests (53%), demos (38%), and case studies (38%) were seen as the most helpful resources for improving technology adoption decisions.

When it comes to adopting new technology on a campaign, 40% of respondents said a consultant or advisor was the key decision-maker. 

Key Strategies & Tools

Paid canvassing (58%) and volunteer canvassing (55%) were the most widely used technology-enabled voter contact strategies, followed by P2P texting (46%). Only 19% utilized relational organizing technology.

Campaign Sidekick was the most widely used voter contact app (44%), followed by i360 (32%) and Advantage (27%). Emerging startups like Numinar, Buzz360, and Vottiv accounted for 21%.

Frustration With Technology

Some respondents shared their frustration with the role of technology on campaigns, with comments like “Too much reliance is placed on digital campaigns and technology” or “Over the years, we always try to reinvent campaigns. As we have seen, technology and influencers do not make the campaign a success.”

Indeed, some of the attitudes about technology can be attributed to different generations. “Technology results in leaving older and wiser persons behind,” wrote one respondent, “I believe technology is overrated.”

Data

A significant majority (82%) of survey participants said they believe data makes a tactical difference in the outcome or goals of their campaign or organization, but only 38% said the data they have access to is accurate and 45% said their team has access to the right political data to do their jobs. 

Data Gaps

Nearly half (47%) of respondents said incomplete or outdated voter data was the most significant gap they experienced, followed by 38% who identified a lack of real-time updates as another weakness. One survey taker wrote “I honestly think the lack of updated data kills local campaigns.”

Veteran campaigners are much more likely to cite data quality as a key concern, as they recognize its impact on strategy.

Data Sources

Among respondents, 53% relied on GOP Data Center or Data Trust for their voter data followed by i360 at 37%. Thirty-nine percent of participants either didn't know where their data came from or used data via a vendor without understanding its origins.

Digital Marketing

Digital marketing is increasingly seen as integral to campaign success. 

A significant majority (76%) of respondents said that creating organic digital content is important for driving their campaign’s message and 78% believe that traditional forms of advertising must always be combined with digital advertising. Sixty-five percent (65%) of survey takers either agreed or strongly agreed with the statement that “digital marketing is integrated into all aspects of my campaign or organization.”

Targeting

A majority of campaigners (57%) believe they had access to the right digital marketing data, including 44% who were satisfied and 13% who were very satisfied with the targeting and data options available for online ads.

AI Adoption

Artificial Intelligence usage for digital marketing content was mixed, with 10% of respondents reporting that they used tools like ChatGPT extensively and 25% on a limited or trial basis. Thirty-nine percent (39%) said they did not use AI tools for content creation at all. 

Recommendations

Based on the feedback from the respondents, we offer some recommendations for partners in the technology, data, and digital marketing space. 

Field Tests & Case Studies

In order to drive greater adoption of new technology and campaign strategies, vendors should prioritize sharing data and experiences from real world examples via field testing and case studies.

Automation

Respondents indicated the importance of real-time data updates in the campaign technology they used. Product developers should look to facilitate more integrations and build automations into their software. 

Connection & Community

Campaigners working on the front lines, particularly in canvassing, often feel disconnected from the broader objectives of their campaign or organization. One respondent highlighted the need for “better management to motivate canvassers,” noting that “we lose patience and confidence when canvassing.” Another suggested, “it may help if there is something to help voters connect with each other and us when campaigning.”

While volunteer canvassers typically bring intrinsic motivation and political knowledge, the shift toward paid canvassers presents an opportunity to foster connection and community.

Bridging the Consultant-Staff Divide

Consultants push for innovation, while campaign staff face usability challenges. Solutions should balance advanced features with accessibility.

Voter Data Education

Educating staff on data sources and collection methods can further enhance campaign effectiveness and reduce confusion about the role of data providers versus other elements of the campaign tech ecosystem.

AI Training

​​Campaigns should explore broader AI adoption for content creation and consider additional training to maximize the tools’ potential.

Designing For Older Users

Older campaign staff and volunteers expressed frustrations about the perceived over reliance on technology and data. Product developers must continue to design their software for older users and campaign leadership should take extra steps to explain the role of technology and data.

Conclusion

The 2024 political staff survey underscores the evolving landscape of campaign operations, where technology, data, and digital marketing converge. While progress has been made, significant opportunities remain to enhance usability, accuracy, and integration. Addressing these gaps will empower campaigns to operate more effectively and achieve greater impact in future cycles.

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