Start the List As Large As Possible, Then Focus Down

The best approach to growing a database for a campaign is to start with as broad of a base and a list as possible and work to segment that list into as many categories as are known. By doing this, a campaign can more efficiently identify groups which should be targeted for special treatment and which large groups are still available for harvesting.

Places to look include:

• Local electoral commissions
• Tax commissioners/finance departments of local jurisdictions
• Local party organizations
• List brokers

The first place to start is with local electoral commissions. In locations where party registration is necessary, information can be gathered on party registration of all registered voters. While this is a broad brush cut of a group, it does effectively provide a campaign with a starting point from which to work known voters. Even if party registration is unknown, having a list of all registered voters will narrow down the field of contacts to some extent.

Another place to look is with a local tax commissioner or finance department. Getting a roll of all households and adult residents will again provide a starting point. Comparing the list of registered voters against the list of all known adult residents will provide a list of potential contacts for get out the vote drives.

Additionally, talk to local party organizations. They should at least be able to provide a roster of members, which can be a starting point for efforts to generate volunteers and fundraising.

Finally, look at list rentals. The local company that mails out coupons (such as Val-Pak) should be able to provide a rich list of residents for initial information gathering and flier mailings. This should be a last resort, as the cost per acquisition from a rented list will be much higher than through any other method and will likely yield fewer contacts than the other methods.

By starting out with as large of a list as possible, work can begin with volunteers to help segment, define, and target that list for the campaign. As anyone who has tried to develop a targeted list can attest, it is easier to start large and focus down than it is to start with nothing and try to grow the list organically.