The biggest challenge in digital campaigning isn’t a matter of tactics. We know the strategies that work and we have a framework for testing them.
The challenge isn’t technology. The building blocks of the software we need to be competitive exist or it’s already in the field.
Nor is it talent. We’re fortunate to have plenty of intelligent people ready to tackle the challenges of strategy, creative, and technology.
And the challenge isn’t an issue of resources. There’s more money flowing in politics and advocacy than ever before.
The biggest challenge in digital campaigning is cultural.
We need a culture that embraces evidence-based campaigning that relies on tactics for their proven effectiveness.
We need a culture that relies on new technology that gives more leverage to our manpower and resources.
We need a culture that provides professional growth for talented individuals via new models.
We need a culture that allocates resources to infrastructure that will build capacity over the long term instead of only worrying about the next election.
As William Gibson says, “The future is already here – it’s just not very evenly distributed.”
