All organizations have goals. A political campaign wants to find Like-Minded Voters, or a non-profit is looking for New Donating Members. Businesses want Customers. As with marketing campaign, it's crucial to start with these end goals and work backwards to achieve them. For instance, no matter what happens in a political campaign, it's always going to be about 'getting like-minded voters to vote for your candidate'.

One of the more important ways to meet these end goals is to use the voter or donor or consumer lists you likely already have. From here, the steps of using your lists to market - whether it's political or professional - are quite similar. Obviously, these are generalized steps, but the framework remains remarkably consistent from project to project.

1) Segment your list. Who do you have and of these people, who have been your most successful members? Examples include frequent voters or members who pay dues every year.

2) Examine the demographics to determine the discerning characteristics of the people from step 1. It is at this point we may need to break out the statistical engines, especially if there are a lot of variables to pour over. For instance, frequent voters in a given neighborhood may have a higher probability of being older men than in other areas.

3) Find out why this demographic contain supporters or purchasers. This may include survey work, correlation to purchasing or voting trends, or focus groups.

4) Once we have a clear picture of who is driving the organization's or campaign's success (step 2), and why (step 3), it's time to figure out where there are more of these people to plan advertising and marketing campaigns. If a business sells primarily to young Asian men, what magazines or TV shows cater to them? If we know suburban women like a candidate for her crime stances, we now know how to create mailers or TV commercials to gain more voters.

Fall Line Analytics can help with each step of the marketing cycle, especially with the quantitative work designed to tease the most out of your lists. We can do the stats, surveys, and maps required to meet that end goal of yours - finding out what's working and where to get more!

Looking at the US population in terms of physical geography reveals good insight as to where we put ourselves...(more)

• •Pollster.com - Check out up-to-date polling from races all over the US.
• •Beyond Red vs. Blue - Where are you politically? There are a lot of these out there, but this is from the venerable Pew Research Center.
• •Forest Fire Map - See the current flare-ups in the US. Not a good time to be in Idaho.

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