1. Work-in-progress – not for distribution
Iowa Topline Planning
March 2015
Work-in-progress – not for distribution

2. Iowa Caucus Turnout History Organizing Model and ApproachIA
Contents 1 6
Iowa Caucus Turnout History
Budget Focus 2 7
SWOT Analysis
Staff Structure 3 8
Strategy
Organizing Model and Approach 4 9
Guiding Principles
Phases 5 10
Goals and Tactics
Candidate Requests
Work-in-progress – not for distribution

3. Historical Democratic Caucus Turnout“` IA
Historical Democratic Caucus Turnout
Percent of Democratic Registrants who Caucused
Raw Democratic Caucus Turnout
Estimated 2016 Democratic Caucus Turnout = 31,908
(5% of 638,157 Registered Democratic Voters)
Ceiling Benchmark = 2000 (Gore vs. Bradley)
Floor Benchmark = 2012 (Obama unopposed)
Work-in-progress – not for distribution

4. Work-in-progress – not for distribution“` IA
Caucus Overview Maps
Work-in-progress – not for distribution

5. Work-in-progress – not for distribution“` IA
Caucus Overview Maps
Work-in-progress – not for distribution

6. Work-in-progress – not for distribution“` IA
Caucus Overview Maps
Work-in-progress – not for distribution

7. Work-in-progress – not for distribution“` IA
2008 Clinton Support Map
Work-in-progress – not for distribution

8. Work-in-progress – not for distributionIA
SWOT analysis
Strengths
Likely organizational advantage
Likely resource advantage
High initial approval ratings
Historic context
Lack of strong competition
Weaknesses
Historically apathetic caucus electorate
Lack of existing organization in state
Diminishing party infrastructure and pessimistic Democratic base
Perception that the candidate does not prioritize the caucus
Opportunities
Significant interest in candidate
Low expectations among activists in terms of commitment to Iowa
Ability to develop an organization early
Ability to demonstrate that campaign is going “all in” on Iowa
Threats
Inflated expectations about win margin and turnout
Media and activist desire for competitive caucus
Sustained Republican attacks
Poor history with female candidates in the IA caucus
Work-in-progress – not for distribution

9. Strategic Summary – Iowa:IA
Strategic Overview
Strategic Summary – Iowa:
In many ways Iowa will set the tone for the campaign at large. We must show that we’re different, committed to highlighting and empowering Iowans and the stories that connect them to the campaign, and focused on building a powerful organization inclusive of everyone who wants to take part especially people who never have before.
SET EXPECTATIONS EARLY
BUILD AN UNPRECEDENTED AND UNEXPECTED ORGANIZATION
CONNECT IOWA TO THE CANDIDATE THROUGH IOWAN STORIES
ENGAGE AND MOBILIZE A TARGETED EXPANSION UNIVERSE
Work-in-progress – not for distribution

10. IA
Guiding Principles

11. Goals and Tactics IA Organize, Energize, and Mobilize Democrats
Combine digital and field organizing
Ubiquitous precinct-level organization
Two-tiered organizing model
Supporter/Commitment Signatures
Targeted caucus expansion program
Connect Iowans to the Candidate
Identify and communicate stories of Iowans
Let Iowans speak for the candidate – not politicians or well-known endorsers
Use events to highlight Iowan stories
Build an Iowa Coalition
Make the campaign the vehicle for strengthening and sustaining the Party
Build relationships with supportive groups and organizations around program
Work-in-progress – not for distribution

12. Iowa Event Strategy Personal and Unexpected IA Non-Traditional Retail
Farmers Markets
Women-focused Events
Iowa Cultural Events
RAGBRAI
Intimate Message Events
Organizing house parties
Roundtables
Local media focus
Off the Record
Built into every trip
Ample time to interact with people
Work-in-progress – not for distribution

13. Organizing and OutreachIA
Budget Focus
In-House video and design team
Invest in hardware and software for content creation and editing
Social media coordinator for strategic distribution
Quality content for paid distribution
Iowa Specific Content
Investment in organizing staff
Investment in digital organizing staff
Invest in large political and outreach team
Organizing and Outreach
Invest in true in-state analytics program
Integrate analytics into departments outside of field
Data and Analytics
Work-in-progress – not for distribution

14. Traditional/Digital Integration The New Organizing ModelIA
Traditional Field + Digital Organizing = IA ORGANIZING
Traditional/Digital Integration
The New Organizing Model
Training
Building a digital organization in your turf
Using the digital organization to engage your volunteers
Using the digital organization to get results through affirmation and social pressure
ORGANIZER
Technology
Tracking organizer activity online
Accurately measuring engagement and outcomes of engagement
Creating mechanisms for testing the theory and providing insight into maximizing efficacy of the program
Work-in-progress – not for distribution

15. Work-in-progress – not for distributionIA
Organizing Takeaways from Iowa and 2012
Iowa
Model revolves around precinct captains (1774 precincts)
Teams formed around precinct captains
What worked
Caucus representation at every precinct
Manage supporter lists
Localized
What didn’t work
Never full representation
No volunteer leadership in early stages of campaign
2012 Neighborhood Teams
Model focused on teams of volunteers in designated geographies
Volunteers from within designated geography assume different responsibilities
What worked
Localized the volunteer model
Gave responsibility to top volunteers
Utilized an organizing approach
What didn’t work
Significant disparity among teams skill and output
Not localized for a caucus operation
Designated geography hampered even distribution of volunteer resources
Work-in-progress – not for distribution

16. Work-in-progress – not for distributionIA
Two-Tiered Organizing Model
Community Lead
Responsible for recruiting precinct captains and voter contact volunteers in a designated group of precincts
Responsible for organizing two weekly voter contact or volunteer recruitment activities per week
Time commitment: 8-15 Hrs/Week
Programmatic Lead
Highly trained in a specific component of the program
Programmatic leads will be recruited on a timeline based on needs of their skill
Time commitment: 4-12 Hrs/Week
Work-in-progress – not for distribution

17. Volunteer Leader Testing TracksIA
Volunteer Leader Testing Tracks
Community Leads
Active Volunteer
Community Lead Prospect
Elevation 1:1 with Organizer
Test 1 – Manage DVC Activity
Test 1 Evaluation
Test 2 – Recruit and Manage DVC Activity
Organizer 1:1 – Confirm Lead
Programmatic Leads
Active Vol or Supporter/Activist
Programmatic Lead Prospect
Elevation 1:1 with Organizer
Training
Test 1
Test 1 Evaluation and Training
Test 2
Organizer 1:1 – Confirm Lead