Sure, data is nice to have around. It's valuable. It gives you credibility. The more you have of it, the more people gossip about you. But stockpiling data won't get you anywhere – unless, of course, you know how to use it to develop and sustain relationships with voters and constituents.

Relationship management wasn't designed to waste your time. Rather, it was developed to make the business of politics more efficient and more effective. In other words, it has the potential to save you money and make you more friends – if you're a political campaign, advocacy group, nonprofit, or elected official.

INTRODUCTION Got Data?
JULIE BARKO GERMANY
INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET

I admit it: the title of this chapter is deceptive. It’s not about the data. It’s actually about how you use it.

Sure, data is nice to have around. It’s valuable. It lends an element of credibility inside the Beltway to be able boast about the size of your email list. Certainly, the political world has been abuzz the past few years about the size of the databases at the DNC and RNC and exactly what they contain. You can also make a tidy sum selling that information – if you’re brave enough. And, the more you have, the more people gossip about it.

In other words, data is hot. Those of us working on this publication have certainly talked about how data is the sexy new topic in politics: everyone wants it, no one seems to get enough of it, and we’re all dying to see what people do with it.

But stockpiling enough servers to fi ll a discount department store with information about voters, donors, and activists won’t get you anywhere unless, of course, you know how to use it. Or, to quote jazz great Ella Fitzgerald, “T’aint what you do. It’s the way that you do it.”

Instead, this publication is all about developing relationships with your constituents. It’s no secret that people are more responsive when they feel like they are in a relationship with another party – a spouse, neighbor, or even a political party or nonprofi t. We want people to know who we are. We want to be heard. We want to be treated like unique individuals. We want someone to meet our needs.

Would you ask a complete stranger to do you a favor? Probably not. Would you ask a complete stranger for money? What about a vote? Most of us in the political or nonprofi t worlds do it every day through a variety of mediums: email, phone calls, direct mail, face-to-face meetings. But what if there were a way to treat each constituent, donor, volunteer or voter like an individual? What if you could build relationships with them?

It’s possible and feasible if you have the right tools. Relationship management wasn’t designed to waste your time. Rather, it was developed to make business – or, for the sake of this publication, the business of politics – more effi cient and more effective. ...

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ACKNOWLEDGEMENTS

Constituent Relationship Management: The New Little Black Book of Politics is a publication of GW’s Institute for Politics, Democracy & the Internet.

Julie Barko Germany, deputy director of the Institute, is the principal editor of this publication. Peter Churchill (Center for American Progress) is the assistant editor. Ed Trelinski (event manager), John Neurohr (research assistant), Riki Parikh, Ryan Sullivan, Zach Morgan (researchers), and Chris Brooks (fi nancial manager) assisted with the research, editing and writing. The staff of Adfero Group provided invaluable assistance and helped with the research. Carol Darr, director of the Institute, provided additional editing. Ian Koski of On Deck Communication Studio designed and paginated the publication.

This project benefi ted greatly from the advice and assistance of many individuals. We especially thank all of our authors: Their opinions, however, as interesting and provocative as they are, do not necessarily refl ect those of the Institute.

IPDI is the premier research and advocacy center for the study and promotion of online politics in a manner that encourages citizen participation and is consistent with democratic principles. IPDI is non-partisan and non-profit and is a part of the Graduate School of Political Management at The George Washington University. F. Christopher Arterton is dean of the school.

For more information about the Graduate School of Political Management, visit www.gwu.edu/~gspm.

For more information about the Institute for Politics, Democracy & the Internet, visit http://www.ipdi.org.

© GW’s Institute for Politics, Democracy & the Internet.
The editor is Julie Barko Germany. This book may not be reproduced without the expressed written permission of IPDI or the Graduate School of Political Management.
The date of publication is March 15, 2007.

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