by RebuildtheParty.com
Everywhere we look, we see ordinary Americans using the connective power of the Internet to organize and take control of party politics. Look at what happened in our own primary with Ron Paul and Mike Huckabee coming out of nowhere largely with the help of the Internet, winning surprising political and fundraising victories. Before the Internet, Barack Obama would never have defeated Hillary Clinton to become the Democratic nominee and the next President.
The power of traditional connections is being replaced by the power of mass connectedness. Politics is taking place on a grander stage than ever before, with millions, and not just tens of thousands — participating directly in the process. Millions of people can not only vote, but they can organize with each other across geographic boundaries to build political power in real time. Their sheer scale allows them to rapidly outflank traditional power brokers in a way that simply wasn’t possible before.
The Republican Party can no longer survive in a modern era if we resist this new reality. With our power in Washington waning, our grassroots are the source of our greatest strength — not a problem to be managed. To revitalize ourselves, we must invite the crowd back in and tap their energy and creativity.
This isn’t just about the Internet — it’s about recognizing that in a people-powered era, with the power of technology-empowered grassroots movements on the rise — everything about the way we mobilize voters changes. Campaign plans that called for a few hundred or thousand volunteers making phone calls in the final days are hopelessly quaint and limiting in an era when millions of people want to feel connected and involved 24/7.
What’s Wrong — And How to Fix It
Point #4 Rebuilding Our Grassroots Infrastructure. The fabric of the Republican Party at the local level is rending. We saw it this spring when a small and energized base of Ron Paul supporters succeeded in taking over many local party organizations.
The reality is that this happened because our existing local party institutions are not all they could be. The Republican Party must be a civic institution again, with a volunteer base that is active year-round and is given real responsibility beyond showing up at a phone bank. In this last election, it should have been possible for volunteer leaders to organize their precinct or neighborhood for McCain, tasking them with knocking on doors, distributing signs, and most crucially, recruiting other volunteers to build the party exponentially. Instead, virtually all volunteer activity was channeled towards driving casual phone contacts, not personal neighbor-to-neighbor door knocks.
Our technology should give Republican activists the ability to connect with fellow activists at the precinct level. We must encourage the growth of standalone volunteer communities, giving them the tools to organize themselves online, with the official party taking a step back and not trying to control them. We can’t anyway.
Initially, the most important mode of contact will be volunteer-to-volunteer. It is only once we have built this army — one small group at a time — that we’ll be ready to go out in the field and talk to our voters. In the last campaign, the Republican Party banked on its strong get-out-the-vote (GOTV) operation, but even the strongest turnout operation could not have overcome the Democrats’ stronger recruitment, registration and persuasion efforts in the early phases of the cycle.
Point #5 Time for a new fundraising model. The ability to raise startup capital precedes virtually everything else on a campaign. But those of us who worked the 2008 campaigns saw how everything — including political travel and grassroots outreach — was subsumed to maintain an aggressive high-dollar events schedule.
Contrast this with the new President-elect. In addition to doing high-dollar events early on, he held rallies in major cities and required an e-mail address to attend. The 20,000 e-mail addresses collected at each of these events probably produced hundreds of thousands of dollars in contributions down the line, not to mention countless hours of volunteer time. By the end of the campaign, Obama didn’t have to do events, because he could raise virtually unlimited sums from a network of millions that his campaign continued to grow at every opportunity. The campaigns of the future will be infinitely scalable, blurring the lines between fundraising, volunteer recruitment, and message, and require more resources than traditional sources can possibly raise.
This means kick starting a generational transition to the new fundraising model. Right now, we cannot compete with the Democrats’ scalable online fundraising machine and if this is not corrected our party will face a long-term financial deficit. A big part of this will be growing a millions-strong network of supporters and giving them something to rally around. Moreover, our candidate recruitment should focus less on a candidate’s ability to collect $2,300 checks or to self-fund than on the strength of their message — which will ultimately attract more small and high dollar donors online and off. Traditional fundraising is still important, but in modern campaigns, it’s more like startup venture capital money than a long-term cash cow. We must change the culture of how we fundraise. The end goal of this effort must be clear: put our 2012 Presidential nominee in a position to raise over 50% of their money from the Internet.
Point #6 A 25,000-strong Nationwide Campaign Force. It isn’t just our candidate recruitment that’s wanting. We must replenish our pool of trained campaign workers who know how to win races from school board to the Senate, and who know how to integrate new media into their field and communications efforts.
To do this, we propose that the next RNC Chair make it a priority to train 25,000 high-level activists by 2012. A few thousand of these will go on to run races. The rest will form the nexus of a permanent volunteer corps that keeps the Republican Party strong and relevant in local communities. And this training must occur in all 50 states and over the Internet, and not just in Washington, D.C.
Point #7 Reorganizing the RNC. In order to accomplish these goals, the RNC’s organizational structure will need to change. It is not enough to have a dedicated eCampaign division if other departments fail to use the Internet to transform how they do business in this new environment. The Internet should pervade everything the RNC does, and leadership on this front must come directly from the Chairman’s Office.
Source: http://www.rebuildtheparty.com/plan