Ex-Obama digital team offer 'Facebook' for campaigns

They say it will help Democratic candidates and liberal causes recruit, organize and retain volunteers.

Volunteers who create profiles for one campaign will have their data stored for other campaigns using the system, so they can be more accurately targeted.

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“Here you have an entire social history of what you've done on campaign. It's sort of a Facebook for campaigns, here's all of what I've done on campaigns,” said Saatchi. “That experience I think will be really addictive, really sticky, so people want to keep updating that. That's great for campaigns, their websites can be more tailored for volunteers, but it's also great for the volunteers —they can show this work they're proud of.”
They also say it will help Democrats keep an an edge on the GOP.

“Republicans are still grappling with the data infrastructure, which we did in 2008, and in 2012 we were focused more on the modeling and analytics, improving ad buying and improving field technology, giving volunteers a really addictive experience,” Saatchi said. “Now we're trying to get those drive-by supporters to commit to the campaign, while Republicans are still grappling with how to capture data and store it in a coherent way.”

The new product, according to Saatchi, is “about the volunteers and getting them as happy as possible.”

Seeds, which will be rolled out on July 1 and available in the fall, allows even small campaigns the ability to track volunteers’ key interests, both in policy and activism, to target them with specific messaging.

The program is aimed at helping Democrats keep their technological edge — and fostering cross-pollination for other startups to contribute to what Wasserman calls Democratic developers’ “real culture of refinement and iteration and continuing to improve.”

If potential volunteers care primarily about environmental issues, the Seeds website will take them to a landing page focused on green topics.

If volunteers have previously preferred to make phone calls rather than knock on doors, the software will automatically track that — and ask them to make more calls rather than hand out literature.

Another goal of the system: To keep costs low.

Seeds will cost campaigns $99 a month, and its creators say it is simple enough that one staffer can handle its upkeep.