As progressive political organizations strive to measure their effectiveness (useful for getting grants from foundations, which are increasingly looking for detailed results of funded projects), they are having to find ways to differentiate themselves from spam e-mails, from the deluge of text messages and cell-phone voicemails, from unsolicited MySpace messages, and from any number of other intrusions attempting to grab young people’s attention. The League is no exception, and indeed is leading the effort in Maine politics.
The systems they use are similar to those commonly applied in corporate public-relations campaigns, which can determine how many people receive an e-mail message, how many actually read it, how many of them follow a link in that message, and how people move around an organization’s Web site.
The measurements aren’t static. With each new e-mail message, each new posting on the Web site, each tweak of a message or page’s design, the results change, letting League organizers constantly fine-tune not only their messages, but also the messages’ presentation, to get maximum attention from as large a group of people as possible.
One recent e-mail, for example, asked in its subject line, if readers were “down with OPP?” — both a reference to League pet project Opportunity Maine (a student-loan-payment tax-credit initiative) and to a 1991 rap song by Naughty By Nature whose refrain asks whether a listener is willing to cheat on his or her lover. The tone and brief content of that message put off Jeff Ferland, a 22-year-old who ran for the Maine House as a Republican last year but ended up withdrawing from the race and endorsing a Green Independent opponent. (Ferland says he may run again, but most likely as a Green.) He says messages like that make it “hard to take them seriously.”
But while it was an honest attempt to convey information to League members, it was really just another trial balloon — if not enough people read it or responded to it, the League will adapt, again.
They are missing a key piece of information, though, one that has an important bearing on the League’s grip on politicians’ attention. Julie Flynn, deputy secretary of state for elections, says there is now no convenient way to gather demographic data on new-voter registrations or to determine the demographic makeup of voters (such as their ages) under the state’s long-held system of election record-keeping. A new statewide computerized system that is “80 percent complete” will allow that to happen, because it will capture voter participation in the same database that will include a voter’s birth date. The Portland city clerk’s office doesn’t track voter ages, either. So the League is left with anecdotal data to make a guess at how many more young people have signed up to vote, and how many actually went to the polls.
Accountability
Even without that data, League efforts are getting broad notice. US representative Tom Allen says the League is “an increasingly important voice for younger voters,” who, he points out, are bearing the brunt of casualties in Iraq, are the least likely to have health insurance, are struggling to pay for higher education, will pay for most of the massive national debt now being incurred, and have “the most to lose” as global warming becomes more severe.
