So You Won the Primary
My Plea to All the Democratic Nominees
Maurice Mitchell said, “Whatever work you’re doing is the work.”
I’ve been thinking about that a lot.
For years I’ve been teaching social media best practices as my contribution. My favorite congressional candidate gave me the title Strategic Digital Outreach Advisor. The thing about Oregonizing is, it’s always been that. In whatever you have to contribute, that’s what you can offer. And so, for me, it looked like reminding people to caption videos, answer comments, promote remote participation, invite local organizations into the conversation, & let candidates act like human beings.
If you’ve ever wondered why some campaigns inspire movements while others feel like corporate brands, here’s my advice:
Stop treating social media like a billboard.
Treat it like a town square.
Reply to the first-time volunteer with the same enthusiasm you reply to the biggest donor. If you’re not even paying attention to your notifications, you’re doing it all wrong, bestie.
Recognize the names of the people who keep showing up. Make a list if you have to. Don’t judge folks on how they can help. Embrace fan art & collabs with folks in your community.
Platform the nonprofits, mutual aid groups, unions, & community organizations doing the work between elections.
If you’re holding an event, think about the people who can’t be in the room. Advertise the livestream. Post the recording. Caption every video. Accessibility isn’t a favor, it’s participation.
Hand the phone to the candidate. People connect with imperfect selfie videos far more than polished talking points. They don’t expect perfection. They expect authenticity.
Celebrate your volunteers publicly. Let people see themselves reflected in your movement. Let them see that you have a team around you.
The internet isn’t separate from democracy anymore. For millions of people, it’s where democracy happens.
My career has been a strange one. I’ve worked under different identities. I’ve signed enough NDAs that some of my favorite projects will never have my name attached to them. I’ve collaborated across campaigns & progressive organizations, trained volunteers, built digital infrastructure, & helped candidates connect with the people they hoped to represent.
The common thread through all of it is this:
People don’t stay because your messaging is perfect.
They stay because they feel like they matter.
If you can make someone feel seen, they’ll remember your campaign long after they’ve forgotten your latest press release.
Whatever work you’re doing is the work.
Make sure the work you’re doing helps people find each other.
I found my people & after 35 years as a Democrat?
~AK