It’s a fact that over the last four years, Democrats have invested more in campaign technology than Republicans. While that didn’t result in the electoral victories they’d hoped for down-ballot, it’s an investment that will continue to provide compounding returns for the left.
With new platforms like Mobilize, Reach, and OutVote, Democrats were able to translate grassroots enthusiasm into opted-in relationships with campaigns and state parties. They’ll be able to build on that network as long as Democrats continue to nurture it.
Republicans, on the other hand, have failed to diversify sufficiently beyond paid messaging like TV, online advertising, and mail. Unlike organizing and building audiences, the effects of advertising evaporate after 7-10 days. A notable bright spot on the right in this regard is the RNC’s Lead Right program which combines sophisticated data from Data Trust, best-in-class voter-contact apps, and boots on the ground.