Field organizing in the Democratic Party for the last 20 years has been built around a marketing model in which the candidate is a product to be sold. First you collect information on a voter by finding out what magazines they subscribe to, what organizations they are a part of, who they've voted for in the past. Then you solicit them for their support with a piece of mail, a knock on the door or a phone call in which your candidate just happens to care most about whatever random issue that person is most likely to care about. If the consumer sounds like they want to buy, they go in the database. Approaching election day, you call (and now email) them to remind them to vote, offer a ride to the polls, and emphasize that your candidate cares about what you believe they care about based on the data you've collected.
It's a charming process that has the three-part effect of losing elections, deadening our civic culture and forcing the progressive movement to rebuild itself from a list of names and preferences every two or four years. And it's got to end.
Luckily, there's a contingent of Democratic operatives and activists (of which I consider myself a semi-absent member) at war with the traditional model. Instead of treating voters like consumers, we believe they should be treated like citizens. It's a radical idea, but it just might work.
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