Six books every campaigner must read
How to run data and evidence-driven campaigns
Whether at work or through my professional network, I often get asked to recommend books and resources for both new and seasoned campaigners. This list consists of six books, but it could easily have been ten or twenty.
During my time volunteering on the Obama campaign in 2012, I developed a love for data and evidence-driven campaigning that I still have today. I didn’t realise then that there is an incredible body of research out there that can help us all create and run better and more effective campaigns.Â
Similarly, I’ve included two books about specific campaigns that I enjoyed and found educational at the same time.
Donald P. Green and Alan S. Gerber
If there was a mandatory reading list for political campaigners, then this book would be number one on my list. World-leading get out the vote experts Green and Gerber digest thousands of pages of research and evaluate all get out the vote techniques based on cost and effectiveness, so you can make the right decisions for your campaigns based on evidence rather than perceived wisdom.Â
I rate this book so highly that I always buy the latest edition when it is released- my current collection consists of editions 2, 3 and 4.Â
Sasha Issenberg
This was the book that first opened my eyes to the science of campaigning, and whenever I re-read it I feel inspired to do more campaign lab work. It’s a real page-turner, and my only complaint is that Issenberg has not brought out a part 2 or a second edition. Â
Rasmus Kleis Nielsen
I found this such an interesting and inspiring read, and when I first read it I found myself highlighting so many sections of it. This is especially interesting for those interested in on the ground campaigning and organising, born out of the Howard Dean school of campaigning, and who wants to read something consumable.Â
Daniel Pink
This is not a campaign book. However, if you want to understand the science behind what drives and motivate people then this book is for you. I have found the findings to be transferable to recruiting, mobilising and motivating volunteers. If you follow the research, then it will help you move folks up the ladder of engagement. If you don’t fancy reading the whole book, watch the RSA animated video here.
For my two favourite campaign-specific books:
Why the Tories Won: The Inside Story of the 2015 Election (2015)
Tim Ross
There are some golden nuggets in this book, although as someone who was at the heart of this election, at times the narrative is a bit one-sided- depending on the sources Ross spoke to and not the full picture of what actually happened.
David Plouffe
The 2008 Obama campaign is one of the most celebrated political campaigns of modern times, and this gives you a deep insight into how the campaign built from the ground up and put organising at the forefront of it.
If you don’t want to miss my next post: