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Groundbreakers : how Obama's 2.2 million volunteers transformed campaigning in America

Author: Elizabeth McKenna; Hahrie Han
Publisher: New York, NY : Oxford University Press, [2014]
Edition/Format:   Print book : Document   Computer File : EnglishView all editions and formats
Database:WorldCat
Summary:
Missing from most accounts of the 2008 and 2012 campaigns to elect Barack Obama president is the story of how Obama for America organized 2.2 million volunteers into a grassroots army. Unlike many previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighbourhoods  Read more...
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Additional Physical Format: (DLC) 2014013637
Named Person: Barack Obama; Barack Obama
Material Type: Document
Document Type: Book, Computer File
All Authors / Contributors: Elizabeth McKenna; Hahrie Han
ISBN: 9780199394630 0199394636
OCLC Number: 900018732
Description: 1 online resource (xx, 248 pages .)
Contents: Chapter One: Introduction ; Part I: The Historical Roots of the Obama Field Program ; Chapter Two: The Way Things Were ; Chapter Three: Discovery and Diffusion ; Part II: The Nuts and Bolts of the Ground Game ; Chapter Four: Building Depth By Investing in Relationships ; Chapter Five: Creating a Structure to Share Responsibility: Neighborhood Teams ; Chapter Six: Using Metrics to Get to Scale ; Part III: OFA's Legacy ; Chapter Seven: Reflection ; Works Cited ; Index
Responsibility: Elizabeth McKenna, Hahrie Han ; foreword by Jeremy Bird.
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Abstract:

Missing from most accounts of the 2008 and 2012 campaigns to elect Barack Obama president is the story of how Obama for America organized 2.2 million volunteers into a grassroots army. Unlike many previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighbourhoods months - and even years - in advance of Election Day. This book describes how they did it.

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Rather than focusing on the advances of "big data" and analytics, as many other chroniclers of the Obama campaigns have done, McKenna and Han argue that the real advances of the Obama campaigns are Read more...

 
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