The Victory Lab Quotes

“The people who explain politics for a living – the politicians themselves, their advisers, the media who cover them – love to reach conclusions like this one. Elections are decided by charismatic personalities, strategic maneuvers, the power of rhetoric, the zeitgeist of the political moment. The explainers cloak themselves in loose-fitting theories because they offer a narrative comfort, unlike the more honest acknowledgment that elections hinge on the motivations of millions of individual human beings and their messy, illogical, and often unknowable psychologies.”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“Our campaigns have not grown more humanistic because our candidates are more benevolent or their policy concerns more salient. In fact, over the last decade, public confidence in institutions-- big business, the church, media, government-- has declined dramatically. The political conversation has privileged the nasty and trivial. Yet during that period, election seasons have awakened with a new culture of volunteer activity. This cannot be credited to a politics inspiring people to hand over their time but rather to campaign, newly alert to the irreplaceable value of a human touch, seeking it out. Finally campaigns are learning to quantify the ineffable—the value of a neighbor's knock, of a stranger's call, the delicate condition of being undecided-- and isolate the moment where a behavior can be changed, or a heart won. Campaigns have started treating voters like people again.”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“Maybe what stopped people from voting wasn't a lack of information about the candidates or a feeling that the outcomes of races didn't matter or a sense that a trip to the polls was inconvenient. What if voting wasn't only a political act, but a social one that took place in a liminal space between the public and private that had never been well-defined to citizens? What if toying with those expectations was key to turning a person into a voter? What if elections were simply less about shaping people's opinions than changing their behaviors?”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“The only path McAuliffe saw to hard-money parity ran through cycles of prospecting new donors, in the mail and online. To accomplish that on the scale he believed crucial, Democrats needed the list of 100 million new names, sortable by party registration or voting behavior, that would fill a national voter file. McAuliffe proposed a deal to the state chairs, that the DNC would effectively borrow their files, help clean them up, add new data like donor information and commercially available phone numbers, and then return them for the state party’s use. At the same time, McAuliffe went to Vinod Gupta, a major Democratic fund-raiser and Clinton friend who was the founder and CEO of InfoUSA, one of the country’s large commercial data vendors. Like many of his rivals, Gupta had been trying for years to find customers in the political world, and offered McAuliffe a good deal for his product. McAuliffe agreed, and as the state files came in, the DNC would send them out to InfoUSA’s Omaha servers, where hundreds of pieces of new information were added to each voter’s profile. A new interface was built to navigate it all. It was called Demzilla.”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“This was the strategy that concerned Podhorzer, who worried that the approach reflected “an overconfidence in the liberal mind that only a fool would vote for Bush again, so therefore all we had to do was base turnout.” He returned to the AFL dispirited by his exchange with the Kerry campaign and his sense that Democrats had chosen to ignore winnable votes in part because the statistical methods used to identify them were not properly understood by campaign decision makers. “At the time,” says Podhorzer, “all of this just sounded like alien talk to most people.”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“Loving the game meant mastering the mechanics of the game.”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns

“The Effects of Canvassing, Telephone Calls, and Direct Mail on Voter Turnout: A Field Experiment,”
― Sasha Issenberg, The Victory Lab: The Secret Science of Winning Campaigns