Digital Campaign School

Gain experience with the entire technology, marketing, and strategy stack of modern campaigns and political organizations.

The unprecedented influence of digital outreach in the 2020 election will shape campaigns and politics for many years to come.

The Digital Campaign School | 2020 Election Analysis -- presented by The Prosper Group and Leadership Institute -- examines digital efforts in the 2020 election and teach you the tools you need to execute winning digital plans for campaigns and causes of your choice.

In this intensive, 10-hour training, you'll gain experience with the entire technology, marketing, and strategy stack of modern campaigns and political organizations.

22 experienced digital professionals from 16 organizations will provide the practical tips, step-by-step instructions, and valuable, how-to information that only comes from personal experience.

You'll learn how to:

  • build a "growth engine" -- using conversion funnels, automation, and A/B testing -- so your digital presence is powering your goals;
  • develop a successful online fundraising program, from payment processing to list management to copywriting best practices;
  • manage the technical infrastructure of a website, from selecting a host to managing DNS and MX records; and
  • implement a powerful content marketing strategy that integrates social media, email, and advertising for maximum results.


Regardless of the level of your experience, learn the experts' secrets of an effective digital strategy from announcement to Election Day.


Ideal attendees are campaign staff, candidates, volunteers, activists, and anyone interested in impacting public policy. This on-demand training uses recordings from the live Digital Campaign School | 2020 Election Analysis hosted January 14 & 15, 2021.


Course Curriculum


  Digital and Fundraising in 2020/2021 | Eric Wilson, Best Practice Digital
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  Ad Planning & Budgets | Clayton McDaniel, The Prosper Group
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  Donor Acquisiton & Growth | Ashton Wilder, OnMessage Inc.
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  Panel: Email Marketing | John Campbell, Abby Alger, and Damian Arias
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  Panel: Digital on the 2020 Campaign | Ron Nehring, Annamarie Rienzi, Jesus Rodriguez
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  Voter Targeting in 2020 and Beyond | Brian Szmytke, i360
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  Ad Creative & Testing | Cole Miller & Tim Briseno, Olympic Media
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  Panel: Social Media for Politics | Ed Williams, Kate Zickel, Stephen Perkins
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  Panel: Content | Dercy Teixeira, Anna Dean, Jeff Vreeland
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  All-star Panel: 2021, 2022, 2024 and Beyond | Brian Lyle, Vincent Harris, RJ Caster
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  What's Next?
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Your Faculty

Digital and Fundraising in 2020/2021

Online Fundraising: Ads, Reporting & Budgets

Online Fundraising: Donor Acquisition & Growth

Panel: Email Marketing

Panel: Digital on the 2020 Campaign

Voter Targeting in 2020 and Beyond

  • Brian Szmytke
    Director of Sales Experience, i360

Social Media: Ad Creative & Testing

Panel: Social Media for Politics

Panel: Content

All-Star Panel: 2020, 2022, 2024 and Beyond

Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
 

The Leadership Institute's mission is to increase the number and effectiveness of conservative activists and leaders in the public policy process.

To accomplish this, the Institute identifies, recruits, trains, and places conservatives in government, politics, and the media.

Founded in 1979 by its president, Morton C. Blackwell, the Leadership Institute (LI) teaches conservatives the nuts and bolts of how to succeed in the public policy process.

The Institute strives to produce a new generation of public policy leaders unwavering in their commitment to free enterprise, limited government, strong national defense, and traditional values.

Institute graduates are equipped with practical skills and professional training to implement sound principles through effective public policy.

LI offers 47 types of training schools, workshops, and seminars and a top-notch intern program. The Institute also provides an Employment Placement Service to help place conservatives in public policy positions and in the broadcast media, at no cost to employers or job seekers.


Visit our main website here for more training opportunities and to learn more.

The Leadership Institute is a non-partisan educational organization approved by the Internal Revenue Service as a public foundation operating under Section 501(c)(3) of the Internal Revenue code. The Leadership Institute does not endorse, support, or oppose candidates or proposed legislation. The Institute has an open admissions policy; all programs are open to the public. Contributions to the Leadership Institute by individuals, corporations, and foundations are tax deductible.