WHEN IT COMES TO REACHING WOMEN VOTERS, CONSERVATIVE CAMPAIGNS AND COMMITTEES ARE BEING OUTWORKED, outsmarted and out organized. The Unlocking Potential Project seeks to invest in a robust and aggressive grassroots organizing operation that will train activists, deploy field staff, and utilize the best technologies to identify, persuade and turnout voters in 2014.
It is well known that Republicans face a gender gap and a technology gap. It is less known that we also face a ground game gap. The 2012 Presidential election made this reality stark. While democrats invested heavily in field operations the REPUBLICANS DID NOT KEEP UP.

Keller, Michael. “Ground Game: Obama Opens Up Big Lead in State Headquarters.” The Daily Beast. 19 Oct, 2013.

Republican campaigns are typically quick to eschew these stats and focus on voter contacts or gross ratings points. This approach has not worked. This spin doesn't obscure the fact that one of the things that’s missing from our campaign is personal contact.

We will implement a different approach, one that shifts the metrics from voter contacts, to voter conversions. Having studied some of the most aggressive field operations of recent campaigns, we have concluded that a robust investment in a field program that prizes a genuine dialog with voters over a contact based approach will yield dividends for our candidates. Personal interactions, face-to-face, person-to-person interactions are one of the most effective ways to grow a party and turnout the vote -- and we don't do enough of it.

Our approach relies upon years of rigorous testing and academic literature that shows the effectiveness of grassroots organizing on both turnout and persuasion. As one political scientist wrote on the topic, "An impressive amount of evidence collected across varied settings shows that grassroots campaigns, both partisan and non-partisan, can boost turnout through door-to-door canvassing." This and other research has shown that personal contact, especially face-to-face, can drive turnout and persuade voters to change their ballot choices.

In order to win women voters, we can't just use more of the same tactics and expect different results. The stakes are too high. The solution is too clear.

SO WHY GRASSROOTS AND WHY NOT TELEVISION ADVERTISING?

We believe that a ground up approach to organizing and communicating with voters and potential voters is what is needed within the conservative movement. If history is any indicator then there will likely be plenty of resources for candidates, causes, organizations, and Super PACs to run television and radio advertising this year. These efforts are important, but they are not what we need more of. In the closest races in the country more advertising, at saturation levels, to our target audiences will have diminishing returns. Research has shown that the net effects of television advertising are effective, but short lived. We seek to supplement the efforts that these organizations will be doing, by doing what otherwise would not be done -- and we are looking to do it in the toughest states, and the hardest races.

The target states for our effort will be Colorado, Iowa, Michigan, New Hampshire, North Carolina, and Virginia. These are swing states. These are some of the closest and toughest fought Senate races in the country. And these are states where our efforts can make a real impact. If we -- as a movement -- are to be successful, we must learn from the past, implement programs based upon the best research, utilize rigorous testing, and analyze honestly what is needed. We have concluded this is what is needed, and it is needed now.