Gather Ye Data — Just Be Sure to Use It Well

That first means getting it together — and keeping it together — on the data front. Then we need to make meaningful use of that data in a way that is invisible to donors, otherwise they’ll perceive it as fake and insincere.

A recent letter from Laura Bush on behalf of the Republican National Committee contains a wonderful example of what I mean by data-usage invisibility. The baronial package contains a birthday card the first lady is asking me to sign and return in time for her to give it to the president.