MOBILIZING GRASSROOTS AND LEGISLATIVE ACTION
GOAL: Alaska’s Future wanted to build public support for a comprehensive fiscal reform package to address Alaska’s $6+ billion budget shortfall. This included cuts to the Permanent Fund Dividend (PFD), spending reductions, and modest revenue increases—each highly unpopular on its own.
KPIs: Supporter acquisition and mobilization, issue recall, and favorability.
STRATEGY: AMP focused on educating segmented audiences with targeted messaging tailored to their values and priorities. The strategy emphasized the necessity of a three-pronged solution, using data-informed audience profiles to shape communications and build consensus.
IMPLEMENTATION:
- Custom audience targeting based on policy sensitivity:
- Spending cuts: Conservatives, fiscally responsible independents, non-government workers
- Revenue increases: Liberals and Democrats
- PFD reductions: Government employees, teachers, healthcare workers
- Keyword-targeted digital messaging aligned with each audience’s key concerns
- Built interactive budget tools to demonstrate the difficulty of balancing the budget without using all three components—boosting average time-on-site by over 200%
- Used message testing and behavioral data to refine outreach throughout the campaign
OUTCOME:
- Public support for the fiscal plan rose from 8% to over 70%
- Alaska’s legislature passed the comprehensive reform package
- The campaign helped shift public opinion on previously untouchable issues, enabling long-term fiscal stability for the state