9-Week Live Course

Essentials of Digital for

Political Campaigns

Learn essential strategies, tactics, tips, and technologies to run an effective digital program for your political campaigns.



Classes Thursday 6 ET / 3 PT January 23rd  – March 19th. 

Only $399

What you’ll learn:

Essential Digital Strategy


Every campaign has its own pathway to victory. In this 9-lesson course, you’ll learn essential strategies to win — and how to individualize your campaign efforts for maximum impact. 

Each lesson offers expert strategies designed specifically for political campaigns of all sizes. Together, we’ll ensure you know what you need to create a holistic digital plan to help your campaign win.


Digital Tactics to Win Political Campaigns

These days, “digital” can mean a lot of things. We’ll give you the foundation you need to choose the most effective strategy, tactics, and technologies to reach and energize supporters to win.

Content that engages

Engaging content and compelling messaging are central to any digital strategy.  In this cohort, you’ll learn how to collect and create content that authentically engages your supporters and voters.

Digital Advertising

In today’s political campaigns, smart digital advertising is a requirement. In this cohort, you’ll learn how smart investments in digital advertising can help your campaign boost voter persuasion, supporter recruitment, fundraising,  get-out-the-vote efforts, and other campaign objectives.

About the Instructor

Brad (Schenck) Caldana is a leading digital and engagement strategist for nonprofits and political campaigns. He’s been driving engagement via the internet for over a decade and the author of “The Digital Plan — Strategic guidance and planning to: Win political campaigns. Grow nonprofit organizations. Launch projects and meet goals.”

Important roles he’s held: President Obama’s 2012 Training Director and battleground state digital strategy, Digital Strategy for the Democratic National Committee, Digital Strategy for the Obama-Biden 2012 Inaugural team, founding Digital Strategist for Organizing for Action, CREDO SuperPAC Digital Strategy, Head of Engagement for Vote.org, Rainforest Action Network Digital Engagement Director, and dozens of other campaigns and international nonprofits.

Course Details

This is a live 9 lesson course

Lesson #1

January 23rd 6 ET / 3 PT

Visual Branding & Narrative for Political Campaigns

      • How branding & narrative online wins campaigns
      • Understanding your brand
      • Why your story and narrative matter
      • Your brand is your story

Lesson #2

January 30th 6 ET / 3 PT

Email Strategy for Political Campaigns

  • How strategic email communications helps win campaigns
  • Fundamentals of Email Strategy
  • Essential Segmentation and Audience Management
  • Essentials of list building
  • Combining Email and Digital Ads
  • Essentials of Testing Email Copy and Content

Lesson #3

February 6th 6 ET / 3 PT

Website Strategy 

for Political Campaigns

  • How strategic websites win campaigns
  • Website strategy as core online strategy
  • Essentials of website strategy
  • Understanding website platforms and project scoping basics.
  • Digital Ads and your website

Lesson #4

February 13th 6 ET / 3 PT

Digital Advertising for Political Campaigns

      • How strategic digital advertising wins campaigns
      • Digital Advertising Framework Strategy
      • Basics of Facebook Ads
      • Basics of Google Ads
      • Budgeting for Ads Basics

Lesson #5

February 20th 6 ET / 3 PT

Social Media for Political Campaigns

  • How strategic social media wins campaigns
  • How to choose which social media platforms to use — and which you can ignore
  • Building capacity for good impact on social media
  • Resources for great social media
  • Understanding the intersection of social digital ads and organic content


Lesson #6

February 27th 6 ET / 3 PT

Broadcast and Peer-to-peer Texting for Political Campaigns

      • How strategic texting wins campaigns
      • Text messaging’s impact on recruitment, organizing, fundraising, and voter engagement.
      • Broadcast versus Peer-to-Peer Texting
      • How to choose your texting tools and basic implementation

Lesson #7

March 5th 6 ET / 3 PT

Video Strategy for Political Campaigns

  • How compelling video wins campaigns
  • Why video is essential to political campaigns
  • Basics of video strategy
  • Video essentials in digital ads


Lesson #8

March 12th 6 ET / 3 PT

Digital Fundraising for Political Campaigns

  • Digital fundraising to win campaigns
  • Core ways to fundraise online
  • Fundraising realities with scale
  • Narrative and fundraising
  • Email as your core strategy
  • Digital Ads in your fundraising strategy


Lesson #9

March 19th 6 ET / 3 PT

Digital Organizing for Political Campaigns

  • How digital organizing wins campaigns
  • What digital organizing is
  • Digital Organizing for campaigns of various sizes
  • Ways to approach digital organizing


This course is great for:


Digital strategy is essential for modern political campaigns. This cohort will help you build an effective digital strategy, so you’ll know what you need to know and can focus on winning.

Digital Staff

Digital Strategy for campaigns is different than running digital for companies or nonprofits. We’ll help you navigate the quirks of digital political campaigns by helping you develop specific skills and knowledge you need to run a winning digital program for a political campaign.

Staff & Volunteers

We’ve helped enough campaigns to know that people often wear multiple hats in a campaign office — and that often it’s volunteers, not paid staff, who carry out important roles. If you’re one of these largely unsung heroes, this course is for you! It will help your personal impact and support the candidates who you feel best represent your values.

Select payment plan
Course Only
Full cohort including this course
Essentials of Digital for Political Campaigns
9-Week Live Course
Essentials of Digital for Political Campaigns
Nine 60-90 minute weekly sessions to learn the essential strategy, tactics, and tips to manage a strategic digital strategy for a political campaign
Contact Information
Select payment plan
Course Only
Full cohort including this course
Digital for Political Campaigns Strategic Cohort — 2020
This is a powerhouse cohort led by Brad (Schenck) Caldana former Obama campaign and DNC digital strategist. Take control of your digital strategy and focus it to win your campaign! Special price thanks to generous funders helping lower the cost for all campaigns. $25 for additional staff or local party volunteers. Members of marginalized communities running for office email support for flexible pricing.
$149.00 every month
$49.00 every month
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