Humble Beginnings:

Automating
Politics

Case Study: Building Renew Party's Digital Presence from the Ground Up

Background: Renew arose as a grassroots political movement in response to the Brexit vote. Its mission was to give a voice to those frustrated by the polarized political landscape in the UK. Despite having a small initial presence, consisting of a hastily put-together website, the party lacked a coherent digital marketing strategy and the infrastructure needed to grow its membership or engage with potential supporters effectively. The team itself consisted of individuals from varied political backgrounds—former Tories, Labour activists, and politically unaffiliated members—all brought together by a shared belief in Renew's mission but lacking experience in political or digital campaigning.

This is where I came in. After sending a cold email to the party, I was contacted by Richard Breen, the chairman, who asked about my digital marketing experience. My recent return from Kyiv at the age of 20 years old, and my background in political campaigning made me stand out, and I was soon given the opportunity to spearhead the development of Renew's digital presence from scratch.

The Key Goal: The objective was threefold: to establish an effective voice for Renew Party online, set up revenue streams through donations and memberships, and help the party grow by engaging and converting interested supporters into active members. Essentially, I was tasked with building the foundation that would enable Renew to function and thrive as a modern political party.

The Implementation:

Building the Team: I built the digital marketing team from the ground up, sourcing talent from a mix of job platforms like Indeed, my professional network, and individuals who showed exceptional skills. Beyond the standard roles of social media managers, web developers, and content creators, I sought out individuals with a political flair—people who understood the unique requirements of political work. One notable hire was a PhD graduate whom I recruited to create a Python script capable of tracking parish council elections that often go unnoticed across the UK. This helped us capitalize on potential opportunities for grassroots influence.

Platform and Tools: The tools we used were largely determined democratically by the party, though not always in the most cost-effective manner. For example, the decision to use NationBuilder—a platform popular among political parties—came with a hefty monthly fee that might have been avoided by opting for an in-house solution. However, we adapted and used NationBuilder to build the website, manage memberships, and automate communications. We also integrated tools like Google Analytics for monitoring web traffic, Stripe for payments, and standard social media platforms for outreach.

Website Development and Automation: The website needed to serve as both an information hub and a conversion tool. My team and I built a comprehensive site that clearly articulated Renew's mission and provided clear calls to action—whether to join, donate, or get involved. We used simple forms and dedicated landing pages for specific campaigns to ensure that supporters knew exactly where their contributions were going. We also set up automated recurring donations using Stripe, allowing us to create a reliable revenue stream.

Digital Campaigns and PR: To engage new members and secure funding, I led campaigns that utilized targeted ads, social media outreach, and SEO tactics. Within the first six months, our efforts resulted in approximately £100,000 in donations and a growing online community that provided vital support to the party's cause. The momentum we built even attracted positive PR coverage, which was an unusual but significant achievement for a new political startup.

Challenges: The biggest challenge I faced was navigating the political personalities within the party. Politicians—and aspiring politicians—often believe they know best, which sometimes meant I had to compromise on best practices in digital marketing in favor of decisions made by those in power. While this occasionally led to inefficiencies, I focused on delivering the best possible outcomes within these constraints.

Outcome: Despite internal challenges, the digital infrastructure we built allowed Renew to carve out a distinct online presence in a crowded political environment. We established stable revenue streams through automated donations, grew the party's membership significantly, and built an engaged online community from scratch. In just six months, the party raised £100,000 in donations, built a brand-new website, and set up automated systems that drastically reduced the administrative burden of running a political movement.

The impact of our efforts went beyond just numbers. Renew became a key player in the pro-EU, anti-Brexit movement, and the infrastructure we developed played a crucial role in making that happen. Although Renew eventually merged with another party and wound down its operations, I am proud to have contributed to such a meaningful cause.

Conclusion

The experience of setting up Renew's digital marketing from scratch was an exercise in resilience, creativity, and navigating complex personalities. Despite the challenges, we succeeded in building a robust digital platform that amplified Renew's voice, brought in much-needed funding, and fostered a thriving community of supporters. The case study of Renew Party shows that, with the right tools, strategies, and determination, even a grassroots movement can make an impact and sustain itself in the digital age.

Here is what Richard had to say about our time working together:

”I’ve worked closely with Dylan for years, and I can say without a doubt that his expertise in digital marketing and automation transformed our movement. He took our small online presence and built a robust digital machine that reached thousands of supporters, automated recurring donations, and made our party look as professional as any major political organization. His talent and drive were absolutely essential to our success.”

• Richard Breen, Chairman, Renew Party