PROBLEM
The Lisa Nandy for Leader campaign was launched as part of the UK Labour Party leadership election in early 2020. With a tight timeline between the opening of member voting and the ballot close, the campaign needed a rapidly deployable, secure data management and outreach solution to support volunteer‑led engagement with party members.
Campaign teams were tasked with conducting large volumes of voter outreach, capturing voting preferences, and reporting insights back to campaign leadership—all within a matter of weeks.
Key challenges included:
- Extremely limited implementation timeframe
The platform needed to be implemented, configured, and adopted in a matter of days to support active campaigning. - Need for secure, trusted data handling
Voter data had to be stored, accessed, and managed in a secure and reliable environment. - Rapid volunteer onboarding
Volunteers needed to be trained quickly so they could begin outreach activity without delay. - Efficient voter engagement at scale
Campaign administrators required clear call lists, reporting, and visibility to coordinate engagement efforts effectively. - Scalable structure with flexibility
The solution needed to support rapid changes in campaign priorities and volumes as the election progressed.
The campaign required a cloud‑based CRM and marketing platform that could be deployed quickly, scale flexibly, and support efficient data‑driven campaigning.
SOLUTION
Cooper Parry Digital implemented Salesforce Sales Cloud and Marketing Cloud Account Engagement (Pardot) to deliver a fast, flexible, and secure data and engagement platform tailored to the needs of a short‑cycle political campaign.
The solution included:
- Rapid Salesforce and Pardot deployment
Salesforce Sales Cloud provided the core data management and reporting platform, with Pardot supporting email and engagement functionality. - Centralised voter data management
All voter information was held in a single CRM environment, enabling structured call lists and consistent data capture. - Efficient data upload and management
Voter data was uploaded and maintained centrally, allowing campaign volunteers to focus on outreach rather than administration. - Volunteer‑friendly workflows
Salesforce out‑of‑the‑box features such as accounts, reports, and dashboards were used to quickly establish an operational backbone. - Sales and marketing integration
The combination of Sales Cloud and Pardot enabled seamless coordination between outreach activity and reporting. - Fast user training and enablement
A train‑the‑trainer approach was used to rapidly upskill campaign leads, who then supported wider volunteer adoption. - Appointment of platform super‑users
Designated super‑users ensured best practices were followed and provided ongoing platform support throughout the campaign. - Built‑in flexibility for campaign shifts
The cloud‑based structure allowed the campaign to scale activity up or down as priorities evolved.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital enabled the Lisa Nandy for Leader campaign to operate efficiently under intense time pressure.
Key outcomes included:
- Five‑times faster voter outreach
Centralised data and optimised call lists dramatically increased the speed of voter engagement. - 50% reduction in staffing requirement
CRM‑driven efficiencies reduced the number of people required to manage outreach operations. - Twelve‑fold increase in daily voter contact
Improved workflows enabled volunteers to contact significantly more voters each day. - Successful implementation within one week
The full Salesforce and Pardot environment was delivered and operational in just seven days. - Improved campaign visibility and control
Real‑time reporting allowed administrators to track engagement progress and make informed decisions quickly. - Scalable and adaptable campaign platform
The solution supported rapid changes and high data volumes typical of national election campaigns.
The campaign benefited from a proven, enterprise‑grade CRM platform that enabled efficient voter engagement, accurate reporting, and effective use of limited resources in a high‑stakes, time‑critical environment.
