Kyle McDermott, Author at JVA Campaigns


Kyle McDermott, Partner

Kyle McDermott has spent his twenty-year career advising labor unions, corporations, associations, political parties, candidates, and ballot initiative coalitions. It is rare to find a single individual with this breadth of experience, relationships, and ability to navigate complex organizations and situations.

Before joining JVA Campaigns, Kyle spent over a decade in the labor movement, managing state and national advocacy campaigns and developing and implementing winning ballot initiatives and public affairs campaigns. He is a trusted advisor to governors, US Senators, presidential candidates, national labor leaders, and CEOs.

Since joining JVA in 2013, Kyle has used his deep understanding of working-class voters to design highly effective political and public affairs campaigns that deliver success where others have failed. Additionally, he leads JVA’s Gaming Division—winning crucial victories across the country for casino operators.

Understanding Your Audience: The difference between Conservatives and Liberals

Understanding Your Audience: The difference between Conservatives and Liberals

Understanding how voters think and receive messages is the first step to winning moderate and conservative-minded voters. To win the vote, you need to meet the voter at their value system.

Conservative Mindset – Strict Father Figure Model

  • Moral hierarchyIn-group nurturance
  • Personal responsibility
  • Activated by fear
  • Embrace loyalty/authority

Progressive Mindset – Nurturing Parent Model

  • Nurturance
  • Government protection
  • Fairness/Equality
  • Empathy

Moderate Working-Class Voters

  • Pride in culture, background, and community
  • Respect for tradition
  • Belief in personal responsibility, character, and hard work
  • Respect for law and law enforcement
  • Love of freedom
  • May dislike forced interference [gov’t, media, social media]
  • May feel superior
  • Often resentful toward elites
  • Often begrudge political correctness

How We Win Moderate/Conservative Voters

  • Values matter more than issues
  • Focus on loyalty, community, and freedom
  • Create empathy locally – avoid nationalizing your race at all costs
  • Don’t attack views/opinions – listen and relate
  • Frame issues using metaphors, images, and emotion
  • Be present – at events, through handwritten letters, social media, etc.
Essential Campaign Tools: Direct Mail

Essential Campaign Tools: Direct Mail

Year after year, direct mail continues to prove itself as an essential tool for winning campaigns. It is the most persuasive and cost-effective messenger for candidates trying to reach swing voters. Here’s why:

  • You make the decision: Direct mail allows candidates to decide exactly when they want their messages to be received by their target audiences. Ninety-eight percent of consumers bring in their mail the same day it’s delivered.
  • Mail allows you to integrate, repeat, and validate: Multiple direct mail pieces to a target audience allow candidates to reinforce their messages and gain name recognition. Direct mail’s effectiveness can also be boosted by layering it with digital.
  • Mail is powerful and targeted: Direct mail has eight seconds from the mailbox to the trash can. Effective direct mail will catch the voters’ eyes with quality photography and engage them with concise and targeted messaging.
  • Mail drives voters to take action: Over half of Americans said that they are more likely to search for information on a candidate after receiving direct mail. Candidates can direct voters to visit their websites for more information or to donate to the campaign.