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Loren Merchan is Partner and President at Authentic, a digital consulting and fundraising company working with Democratic and Progressive campaigns. Loren emphasizes the need for buy-in from campaigns and committees that digital is an important persuasion investment and not just an extension of traditional media. We talk about: Why digital experts need to run the digital persuasion program rather than leaving it to traditional consultants who are buying television Who might be most persuadable using digital tools Recognition of new media habits and reaching chord cutters Unique things digital can do to engage and persuade voters rather than just talking at them Value of contrast messaging Reaching voters with accurate information through ads Running smart GOTV programs @Authentic_HQ #VoterPersuasion #Fundraising #Voters Authentic.org