SITUATION:
The Democratic National Committee decided to renovate its existing national technology infrastructure in Washington, D.C to create a more efficient and technologically advanced infrastructure in time for the 2004 presidential election.

APPROACH:
In 2001, QRS performed an in-depth analysis of the DNC's underlying data foundation, website capabilities, and email marketing strategies. QRS examined results of online outreach efforts and conducted interviews with key technology staff in order to determine the utility of the system in place and requirements for improvement. In addition, QRS assembled an advisory panel of database experts, computer science professors, and corporate technology management professionals in order to provide a broad and diverse range of expertise in developing an upgrade strategy.

RESULT:
QRS recommendations and upgrade strategy led to the creation of a number of systems enhancing the DNC's capabilities. These systems include:

• DataMart/Demzilla voter/donor & transactional database systems
  The DataMart / Demzilla 2-database system was built from the ground up and fully replaced the DNC's older database. Information is maintained on donors, volunteers, activists, local and state party leaders, and groups with which the DNC interacts. Improvements over the old database system include reach, availability, customization ability, scalability, data integration, and ease of use.


• Newly designed DNC website
  QRS recommended redesigning the DNC website with an eye on DNC control, fundraising options, and activist management. The newly designed website was launched in March of 2002 with results of increased fund-raising, better donor information, expansion of donor markets, better local organization, and better donor targeting.


• Enhanced email marketing campaign
  DNC online fundraising was one of the shining accomplishments of the 2004 election cycle. Every measurable dimension of online donor activity grew significantly from the 2000 cycle, allowing the DNC to equalize fundraising efforts for the first time in decades.