Doorstep meets digital — how Mamdani’s campaign ticked all the boxes for success

In the wake of the stunning victory of Zohran Mamdani in New York City, progressive campaigners around the world have been taking stock and dissecting the campaign. Closer inspection reveals there was no single tactic that clinched victory. It was instead through a winning combination and effective integration of elements in the campaign — especially when it comes to digital and field. 

Kinga Kalocsai & Philippe Bossin are seasoned European campaigners who often provide their experience and expertise within ECDA’s activities and training programs. They were able to get a front-row seat in the final days of the campaign, to get a sense of what made it so unique. They shared their impressions about key aspects of the campaign, and what progressive campaigners elsewhere can learn from the winning formula. 

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Anyone observing Mamdani’s campaign couldn’t fail to notice that what gave it such vibrancy and power was the enthusiasm and energy of its many volunteers. Calls to action were clear and simple: vote for Zohran and volunteer with the campaign by knocking on doors or making phone calls. And New Yorkers answered both calls in large numbers.

This didn’t happen by accident — “a standout feature of the campaign was the focus on volunteer recruitment and management,” explains campaigner Kinga Kalocsai. Volunteers weren’t just an afterthought — they were continuously brought in, supported efficiently, and rewarded for their efforts. “I’ve never seen canvass launches like that before,” adds Kinga. “They weren’t just logistics; they were events designed to harness momentum, remind people why they were involved, and motivate them, but most importantly to build up a community, as well as just having fun together.” In this way, volunteers were made to feel valued, connected, and empowered.

A thank you message to volunteers from the campaign

Playing the field

Community building in the campaign went beyond canvassing. Neighborhood groups were given a high level of autonomy and developed their own character, creating local hubs of engagement. “With WhatsApp groups, volunteers could stay connected in real-time, discussing local issues and organizing door knocking events and social gatherings,” explains Philippe Bossin.

And there was one particularly creative tactic — “a scavenger hunt was organized, promoted by several teaser Reels on Instagram — which was a really original way of getting people out and bringing them together in a way that was a lot of fun,” he adds. 

A user-friendly interface to map volunteer events around the city

Parties and public meetups allowed supporters to connect with Mamdani directly, reinforcing the sense of a collective and horizontal movement. Practical tools supported the grassroots effort: “canvassers were given folders with QR codes linking to endorsements, which later helped map voter engagement,” says Kinga. Leaflets and door hangers were translated into languages spoken widely in the various neighborhoods, ensuring communications were relevant and accessible for each local area.

How digital supercharged strong field organizing

Digital infrastructure supported the field effort seamlessly. A volunteer website mapped events across the city, making it easy to sign up. Automated systems reminded volunteers and tracked referrals. Perhaps most importantly, "throughout the campaign organizers were thinking about, and planning for the day after the election,” explains Philippe, “by launching a fundraising push immediately after to build on the momentum.”

Social media is most effective when it amplifies, not replaces, grassroots organizing

“For me, one vital takeaway is that social media is most effective when it amplifies, not replaces, grassroots organizing,” says Philippe. Posts and reels showed Mamdani engaging directly with voters, often in the heart of New York City, grounded in everyday life rather than on a political stage.

The campaign also created tools that translated policy into tangible, shareable impact. For example, a savings calculator showed voters exactly how policies would affect them in concrete USD terms, turning abstract slogans into personalized outcomes.

Mamdani magic?

These takeaways show there was no single ‘magic bullet’ in Mamdani’s campaign – rather, it brought together a winning combination of people, tools, and ideas. “This mix of creativity, message discipline, community-rooted authenticity, and digital-field integration is what made the campaign so special and helped it succeed,” says Kinga. “What is even more important is that they were prepared for the day after the elections. Not only prepared to govern, but to keep all the activists and their energy engaged. Of course, they had a moment of celebration, but then they continued the field work and actions to strengthen Zohran’s policies,” she adds. 

This mix of creativity, message discipline, community-rooted authenticity, and digital-field integration is what made the campaign so special

For campaigners like Kinga and Philippe, seeing the campaign close up was a valuable experience — not to try to replicate it, but as a source of inspiration for the kind of innovative thinking, groundbreaking ideas, and risk-taking that can turn a local campaign into a global phenomenon that reverberates around the world. 

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Need advice to plan and organize your campaign? ECDA’s experts are here to help! Just get in touch with us at: info@europeancenterfordigitalaction.eu