It was 1975—a time when volunteers still addressed campaign literature by hand and no one thought of Iowa as important in presidential politics.

Few candidates had seen a "walking list", telemarketing for campaigns was unheard of, political direct mail was in its infancy, and "sound bite" was a new-fangled expression.

The L2 Story

The early Years

Over forty years ago in the state of Washington, at a time when few saw the need for more sophisticated campaign tools, a community activist had an idea. Lourene Criddle, a volunteer for numerous candidate and issue campaigns in California and Washington, sensed the wave of changes that were about to break over the political landscape, and Labels & Lists, Inc. was born.

Processing Data

Formed for the sole purpose of utilizing modern data processing techniques in the service of campaigns, her small company soon became a phenomenon. Lourene’s graduate school training in education at Columbia University and her resulting experience as a teacher combined with her raw energy and determination to make the fledgling company a success. Linden Criddle, Lourene’s husband, was asked to join the effort and at a time when you could count on a few fingers the number of similar processors nationwide, Labels & Lists began to help shape the political landscape.

Setting a Standard

To complement Lourene’s foresight and her intuitive and practical understanding of the needs of candidates, Linden brought with him years of senior management and data processing expertise in high tech companies including Bell & Howell, Ampex, Scientific Data Systems, and the Tally Corporation. As a Vice President of Operations he had utilized the electrical engineering training he had received at Berkeley to supervise the programming of some of the earliest commercial computers. Now at Labels & Lists he put all that experience to work in processing voter files.

And then Labels & Lists grew

With little fanfare but with a healthy seriousness of purpose and a dedication to its customers, Lourene and Linden’s once small firm became the standard for political data processing. Today, under our new name L2, we are neither small nor local. L2 is now the nation’s leading independent voter data and technology firm, processing voter data around the clock for all 50 states and DC and making that data available for analysis in the industry’s leading technology platform, L2 VoterMapping™