Campaigning Online

Confidential

Your Digital Campaign

What is Campaigning Online?Digital touches everything – Media and Technology

Digital

Comm-unications

Fund-Raising

Political

Voter Contact

Start with a Website

Must Haves

A purpose

Donations/ Sign ups

Good photos and images

Content Management System

No’s

Flash / Sound/ Music

Too much text

Ties and Suits

Bad = No Content

Bad = Forget to buy your domain

Bad = Too Busy

Good = Simple and Focused

Good = Creative to Make a Point

Then go where people are

• Social Media• Facebook• Twitter• YouTube

• Email• Text Messaging

Why? Not just to post cool photos and videos.• Collect Data• Brand yourself and your opponents• Raise Money• Build lists• Encourage volunteers

Social Media

Social Media

Get some money!

Asking for money via Email is still BY FAR the #1 way to raise money online:• Obtaining opt-in emails is key• Writing, testing, and sending good copy to these individuals is an

important task• Social media, video and other techniques can supplement, but

will trail far behind email in use for online fundraising

ConvertBuild

RelationshipAcquire Email

Methods of Prospecting for Emails

Online Ads in Combination with a Petition or other

sign-up campaign

(Non FR Email Opt-Ins)

Email List Rentals (Direct Asks)

Online Advertising (Direct Asks)- Search, Re-

targeting, Cookie Targeted

Data Appends, Exchanges, and other Negotiated

Efforts

Prospecting

Cost of Ads = $515,000

Cost per donor = $25.44 (20,246 donors)

Average Value of Donor (3 mos) = $62.47

Emails