The Washington Post has a great article about the strategy behind Barack Obama’s online fundraising.
Obama’s unprecedented online fundraising success is often depicted as a spontaneous reaction to a charismatic candidate, particularly by young, Internet-savvy supporters. But it is the result of an elaborate marketing effort that has left Sen. Hillary Rodham Clinton, his rival for the Democratic nomination, and Sen. John McCain, the presumed Republican nominee, struggling to catch up.
Obama aides say their goal has been to “build an online relationship” with supporters who will not only give money but also knock on doors and help register voters for the candidate. To do so, they have spent heavily on Internet ads — $2.6 million in February alone, more than 10 times as much as Clinton and more than 20 times as much as McCain.
Ads for Obama pop up on political Web sites, such as the left-leaning blog Daily Kos, and on more general ones, such as those of newspapers. Anyone visiting the Dallas Morning News in the weeks before the Texas primary, for instance, was likely to see an Obama appeal stretched along one edge of the screen. The campaign has also attached ads to certain search terms, such as “Iowa caucus locations” or “Ohio primary,” on Yahoo, Google and Microsoft search engines.
Obama has targeted unlikely sites, such as the conservative Washington Times, where an ad for the candidate appeared yesterday on the same page as a story about an economic speech he gave that morning. But a click on the ad did not lead to a request for donations; instead, it took users to a page where they could sign up for invitations to campaign events.
This approach — not directly asking for donations — has been part of the campaign’s strategy of slow-walking its way into supporters’ wallets. Newcomers are led to a blog and an online store and are offered a chance to join local Obama groups.
The approach is contrasted in the article with Senator Clinton’s very blunt, “give us money”, approach to e-mail writing. The article also offers some numbers on what the success has cost:
Obama’s online investment has not come cheap. In January, he spent $768,000 on Web ads, while Clinton spent $171,000 and McCain spent $151,000, campaign finance records show. In February, when Obama spent $2.6 million on ads, Clinton spent $198,000 and McCain spent $111,000.
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