Here in too sunny, and warm Park City, Utah. Stephen Geer, Director of Email and Online Fundraising for Obama for America is speaking about the use of email in their fundraising efforts. Email was used to empower supporters to mobilize their community, and too create a deeper connection between volunteers and the campaign. Email was also used in conjunction with MyBarackObama.com, for volunteers to organize their own events.
The email channel was a big reason that Barack Obama raised over $500mm online, from 3mm donors. List segmentation and split testing was used. They created the "Non-Test"; a small dollar donor ($5+) was selected to have dinner with Barack. They could not refer to these as contests, so they called them "non-test's". Interestingly, the day after Sarah Palin's acceptance speech was the best day of fundraising for Barack Obama, and the history of politics. Because she attacked community organizers in that speech, and that soundbite got a lot of coverage, community organizers around the country took it as a direct attack on them. These organizers went on the offensive, and the rest is history.
