A very good article over at The Atlantic explores exactly how Obama has been able to raise tens of millions without having to do much except campaign.
The secret? Embrace the social networking model, give people the tools to bring their friends into the campaign and let them grow the base for you…
When My.BarackObama.com launched, at the start of the campaign, its lineage was clear. The site is a social-networking hub centered on the candidate and designed to give users a practically unlimited array of ways to participate in the campaign. You can register to vote or start your own affinity group, with a listserv for your friends. You can download an Obama news widget to stay current, or another one (which Spinner found) that scrolls Obamaâ€™s biography, with pictures, in an endless loop. You can click a â€œMake Callsâ€ button, receive a list of phone numbers, and spread the good news to voters across the country, right there in your home. You can get text-message updates on your mobile phone and choose from among 12 Obama-themed ring tones, so that each time Mom calls you will hear Barack Obama cry â€œYes we can!â€ and be reminded that Mom should register to vote, too.
â€œWeâ€™ve tried to bring two principles to this campaign,â€ [Obama’s new-media director Joe] Rospars told me. â€œOne is lowering the barriers to entry and making it as easy as possible for folks who come to our Web site. The other is raising the expectation of what it means to be a supporter. Itâ€™s not enough to have a bumper sticker. We want you to give five dollars, make some calls, host an event. If you look at the messages we send to people over time, thereâ€™s a presumption that they will organize.â€
The true killer app on My.BarackObama.com is the suite of fund-raising tools. You can, of course, click on a button and make a donation, or you can sign up for the subscription model, as thousands already have, and donate a little every month. You can set up your own page, establish your target number, pound your friends into submission with e-mails to pony up, and watch your personal fund-raising â€œthermometerâ€ rise. â€œThe idea,â€ Rospars says, â€œis to give them the tools and have them go out and do all this on their own.â€ The organizing principle behind Obamaâ€™s Web site, in other words, is the approach Mark Gorenberg used with such successâ€”only scaled to such a degree that it has created an army of more than a million donors and raisers. The Clinton campaign belatedly sought to mimic Obamaâ€™s Internet success, and has raised what in any other context would be considered significant money onlineâ€”but nothing like Obamaâ€™s totals, in dollars or donors. John McCainâ€™s online fund-raising has been abysmal.
The social-networking model provided Obama with something that insurgents before him, from Gary Hart to McCain, always lacked: a means of capturing excitement and translating it into money. In the 2004 primary, Howard Dean raised $27 million online. Obama is fast approaching $200 million.
Note my emphasis above. Obama is just destroying McCain when it comes to outreach and voter registration, so even if white, working class voters don’t embrace him, it may ultimately not matter because McCain won’t be able to reach them anyway.
One BIG caveat with all this: the one thing you can’t underestimate is the power of Obama’s message of hope and change. All of these fancy social network tools would mean nothing if people don’t care enough about “the message” to passionately use them. And every single candidate from here on out should remember that because no amount of technology can vault you into the position Obama finds himself in now.