Post on 29-Dec-2015
SMALL DONORS, ONLINE DONORS AND FIRST-TIMERS
IN THE PRESIDENTIAL ELECTION OF 2004
Phil Noble
2
The BIG Change
“The Internet is some thing fundamentally different. It will change
our world the same way as the invention of the printing press and the
coming of the industrial age.”
Bill Gates
3
The Revolutio
n is Here !
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Internet Revolution...
Day 2, 10:00 am
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Big Events 1994 - 2000
First political website – 1994 Presidential Campaigns Online – 1996 UK Labour ‘message driven’ site - 1997 Gov. Jesse Ventura won via Internet -1998 Sweden SAP – 40% voters, 20 minutes on site McCain online, $6 mil, 140k vol. – Feb 2000 Online voting - Arizona Primary – April 2000 Florida news – CNN +397%, FOX +181%
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Big Events2001- 05
Peer 2 Peer - MoveOn.org, MeetUp, et al South Korean Presidential Election Internet Growth In China War in Iraq, Rise of the 2nd Superpower Howard Dean and the Net Net only content creation - Jib Jab, et al $82 million online $ sustains Kerry Blogs and ‘demise’ of Big 3 agenda setting Tsunami relief
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Charities Raised Online (in millions)
$192$525
$1,025$1,435
$1,900
$3,000
1999 2000 2001 2002 2003 2004
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The Cost of Raising $1
$0.25
$0.63
$0.07
$1.25
From a newdonor via direct
From anexisting donorvia direct mail
Via tele-marketing
Online
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Average Donation: Online vs. Direct Mail
$12
$50
$26
$57
Easter Sealsonline
Easter Sealsdirect mail
NARAL Pro-Choice
Americaonline
NARAL Pro-Choice
Americadirect mail
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$ Raised Online
$0 $1,000,000$6,000,000
$17,000,000
$82,000,000
96Clinton/Dole
99 Bradley 00 McCain 03 Dean 04 Kerry
First Online Fundraising Tool
11Source: Ads2Voter Survey
67 % went on to read about a candidate or
advocacy group's issue platform 43 % registered to receive e-mail notices 40 % viewed a video ad 34 % made a donation online 19 % signed up to volunteer
Online Voter Behavior
37% of likely voters clicked on a political ad
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College Students
48 % consider themselves politically active, here’s how they’re getting involved:
36% signed an online petition
30% written email advocating a position
18% contributed to a political blog
Source: Harvard IOP Study
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‘Disintermediation’of Politics
The Media
Political Parties
Traditional Special Interest Organizations - PACs, Unions,Trade Associations, etc.
Some Fundraising Structures
New actors – MoveOn, MeetUp, etc.
Politicians become ‘channels’
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“Anybody”
can be elected
President
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Welcome to the
Revolution !!