Reading about the Obama’s new media campaign and listening to our online campaign guru guest speaker, Tim Tagaris this week, I was amazed by the organizational structure and depth of tactics available to campaigns in the digital age. But perhaps what amazed me most was their ability to turn supporters into friends…including, but not limited to facebook.
Coming from a grassroots campaign background myself, I always approached the task of crafting an email by asking myself, “how can I get them to read this?” I felt good about my average open rate (47%) when I read the non-profit statistics from 2007-2008 (16-17%). I had the advantage of working on issues at the very local level and for limited periods, raising individual’s identification with the issues and reducing fatigue. I poured my energy into drafting succinct, action-oriented messages and updates that kept people’s attention with interesting images. My goal to get supporters to open (and read) my email after the emails from their son at college, weekly bridge group and college friends. In other words, I hoped to be at the top of the list after the personal emails. What I realized while reading about the Obama campaign, however, was I had it wrong. I should have been focusing less on securing my spot after the personal emails and more on becoming the personal emails.
The Obama campaign is an incredible example of making politics personal. Their use of video both transported supporters around the country with the campaign and humanized the campaign staff through “heart-to-heart” type updates. Sitting in their offices or living rooms, supporters were trained to feel valued, feel important and feel included. The casual tone of email, the targeted messaging, the use of timely text messaging…all contributed. It was a well-coordinated and masterfully created reality-TV-like story in which supporters grew to know and feel part of what was going on.
While my informative and utilitarian emails could definitely have learned from this personalizing story approach, I think that the take-away for highly local elections or issue campaigns needs tweaking a bit. What the Obama campaign did was essentially build the feeling of a local campaign at a national level. On a local campaign, for instance, the candidate or the campaign manager often stops by phone banks and joins volunteers for precinct walks, thanking and energizing volunteers. Supporters get that buzz by going to rallies or campaign meetings, reading their friend’s letter to the editor, interacting with the campaign staff or watching supporter IDs grow on a large cheesy paper thermometer. The campaign already has a personal face that is built in person. There is no doubt that a complimentary online campaign could add to the efforts, but at what cost? Would it scale? Would the time lost in creating the personal experience offline be made up online?
I was interested to hear our speaker, Tim Tagaris talk about his experience because he has had great success using the Internet to buoy underdog candidates in smaller campaigns (one anti-war Iraq War vet running for House seat in Illinois and the other the Lieberman/Lamont Senate race). Both of these campaigns had great success online, although mostly focused on fundraising rather than organizing like the full-blown Obama campaign. This success surprised me as just the week before we had discussed in class how online campaigns have a hard time scaling below the national level. Interestingly, Tim’s campaigns seemed to be a strange hybrid – local or statewide elections that due to the political environment and Iraq War focus, rose to national prominence. In these examples, the online efforts served as a way to get people involved from all over the country and the organizing was still left to the offline field staff. The value add was still mostly on a national level, growing the pool of interested supporters who can contribute monetarily. I was left with my questions of the value of a full-blown online strategy at the local level.
I would love to see the statistics on Obama for America’s click-through rates. They raised $656 million online, but from how many people? If it is anything like the rates non-profits experienced in 2007-2008, it’s less than .2%. If you apply that to a mayor’s race in a city with a population of 150,000 or even a state like Connecticut, population 3,510,297, you don’t make a dent in the kind of money that is needed to win (a donation rate of .5% giving $10 of the entire population of Conneticut would result in $175,515 – Lamont spent $17 million).
I’m sure after the next major election cycle, more will be written about the use of new media in local campaigns, but for now, the take-away for me is…do what we knows works – make it personal, make it about a friendship with the campaign whether online or offline and look to the Obama campaign for innovative inspiration to figure out what else a campaign might consider in its strategic cost-benefit analysis.

Looking forward to next Tuesday when my professor, Vali Nasr, will be on the