Presidential candidates, in particular Democrats, are raising gobs of funds online, and it’s nowhere near decision time.  How are they doing it? They’ve raised more than $42 million online to date. Democrats raised 66% of the total ($28 million) and the Obama campaign raised 40% ($17 million). 

$42 million is a hearty chunk of the total $265 million raised overall by candidates.  For most nonprofits, it’s an enormous online sum —excepting national disaster relief organizations like Red Cross, who’ve seen half a billion dollars come in online in a disaster year. It parallels national health organizations like Leukemia and Lymphoma Society and American Cancer Society, whose online “thon” events have raised tens of millions.

Sure, more Americans are online now than in 2004, and still more are giving online. But that doesn’t begin to explain the huge online giving to campaigns that are more than a year from their climax. So what’s influencing the online fundraising success this early in the race, and what’s setting Obama’s campaign apart from the others?  Consider these factors as shaping online giving’s impact in the current presidential race:

Current donor attitudes:  Polls indicate a number of Americans are dissatisfied with the current administration and Congress. This can galvanize opposing-party donors—i.e., the “common cause” motivation, donating to oppose the status quo.  It could also be causing same-party constituents seeking a “change” to donate or sign up to learn more about the other party’s offering.

Well-established social media and network presence: Howard Dean’s 2004 campaign pioneered blogging tactics and drawing support from grass-roots donors to launch personal web campaigns, host house parties and employ peer-to-peer (voter-to-voter) fundraising. Since then, the realm of online community has exploded, and people have become extremely familiar with the “space” in a short period of time. We’re seeing most of the candidates at play in spaces like FaceBook.

Obama’s “star” online campaign:  Obama’s doing something right, raising 40% of all online funds across the presidential campaigns. What’s interesting is that his site, social media presence, sign-on messaging and e-communications aren’t so technically different than other top line players. (Of course there are the unique nuances of engagement—like personal dinner invites from Obama, Elizabeth Edwards’ pie incentives, Giuliani’s 12 Commitments, or Clinton’s “Sopranos” online video.) But a campaign doesn’t thrive on tools and special “effects” alone. Obama is obviously creating more excitement and momentum behind his message and his media. 

Web Staffing 3:1 Democrats’ Advantage:  Campaign observer Patrick Ruffini reports Democrats’ web staff is triple that of Republicans. He describes the advantages of a well-staffed in house web team, as providing “boots on the ground to drive content, marketing ideas, and ensure that the effort stays relentlessly in synch with the campaign’s message.”
 
Food for thought, as you evaluate, build and develop your own nonprofit’s web presence. We’ll continue to watch, track and report back to you as this “race” rolls on.

September 2007