5. We knew our candidate was extraordinary,
but far from a shoe-in.
6. We also knew he wasn’t…
going to get many
big endorsements.
going to draw
many big donors.
going to be given
a very serious
shot to win by the
establishment.
6
7. BUT WE HAD A
FEELING THAT
THE PEOPLE WOULD
BE THERE
7
15. Thousands of blog posts, many never
mentioned Obama.
Being an African American Male,
to have that positive role model
in Senator Obama, it’s given me
so much hope. TO be able to look
at my daughter one day and tell
her, ‘You can be anything you
want in the world’… In the past
I might have said’ You can be
anything you want to be. But
President? No’… But now, he’s
given me that light.
25. The game is changing
Traditional Media New Media
TV Commercials Online Videos
Direct Mail Email
Press releases Blogs
One way communication Two way conversation
Aimed at the press Aimed at empowering our
supporters
Aimed at winning over undecideds
Getting Votes Building a Movement
25
29. Dinner with Barack
Breaking down
barriers to access
More than a
gimmick, it was
about collecting
and sharing stories
Videotaped the
dinner and showed
footage online
30.
31. This is our moment: New York
Profiled dozens of
supporters in the lead-up
Phone calling campaigns
into every state on eastern
seaboard
Repeated emails promoting
the event
Everyone had heard about
this by the time the event
happened
“Hey”
34. I wasn’t planning on
sending you something
tonight. But if you saw
what I saw from the
Republican Convention,
you know it demands a
response.
I saw John McCain’s
attack squad of negative
cynical politicians
politicians.
They lied about Barack
Obama and Joe Biden, and
they attacked you for
being a part of this
campaign
36. How did we get 13 million email addresses?
Contests (Dinner with Barack, Front Row to History)
Making the most of rallies
“Tell a friend” feature
Social Networks
Effective Online Ads
Intensive Analytics
37. The Match Game
TRADITIONAL
MATCH
One Wealthy Existing
Donor Donors
GRASS ROOTS
MATCH
Non-Donor Non-Donor
Activists Activists
39. 2/3 of Total Campaign Contributions
Out of the $750,000,000
raised, $500,000,00 was
raised online
Most donations were made
in allotments of $100 or less.
Our average donor gave
more than twice.
42. Grassroots Groups
Essential to our
success in the
General Election
Organized on their
own before we could
reach them,
especially in rural
areas
Without the help of
campaign staff, they
built infrastructure