I've written a couple of entries quizzing about how Obama has used concert-like events to increase his number of donors, and how that's been a groundbreaking success compared to last cycle. This week, the WaPost and NYT's each look deeper into the mechanics of how the Obama campaign gathered over 258,000 persons into Obama's funding campaign to date.
The gist is that to get to that number, Obama turned to selling $5 tickets to over a dozen mega-events and selling merchandise at events and on his website, and then by counting those as contributions, he added tens of thousands of small donors to his total.
The NYT's, Obama's Camp Cultivates Crop in Small Donors, article stated that in about 16 cities, Obama sold "tickets for $5 to $35 for events that attracted a total of 42,500 people -- about 15 percent of his roster of contributors." In addition, Obama has done "about half a dozen" large unpaid events, like the one in Oakland where 10,000 attended for free, "but spent $40,000 on Obama T-shirts, baseball caps, buttons and other knickknacks," which are also sold on the website.
The strategy by Obama's campaign, of broadening the small donors through something more tangible than emails--tickets and merchandise for campaign events, has played out excellently. They have been able to partly dictate the numerical terms on which the process stories which dominate the year prior to the elections, are played on; that allows Obama, for example, to get a headline from the LATimes that says: Small donors give big to Obama.
So how many additional small donors are we talking here? At the low end, I'd guesstimated in the range of 60-70,000 additional donors that Obama gained through his innovative small donor fundraising tactics. I suppose an Edwards or Clinton supporter could point to this and state that in terms of traditional ways of contributing, as a donor through a bundler, large donor through events, and small donors over the internet, that Obama is comparing apples to oranges. And not counting those numbers, Clinton and Edwards (whom each have over 100,000 donors) are combined more than Obama (which deflates the movement talk), but it's all fruit, and that no one else is doing it just means that the other campaigns are behind the curve in figuring out, like Obama did, how to amass a larger number of donors, make that a process metric of success, create a movement buzz, and gain more possible repeat donors.
It's brilliant:
For the Obama partisans here, I hope you cherish the WaPost framing of my quote, A Foundation Built on Small Blocks:
"What we're seeing here is Obama's broad, wide, mainstream appeal, and he's bringing in new people . . . people who aren't necessarily political junkies who follow the blogs," said Armstrong, who is the founder of the blog MyDD.
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