Transcript SMALL DONORS, ONLINE DONORS AND FIRST-TIMERS IN THE PRESIDENTIAL ELECTION OF 2004

SMALL DONORS, ONLINE DONORS AND
FIRST-TIMERS
IN THE PRESIDENTIAL ELECTION
OF 2004
Phil Noble
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
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The
Revolution
is Here !
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Internet Revolution...
Day 2, 10:00 am
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Big Events
1994 - 2000
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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 Events
2001- 05
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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)
$3,000
$1,900
$1,435
$1,025
$525
$192
1999
2000
2001
2002
2003
2004
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The Cost of Raising $1
$1.25
$0.63
$0.25
$0.07
From a new
donor via direct
mail
From an
existing donor
via direct mail
Via telemarketing
Online
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Average Donation:
Online vs. Direct Mail
$57
$50
$26
$12
Easter Seals
online
Easter Seals
direct m ail
NARAL ProChoice
Am erica
online
NARAL ProChoice
Am erica
direct m ail
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$ Raised Online
$82,000,000
First Online
Fundraising Tool
$17,000,000
$0
$1,000,000
96
Clinton/Dole
99 Bradley
$6,000,000
00 McCain
03 Dean
04 Kerry
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Online Voter Behavior
37% of likely voters clicked
on a political ad
 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
Source: Ads2Voter Survey
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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 !!
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