1. Confidential
Your Digital Campaign

2. What is Campaigning Online?
Digital touches everything – Media and Technology
Digital
Comm-
unications
Fund-
Raising
Political
Voter
Contact

3. Start with a Website
Must Haves
A purpose
Donations/ Sign ups
Good photos and images
Content Management System
No’s
Flash / Sound/ Music
Too much text
Ties and Suits

4. Bad = No Content

5. Bad =
Forget to buy your domain

6. Bad =
Too Busy

7. Good =
Simple and Focused

8. Good =
Creative to Make a Point

9. Then go where people are
• Social Media
• Facebook
• Twitter
• YouTube
• Email
• Text Messaging
Why? Not just to post cool photos and videos.
• Collect Data
• Brand yourself and your opponents
• Raise Money
• Build lists
• Encourage volunteers

10. Social Media

11. Social Media

12. Get some money!
Asking for money via Email is still BY FAR the #1 way to raise money
online:
• Obtaining opt-in emails is key
• Writing, testing, and sending good copy to these individuals is an
important task
• Social media, video and other techniques can supplement, but
will trail far behind email in use for online fundraising
Convert
Build
Relationship
Acquire
Email

13. Methods of Prospecting for Emails
Online Ads in Combination
with a Petition or other
sign-up campaign
(Non FR Email Opt-Ins)
Email List Rentals (Direct
Asks)
Online Advertising (Direct
Asks)- Search, Re-
targeting, Cookie Targeted
Data Appends, Exchanges,
and other Negotiated
Efforts
Prospecting

14. Cost of
Ads =
$515,000
Cost per
donor =
$25.44
(20,246
donors)
Average
Value of
Donor (3
mos) =
$62.47

15. Emails