Lessons From the Political Campaigns for Charity Fund Raisers

May 21, 2008

Lessons From the Political Campaigns for Charity Fund Raisers

This year’s presidential election is offering plenty of new online approaches that will change how charities and other groups attract supporters, predicted Vinay Bhagat, founder of Convio, a Web-based software company, at a meeting his company sponsored at the National Press Club today.

Campaigns are now using text messages, social-networking sites, and video – -in addition to traditional approaches like direct mail, television, and radio.

While using an array of techniques to communicate has great potential, Nicco Mele of EchoDitto, a consulting company that advises organizations on emerging technologies, said that right now the dizzying array of choices makes it unclear how best to reach supporters.

“We are further away from working strategies than closer,” he said.

The campaign of Barack Obama, and that of Howard Dean and George W. Bush in the 2004 presidential race have used online tools to create the “aura” of a grass-roots movement, involving people in house parties, door-to-door canvassing, and other activities that go far beyond fund raising, and charities should follow their example, said Patrick Ruffini, an online strategist who worked on President Bush’s campaign.

Charities should use online tools to get people engaged in offline activities that build long-term relationships, he said, not just contributions. “Fund raising is the end metric,” he said, “but this can’t be the only incentive.”

A Webcast about the panel, which was also sponsored by ViaNovo, and communications consulting company, is available online.

— Holly Hall

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