Grassroots and Technology - A Winning Combination!
This election, like no other in my lifetime, not only excited folks, but invited people to participate … it engaged and empowered everyday citizens to get involved and determine the direction of this great country.
Freedom can’t get much sweeter then that!
But this campaign went beyond what we saw in 2004, and the large sums raised by Howard Dean … where they just asked for money … this year, the campaigns had more of a grassroots appearance in a tech savvy world.
Both campaigns utilized the Internet … when the McCain campaign became cash strapped … it turned to the use of online videos on YouTube and Search Engine Marketing to reach a broader audience.
But I think everyone will admit that when it came to interactive marketing … the Obama Campaign won hands down.
Online donations were at levels we hadn’t seen since hurricane Katrina. (Don’t underestimate the free media coverage this campaign received - it certainly drove traffic, and hard.) You could go online to donate or volunteer on a grassroots level … when you went to the site … you simply put in your name and address (info that allowed for more targeted messaging) … checked boxes of what you were willing to do … and if you said you would make calls - up popped phone numbers in your neighborhood to contact as an Obama supporter.
They used Facebook to allow voters to build their own Campaign site … texted the VP selection to those that gave their cell numbers, encouraged the use of Twitter and other social networking sites to get out the message and encouraged folks to either vote early or get out and vote on the day of the elections. Each email message sent built on the previous … with one final push using the video below to encourage and motivate constituents to fight on for one more day.
But for all the use of technology and creative ideas … I don’t think you can overlook the inspiring and powerful message, given by an extremely charismatic speaker … together … together we share a hope for tomorrow … together we can bring about change … yes we can.
It is hard to evaluate the exact impact that each of these tactics and strategies had on both campaigns. But I do see a lesson for nonprofit organizations … by using all the marketing tools at your disposal … online, mail, telemarketing, face to face … by staying on message and building a “case for support” that excites and invites participation, that also empowers and engages … when you combine grassroots and technology … you can’t help but have a winning combination!
Regards,
Sue
