Campaigning is a race and the most efficient path is what is going to get you to the finish line. In the Obama 2012 campaign, online fundraising reported to have raised $690 million online. Mitt Romney’s online fundraising did not come close to Obama's. While Romney relied less on large-dollar contributions Obama took more low-dollar contributions over the course of the election.
Just like any other competition there are tactics and strategies that build the better course of action. Obama used E-mail and fundraising websites to raise money online and this is where two thirds of the donated money came from. Colin Delany of epoliticts.com states, “the combination of an email list and a fundraising website STILL blows every other channel out of the water as a dollar-raising tool”. He also states, “You should go where your audience is” which is the internet. The majority of our society uses the internet whether it is on their phone, computer or tablet. It’s on a level of convenience and just makes it much easier for supporters to donate towards their interest at their fingertips.
Just like any other competition there are tactics and strategies that build the better course of action. Obama used E-mail and fundraising websites to raise money online and this is where two thirds of the donated money came from. Colin Delany of epoliticts.com states, “the combination of an email list and a fundraising website STILL blows every other channel out of the water as a dollar-raising tool”. He also states, “You should go where your audience is” which is the internet. The majority of our society uses the internet whether it is on their phone, computer or tablet. It’s on a level of convenience and just makes it much easier for supporters to donate towards their interest at their fingertips.
Money will continue to influence politics as long as we live in this capitalistic society. Politicians in the following years and decades will have to learn how to adapt and maneuver through this technological age.
Fundraising online is the new normal for politicians these days, it also makes it convenient for the public to make a small donation from a computer at home, school, work or on their cell phone. Since the Supreme Court's decision on Citizens United, the last election set the record for most money raised. I find the decision on Citizens United alarming because it allows anyone to donate as much money as they would like to any political party. Online donations have made a huge impact on political fundraising.
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