36: Digital Fundraising
Grow our digital fundraising efforts. Other Information:
The RNC must significantly work to grow its digital fundraising efforts by investing in new technology and testing and integrating
this operation with the political and communications digital effort. While the RNC and many federal campaigns have had success
with online fundraising, it's clear we are only beginning to scratch the surface of this explosive opportunity. Data is the
mother's milk of online fundraising. How good is the email list and the data appended to it? Do records in the master file
have social media accounts associated with them? These are key questions for any political entity hoping to engage in online
fundraising. We must center what we are doing around data and get finance, political and communications teams to the table.
The RNC, with the help of savvy vendors who compete for the work, can assist state parties and campaigns in devising effective
plans. News events are significant catalysts of online fundraising. We have learned that online contributions skyrocket when
big news items break, so state parties and campaigns must have the infrastructure and team in place to capitalize on these
opportunities. RNC field finance teams need to focus on this. Campaigns and Elections magazine reported that an "active email
list is a gift that keeps on giving." We agree. Email continues to generate significant revenues and, importantly, can provide
hard dollars in the fall when the major donors are maxed out. State parties and campaigns must invest in the data to continue
to grow their working email lists and harvest them for fundraising and political benefit. It is worth noting that in 2012
email raised more than twice the percentage of total funds it raised in 2008.
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