Just An Online Minute... The Making Of The Governor -- Online

by Ross Fadner, Oct 24, 2003, 12:00 AM

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Arnold Schwarzenegger used more than his global celebrity status to secure the office of Governor of California. Aside from the omnipresent media coverage, Schwarzenegger's team also capitalized on an Internet and email voter outreach program, the effect of which surpassed all expectations.

Kintera Inc., an online solutions provider for nonprofit organizations and, particularly, political campaigns, executed the campaign by requesting specific action from targeted supporters who opted into receiving information from the Schwarzenegger team. The campaign included links to online donation, volunteer surveys and registration, political campaign events and information, and chain mail recruiting techniques via Kintera's Friends Asking Friends solicitation program.

Schwarzenegger's campaign also utilized Kintera Sphere, an enterprise-grade software system that provides database management, commerce apps and communication tools designed specifically to help nonprofits increase donations and awareness and reduce fundraising costs.

Of the email campaign respondents, 87% opted to received late breaking information via email, 69% volunteered to put a pro-Schwarzenegger sign in their yard, 69% volunteered to put a bumper sticker on their car, and 58% agreed to attend campaign events.

There was also a significant response rate among the more pro-active volunteer solicitations. Thirty-one percent agreed to deliver campaign brochures, 29% agreed to forward campaign brochures to 10 of their friends, and 22% volunteered to make get-out-the-vote phone calls.

Harry Gruber, Chief Executive Officer of Kintera, Inc. believes the success of Schwarzenegger's email campaign may spark the next generation of mobilization techniques for politicians. "In-box to in-box campaigning can no longer be an after thought," he says. "The election of any politician now rides on how well they communicate in all mediums. Successful candidates understand the impact and potential to reach and mobilize thousands-if not millions-of supporters through email communication and web sites."

And next year's presidential campaign hopefuls will certainly take note of Schwarzy's e-ccomplishment.

-- Ross Fadner

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