Ask the Campaign Doc: Raising Money Online

Raising Online Money Like ObamaQ: If I’m not named Barack Obama, how much money can I raise online?
A: For an actual opted-in list (i.e., no spamming), a campaign can conservatively expect to raise approximately $500,000 to $750,000 for every 100,000 valid email prospects on file, according to Thomas Gensemer of Blue State Digital, the firm that ran President Obama’s online operation. “This rough estimate assumes a six-to-nine month campaign and assumes properly executed messaging and list segmentation, including personable, actionable and timely communications,” Gensemer explains.
But remember, candidates and causes are very different, and unlike traditional direct mail, online donors should not be isolated. Your best donor can be your best volunteer and vice versa. All investments in e-mail list acquisition should be tied to clear return-on-investment standards. For example, every dollar spent on Google Adwords should have a budgetary expectation for dollars raised or advocacy actions taken.Q: Should I be worried about security with an online bookkeeping service?
A: Online bookkeeping will enable your bookkeeper, accountant, compliance director and attorneys to share information quickly, which is a big plus. It will also enable them to work late hours or on weekends without going to the office. In addition to the physical convenience, online bookkeeping is usually easy to set up and doesn’t require an IT specialist. As for data security, an online password-protected system is more secure than an unprotected laptop that could be accidentally left behind in an empty office or the back of a cab. But make sure the service is compatible with your system for campaign finance reports.Q: How can I market a host of very customized media services—including shooting, editing and specialized audio services—to campaign professionals?
A: You should contact media firms directly and explain your services and availability. But expect plenty of questions. They’ll want to know whether you own or lease equipment and will be curious about your party affiliation. They’ll also inquire about your ability to travel and your track record in honoring confidentiality agreements.Q: What is cybersquatting?
A: The term refers to registering and using a domain name in bad faith, and later attempting to sell the domain to the affected person or company at an inflated price. It happens all the time to campaigns. In 2004, before Obama was even elected to the Senate, a cybersquatter purchased BarackObama2008.com. A squatter in California bought WhitmanForGovernor.com and MegWhitman2010.com before former eBay CEO Meg Whitman launched her campaign. Another cyber profiteer bought Rudy- ForPresident.com about a week after 9/11 (talk about disgusting).
The U.S. Anticybersquatting Consumer Protection Act is meant to combat the profiteers, but the protections are inadequate for underfunded candidates. And jurisdiction can be a problem if the domain name is owned internationally. For campaigns, some legal experts have suggested that the creation of “.pol” which only candidates and political entities would be allowed to register.Craig Varoga has run local, state and presidential campaigns for the past 20 years. He currently specializes in independent expenditures as a partner at Independent Strategies. E-mail questions to cvaroga@independentstrategies.com.