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How an Online Campaign Raised $100,000 in One Day
Congresswoman Michele Bachmann (MN-6) is one of the "Left's" top targets for defeat in 2010. Why? Because she is articulate, effective and increasingly popular! To let Speaker Nancy Pelosi and her followers know that defeating Michele will be a losing battle, the Bachmann campaign developed a one-day online campaign to "Send a Message to the Left". They came to Red State New Media with the concept and sought our input on what we could do to make this a reality, all within a very tight timeline - about a week!
Here's what we did for the website:
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Developed a new "Take Action" page for the website that became the landing page for all of the online promotion. This page included a fundraising counter that kept a real time running total of the donations made, by integrating data from the online fundraising service. It was fun to watch the total increase throughout the day and added excitement to the campaign.
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Developed a new "Thanks for Your Donation" page that asked donors to send a pre-populated message to five of their friends to encourage them to join in Sending a Message to the Left by making a donation.
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Added a new pre-populated Tweet: "Help Rep. Bachmann send a message to the left http://www.michelebachmann.com/messagetotheleft.php". This got a lot of use throughout the day and helped send more traffic to the Bachmann campaign website.
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Developed a new graphic for the Home Page slide show that drew attention to the "Send a Message to the Left" campaign.
Since this was a one day program, changes to the website had to be made at precise times, both at the beginning of the campaign and at the end. |
We also developed html email messages to be sent to several targeted lists, including Townhall.com subscribers.
- We suggested the Townhall.com mailing list since it is an audience that is familiar with Rep. Bachmann through her blog on the site. We handled all the logistics of buying the placement and providing media that met their specs and reviewing the test message. This completely offloaded this project from the campaign staff, freeing them to focus on other elements of the program.
- We used artwork and copy provided by the Bachmann campaign to design an html email message, along with variations for use with other mailing lists, with different artwork specs and targeted copy.
"Send a Message to the Left" was a big success, raising nearly $100,000 in one day, and significantly more as more donations came in on subsequent days. Congresswoman Bachmann's campaign staff appreciated Red State New Media's creativity, flawless execution and quick response time. And, we're ready to do it again!
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