Campaign Finance 2012 Presidential Campaign

Buddy, can you spare a $1?

Linda Jacobson7.28.2012Com 597

• 2008 held the record for election fund-raising – 6 billion in total

• Obama raised over 6.5 million– 6 million of which were in increments less than

$100, creating a new category of donor called “micro-donors.”

• Voters had historic choices in 2008• Internet• Obama credited with innovative

use of social media• Diminished use of the public

funding program

Weintraub and Levine hail the benefits of the Internet • makes it easy for candidates to send

invitations to participate along with reminders• Easy to track “bundler” contributions• Encourages individual donations• Pushes and reiterates message• Makes it easy and quick to attack an opponent

and respond to criticisms or snafus.

Bundlers

• The public funding program, created as a way to safeguard against corruption (post Watergate), was not used by McCain, Obama or Clinton

• The ability to raise money from individual contributions far outweighed the bureaucracy of pulling funds from this source

“Obama (and Howard Dean before him) weren’t successful because they understood computers, they were successful because they understood how to make technology harness the passion of their supporters”- Republican Strategist Mark McKinnon

• Obama’s bid for President has long been hailed as the benchmark of social media success.

• Through the power of engagement, he electrified his supporters and was able to collect a record-breaking amount of campaign contributions

Obama had a plan• His team harnessed the power of the Internet and employed

a strategy that grew along with his momentum.• The Obama team measured engagement • Analyzed, tested and continually improved to fix any weak

links and ensure they were using the most effective messaging.

• They took “new media” seriously and made sure that they had solid content that engaged, conversation that was authentic, and built communities that were data-driven and nimble allowing them to keep the momentum going and take advantage of communication blunders by the competition.

• In the end, Obama had over 3 million individual donors which equated to a much broader voice representative of the general population.

Can Obama’s “extraordinary fundraising success can be duplicated by other candidates?”

• 2012 election most likely will create a new fundraising record due to the creation of Super PACs

• Rise of Super PACs• Obama made request of staunch supporters to

support Priorities USA Action (Dem Super PAC)• While “micro-donors” still play a role, the

addition of the Super PAC money has set us back

Administrative costs of running a presidential campaign

Contributions by state

Obama vs. Romney

Outside spending

Obama vs Romney

Obama vs. Romney

Super PAC spending

Super PAC contributions

Obama vs. Romney