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Raising Presidential Campaign Cash Takes E-mail Form in June

  |  July 23, 2007   |  Comments

The big campaigns used the e-mail platform in June to promote events, tout polling success, and show off whistle-stop campaign photos, all in the hopes of raising cash.

ClickZ_Campaign08_katefinal.jpgE-mail may seem like a banal campaign tool these days, but the top presidential candidate campaigns are using it in novel and diverse ways. From hard-sell to soft-sell, down-to-earth to hardcore insider talk, the big campaigns used the e-mail platform in June to promote events, tout polling success, show off whistle-stop campaign photos, and more. But as the days led to the Federal Election Committee's second quarter fundraising disclosure deadline of June 30, the campaigns all had one thing on their minds: raising cash.

According to information gathered from e-mail tracking firm Email Data Source, all candidates ranked highly in primary campaign polls -- Democrats Hillary Clinton, John Edwards and Barack Obama and Republicans Rudy Giuliani, John McCain and Mitt Romney -- sent around 10 e-mail messages each to campaign registrants from early June through early July. The exception was frequent e-mailer John Edwards, whose campaign sent 25 e-mails, some of which were targeted to residents of particular geographical regions. In May and early June, the Edwards camp sent the most e-mail messages, 17, compared with the same bunch of rivals.

Romney and Giuliani used the all-American sport of baseball to get the word out and drum up campaign dollars, Giuliani promoting New York ballpark canvassing and Romney a fundraising event at the home field of the Boston Red Sox. The two Republican presidential hopefuls also both sent messages to members of the e-mail list for conservative publication Human Events.

Meanwhile, McCain's campaign buffered fundraising pleas with dense campaign updates, notes on press coverage, and shots of the Arizona Senator fishing.

Democratic candidates Obama and Edwards promoted grassroots events such as dinners, house get-togethers and low-cover-price parties. Hillary Clinton's campaign employed tough anti-Republican messages, notes on hot issues like healthcare and the War in Iraq, and even promoted a user-generated video effort, all in the hopes of scoring last-minute campaign money.

Recent E-mails from
Hillary Clinton for President Exploratory Committee
Subject Sender Date Message/Issues Content Links
"You've done it again" "Hillary Clinton" 6.30 fundraising, thank you, $100k challenge June 30, contribute
"That's what I call a crowd" "Hillary Clinton" 7.03 Iowa campaigning, momentum, "hillcam" campaign video hillcam video
"Help Make Hillary's Next Video" "Mandy Grunwald, Hillary for President" 7.10 YouTube video, user-generated campaign promo YouTube promo, contribute
Source: Email Data Source, 2007

Recent E-mails from
Obama '08
Subject Sender Date Message/Issues Content Links
"What 250,000 means" "David Plouffe, BarackObama.com" 6.29.07 large number of donors, donors' stories donate, inspire
"Where we stand" "Barack Obama" 7.02 large number of donors, organizing, building momentum where we stand, donate
"Illinois supporters: Attend a volunteer training near you" "Jon Carson, BarackObama.com" 7.9 volunteer trainingo Illinois
Source: Email Data Source, 2007

Recent E-mails from
John Edwards for President
Subject Sender Date Message/Issues Content Links
"Big moment on global warming - time to lead" "Ben Brandzel, Edwards for President" 7.5 sign "Live Earth" pledge, global warming, carbon emissions pledge, MoveOn Party for the Planet, join the campaign, make a contribution, spread the word
"A National Disgrace: One in 8 Americans in Poverty" "John Edwards" 7.09 poverty, One America 1-in-8, join the campaign, make a contribution, spread the word
"John needs us today: cast a key vote for substance" "Ben Brandzel, Edwards for President" 7.10 climate change virtual town hall, coal, carbon emissions, new energy economy, new jobs climate change virtual town hall
Source: Email Data Source, 2007

Recent E-mails from
Romney for President
Subject Sender Date Message/Issues Content Links
"New York Wrap Up" "Guy V. Molinari & Bill Powers" 7.5 voter phone bank, NY baseball park canvassing, immigration bill, Jewish and evangelical support, video embed volunteer, donate, tell friends, other site links, contribute now, JoinRudy2008.com
"Mayor Rudy Giuliani Needs Your Help" "Mario Bruno, Team Rudy" 7.6 phone bank promotion RSVP, JoinRudy2008.com
"July 16th - Panel Discussion with Rudy - Grand Hyatt New York" "Megan Foran" 7.9 business leadership and economy panel fundraiser panel participants, download registration form, JoinRudy2008.com
Source: Email Data Source, 2007

Recent E-mails from
John McCain 2008
Subject Sender Date Message/Issues Content Links
"The McCain Update" "John McCain Campaign" 6.29 surpassed ecampaign goal of $3 million, fundraising, aircraft carrier image, press coverage, fun facts, endorsements, polls, outside links join our team, make a donation, take action, JohnMccain.com, read more
"Just one more thing..." "Terry Nelson, McCain Campaign" 6.30.07 Hillary Clinton, fundraising donate, JohnMccain.com
"The McCain Update" "John McCain Campaign" 7.6 campaign update, Independence Day, Sarkozy meeting, visiting troops, Reagan relationship, press coverage JohnMcCain.com, read more, Independence Day message, other site links, join our team, make a donation, take action
Source: Email Data Source, 2007

Recent E-mails from
Romney for President
Subject Sender Date Message/Issues Content Links
"June 30th" "Mitt Romney" 6.26 primary state polls, campaign progress, debates, fundraising, God, family, conservative values supporters, contribute by June 30th
"Romney Week in Review - June 29, 2007" "Romney for President" 6.29.07 Fenway Park fundraiser, photo album, McCain-Feingold bill, immigration bill contribute, recruit, watch Mitt TV, Mitt in the News, fundraising event, photos, campaign memo PDF, immigration bill
"Romney for President" "John McCain Campaign" 7.6 Independence Day, Iowa campaigning, fundraising, supporters, campaign bus contribute, recruit, Watch Mitt TV, Mitt in the News, Iowa campaign photos, video, fundraising, donate
Source: Email Data Source, 2007

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ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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