How is the economy impacting political fundraising and online advertising?

How is the economy impacting political fundraising and online advertising?


In many industries, I believe
that we’ve seen more digital spend in hard times. It’s trackable, it’s
measurable, it seems to make sense. We’re seeing something similar
in politics with large donors who are perhaps feeling pressure
from the recession. Perhaps they’re tired
out, they’re weary from previous campaigns. We had a big election cycle just
two years ago and I think you’re going to see candidates
and committees depend more on small donors. Often the candidate with
the longest list wins. And a great way to build that
list is using search advertising, other forms of
online advertising, social networking sites. So I think the recession, in
some ways, will tend to force campaigns to rely ever more
heavily on these small donors, which will mean a greater
investment online to find those people and to
build those lists.

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