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Notes from the Angelides Campaign

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May 2004: In the beginning

-Thought CA would be 2006 focus

-1 staffer; 2,000 person email base

-No Angelides website

 

In the End

-2 Staffers, 1 volunteer

-80,000 list

-GetActive site, 3 website redesigns

 

  • Evolving tools from 2004  2006, but clear goals and methods the entire time

 

Results

-$650,000 raised; 3,700 individual donors

-Recurring donations were huge portion of total fundraising

 

Issue advocacy petitions strong for growing list

-Education, choice, environment (air, ocean, drilling), 2 national guard (health care, and pull out of Iraq), Special Election, civil marriage petition (which alone gained the list 15,000 people)

-Timely with when Phil was talking about it

-Ask for partner sends based on topic (Sierra Club, etc)

 

Welcome series of messages (1. thanks for joining, sign up to endorse Phil; 2. 2 weeks later volunteer ask, 3. low dollar donor ask)

-Created very specific email schedule; daily schedule

 

  • Limited email sends to prevent burnout

 

Who handled what?

-Lola = website management; first draft of emails 1/3 of the time

-Consultants (M&R) = strategy, writing

-Approval based on dept the email was for (field, fundraising, etc)

 

Daily Schedule:

-Meetings in morning, approvals/sends in afternoon

-Sends always in evening?

-Tried morning sends; spike when opened, but also from 9pm-12am

 

How did you integrate his message?

-Internet usually last to know

-(Q?) Yes, Phil looks at all press releases

 

Sample Petitions

- Petition Example: Arnold’s invitation for more debates

- Allow Angelides to be on the Tonight Show

 

Video

- Arnold’s Neighborhood most popular video

- Bush Buddies didn’t end up being timely (not as popular as wanted)

 

Vendors

-GetActive

-Free Range Graphics

-Articulated Man

 

Text Messaging

-Cherry Tree Mobile (Donnie Fowler)

-Need plan to get #s, and then what to do with it

-Used it to rsvp for events

-Text message would be ticket into events

-Text message to sign up for campaign updates

-Needed more time for gaining numbers

-Mostly used for GOTV on Election Day

 

  • Able to test lots of new tools (invested in software, not staff)

 

How to grow the list

-Petitions work when they’re authentic

-Signup sheets at every event

-Gimmicks (sign up, you’ll get a bumper sticker)


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