An online reality check

With all the hype around online fundraising and campaigning in the wake of the Obama campaign, the Agitator points to a good case study from California’s Prop 8 campaign (from the anti-gay marriage side – but don’t let that put you off).

What’s interesting is that the ‘Yes on Prop 8′ campaign, despite having an older, supposedly more conservative base, outgunned their younger, obama-phile competitors. Which shows that you don’t need a youthful, trendy issue to get traction online.

But what’s also interesting is how much it cost. They raised $7m online (Can you already hear your Chief Executive telling you they want one of those online campaign thingys – and all that cash?)

But it cost them $1m.

A very good return on investment, but a considerable outlay all the same.

So next them someone in your organisation starts talking about an Obama style campaign to raise tons of money online and mobilise half the country to campaign on your latest issue, tell them sure it can be done, but can we have a proper budget now please.