1. Web tools for Cyber Campaigns: Reich, Dean, and campaign organizing issues Jesse Gordon Technology Director, RobertReich.org Co-founder, MassForDean.org Co-chair, MassScorecard.org Spokesperson, NotOneDamnDime.com JesseGordon@JesseGordon.org (617) 320-6989 Campaign Management and the Internet Emerson College, 3/15/2006

2. Cyber-campaigning: Blogs, Meetups, Evites Jesse Gordon, DeanVolunteers.org, NotOneDamnDime.com "Cyber-campaigning" means using the Internet as a political organizing tool. A cyber-campaign goes beyond an on-line version of campaign literature and beyond on-line donations -- a cyber-campaign uses websites and discussion groups as a recruitment device and provides interactive tools for grassroots activists. "Blogs" are the buzzword of the year for cyber-campaigns -- we'll discuss web logs, discussion groups, chat rooms, and moderated forums. "Meetups" were popularized by the Dean campaign -- at their peak, over 100,000 people met at over 500 web-selected and self-run venues across the country. "Evites" and campaign e-mail in general has come of age in 2004. We'll discuss spamming vs. spewing, pull vs. push, "low-tech high-tech" issues like plain-text e-mail, simple websites, content over flash, and so on.

3. What’s a cyber-campaign? NOT brochureware (NOT on-line versions of campaign lit) – needs unique content. NOT just web-based donations – donations should flow from website & email, instead of being its focus. NOT a technical task – political input to web content

4. RobertReich.org Three target groups: 1) INFORM first-time viewers (issues & bio) 2) PERSUADE the informed (events, newsletters, and personal contact) 3) ACTIVATE the persuaded (“What can I do”) E-mail (push versus pull) 1.1 million “Reich Report” emails during campaign – non-graphic, non-solicitation

5. MassForDean.org We acted as the Massachusetts campaign FEC rules (ongoing woes) Open blog, open Yahoo discussion group Regional websites (based on Meetups) Regional organizers have access to mailing list Post-campaign e-mailing lists? Biweekly “core group” meetings, hourly e-mails, monthly statewide meetings. Write-in’s for Dean – 106 candidates statewide (organized online, but needs offline follow-up!)

6. DeanVolunteers.org Listing of local websites, blogs, and discussion groups (over 800 by the end of the campaign) Geographical, interest-based (students, gays, language), media distribution, paraphernalia Contact points (liaison to local organizers) Meetup listings by locality Newspaper listings by locality

7. DeanInTheNews.com News clipping service State-by-state and regional news, plus topical search Over two thousand articles by end of campaign Volunteers given upload passwords with no monitoring except other volunteers (a dozen volunteers) 2,500 viewers per day

8. Meetup.com Mass For Dean was founded at a Meetup (8 people in Feb. 2003, only 1 venue in Mass.) By Feb. 2004, 45 venues and 2,000 people in MA Nationally, 160,000 people at several thousand venues. Activities at Meetups include: - Brochure distribution & campaign video - Upcoming activities, canvassing descriptions, etc. - Q& A for all first-timers (paired with repeaters) - Letter writing to Gore, Iowa, and other targets

9. MeetupSurvey.com We surveyed Meetup attendees (via Bentley College) – 3,000 respondents from 5 campaigns over 5 months. 52% reported stronger support for Dean as a result of attending a Meetup. 53% of Dean Meetup attendees have donated to political campaigns.

10. OnTheIssues.org All presidential candidates’ views on the issues Same for House and Senate incumbents via voting records, plus challengers in hot races Organized into 24 categories, viewable and searchable by topic VoteMatch quiz: 20 questions answered by evidence of politician’s statements, & compared with your answers 1.1 million people took VoteMatch quiz in 2000, and 8 million people viewed the website. People are desperate for valid information! (and to make politics interesting)

11. MassScorecard.org Apply voting record concept to Massachusetts legislature – show how the incumbents vote Compare voting record to the Mass Democratic Party Platform (instead of 20 arbitrary questions) “Score” is how well each legislator adheres to platform We passed a platform amendment at 2003 convention Seeking to enforce implementation at 2004 convention The Mass Dems hate it!

12. NotOneDamnDime.com Viral email campaign calling for a spending boycott on inauguration day in January 2005. Email “went viral” and reached tens of millions of people. News media then reported on the viral nature of the email as well as the content of the message. Our appearances on TV, radio, and newspapers reached an additional 40-50 million people. About 2 million people participated.

13. Internet-based progressive movement? MassForDean still maintains website and email list, as “Democracy for America”. MassScorecard is project of CPPAX A couple dozen active Progressive Democrats groups (post-Reich campaign) Brought in PDA last year (Kucinich supporters). Some focus on campaigns, others on Dem Party.