Candidates Should “Slow-Walk” Into Supporters’ Wallets

A new article gives some insight on how Obama has outpaced Clinton and McCain on the campaign trail. In January of this year, the article’s bar graph shows Obama spent $768,000 in web ads ($2.6 million in February), while Clinton spent $171,000 and McCain spent 151,000. Obama has raised $91 million in January and February of this year, Clinton has raised $37 million total online and McCain has raised $25 million, but has not released how much money was raised online.

All three of these candidates have raised money through ad targeting. The key difference between Obama ads and Clinton and McCain ads, may be the steps following clicking on the ad. After you click on all of the candidates’ ads, they ask for your email address and put you on their respective listserv. The Clinton emails ask supporters outright to donate. The emails from Obama entice supporters to participate in local activities, volunteer and learn more about Obama, rarely do the emails ask you for a donation, the article considers this technique, “slow-walking… into supporters' wallets” key to his success.