Franklin Forum Roundup: Obama Campaign Insider Shares Tips

The No. 1 goal was to get buy-in from supporters, even if that just began with attending an event or volunteering.

"Build a level of enthusiasm, and then slowly ask for more," Ehrenwerth said. "It was much easier to ask for a gift after we had buy-in."

The campaign also capitalized on moments when supporters' emotions were running especially high. For example, it would e-mail constituents immediately after hot debates with messaging that tapped into the emotions stirred up by an issue that the candidates had talked about.