Cover Story: Political Direct Marketing 2004

The inclusion of Kerry’s Web address in his Iowa victory speech proved to be a turning point for the campaign’s Internet fundraising initiatives and overall online presence, as evidenced by the unprecedented $2.6 million raised in just one day, two days following Super Tuesday.

But once the Democratic party made it clear that Kerry would be its standard bearer against President Bush on Nov. 2, the campaign’s online fundraising efforts really intensified. Kerry launched a drive to raise $10 million in ten days and kick-started a steady stream of e-mail appeals from party superstars such as New York Sen. Hillary Rodham Clinton, Bill Clinton and James Carville. E-mails also came to inboxes signed by Kerry campaign staff: Mary Beth Cahill, campaign manager; John Ross, of the IT department; and Eiring herself — to give messages a more personal feel.