Cover Story: Political Direct Marketing 2004

Eiring says the Kerry campaign created her position to fashion coordinated direct mail, e-mail, telemarketing and online-advertising efforts aimed at low-dollar audiences — anyone who gave $1,000 or less. In engaging this key constituency on the grassroots level, and online, Kerry moved beyond simply relying on large events and large checks, as he did throughout most of 2003. (This year, 90 percent of contributions were less than $250; 40 percent were less than $50.)