The Do's and Don'ts of Online Fundraising and Communications

It’s important to think about building a long-term program, not a quick money grab. “Success online isn’t about gimmickry,” Goff said. “The goal is to build sustained loyalty and sustained brand equity.”

Three principles behind the 2008 Obama campaign did just that.

1. Authenticity. In 2008, that meant showing the faces behind the organization. In one particular e-mail, Voices for Change, the word Obama didn't even appear. Instead it featured a photo of one of the staffers with her child, lowering the barrier to entry and putting a human face to the cause. Another good example was an e-mail sent by U.S. Sen. Al Franken’s daughter, which kept Franken’s tone and again put a face to the issue.