(1) Create a graphic design that revolves around the
candidate. Most
candidate websites are cookie cutter in terms of design. Stand out by creating
a graphic identity that actually speaks to who the candiate is. The Kinky
Friedman for Governor website is a good example of a site design with PERSONALITY.
(2) Give visitors stuff to do besides just give you money. Ask them to knock
on doors for you. Ask them to plan their own campaign event. Ask
them to write letters to the editors at local papers. Ask them to hold
their own voter registration drives. Use your site to invite people to
participate in your campaign and give them tools they can use to do it.
(3) Recognize your best volunteers. Invite your ten best online volunteers
to have lunch with the candidate. Send them a t-shirt. Highlight
their efforts on the site. People are more likely to help you if they feel
appreciated and rewarded.
(4) Make fundraising pitches specific and tie them to events in the news. Ask
volunteers to give money to run an ad in a local newspaper in response to specific
opponent attack. People are more likely to give online if the pitch is
specific and timely.
(5) Cut down on the number of emails, particularly the ones begging for
money. The
more emails you send out the less of an impact they will have. Don't turn
off your volunteers by sending them too many emails. I'd aim for two a
week at most - one providing an update on what's new with the campaign and another
fundraising pitch.
(6) Don't blog unless you are going to embrace the spirit of blogging. As
the saying goes, write like you are sending an email to five close friends (not
like a lawyer). Read other blogs. Link to other bloggers Allow
comments.
(7) Publish as much content as possible via RSS feeds. News. Video. Audio. Help
spread your content by making it easy for people to subscribe to, download and
publish to their own site.
(8) If you go negative, try to be clever about it. Funny spreads a lot
better online than heavy handed and mean. Use humor to make distinctions
between you and your opponent.
(9) Provide users with a behind the scenes look at your campaign. Produce
videos that show the candidate in private moments. Have campaign staffers
blog about the day-to-day campaign grind. Share some tidbits about your
strategy and invite feedback.
(10) Create a community around your site. Ultimately, by creating engaging
content and giving users ways to participate in your campaign online you will
end up creating an online community in support of the candidate. That is
what you should strive for.
