While Web 2.0 tools offer incredible opportunities to engage more women financially in politics, our research shows these tools must be part of a larger online strategy that includes traditional, or Web 1.0 tools.
The following five critical elements must be part of a good Web 1.0 strategy to mobilize an online women donors.
1. Campaign website
Online women donors focus their attention on these sections of campaign websites to learn more before they decide to give:
• Candidate’s stance on issues
• Candidate’s biographical information
• Signup pages for events, invitations and campaign actions
• Media and press information
2. Email updates
Online women donors sign up to receive, read and forward campaign email updates. Emails matter - a lot - in engaging them and in helping them engage others.
• 77% sign up for campaign updates
• 73% forward campaign emails or emails with political news to friends and family
3. Participatory activities for supporters
Online women donors like petitions, polls and similar activities. They also like to ask others to participate in these activities, encouraging friends and family to become new supporters.
• 73% take polls on a campaign website
• 60% sign petitions and 48% send emails to friends or family inviting them to do the same
• 39% send emails to friends or family inviting them to campaign events
4. Online bundling tools
Online women donors are small donors. But they like to feel that they are part of a larger community. Online bundling tools are great for motivating and inspiring women donors.
• Act Blue enables individuals and groups to raise money for Democratic candidates and committees - more than $60 million since 2004 with a median contribution of only $50. Between June and August 2008, over $10 million was raised on actblue.com.
• Slatecard raises money online for Republican candidates running for federal office. Since 2007, over $300,000 was raised for Republican candidates on slatecard.com.
• Easy-to-use donation processing software is also a must on a campaign website.
5. Online press coverage
Online women donors are news junkies, especially online news junkies. A campaign’s coverage in the online press is a significant opportunity to get in front of women donors.
• 96% read online news sources for political and campaign news
• 55% consult online new sources before making a political contribution
• 47% get most of their information about news and politics from online news sites
