Passion, Monetized

As I’ve said before, Facebook and ActBlue have more in common than a shared love of compound words; we’ve both created a space for people to make their passions known. At ActBlue, that means creating an easy way for Americans to participate meaningfully in Democratic politics wherever they may be, and whatever their time constraints. Given that mission, Facebook–with a user community measured in the hundreds of millions–has always been a natural place for us to be.

In February, we built an integration that allows donors to post their donations to their Facebook wall. That was just a first step. Today, we allow donors and campaigns to place a donate tab on their Facebook profiles and fan pages. In doing so, we’ve created another way for Democratic donors to translate their passion into (political) currency, and activate personal networks that candidates could never hope to reach. And we let everybody use it. For free.

ActBlue is the largest source of funds for Democrats, and that inclusiveness is the reason why. When we innovate, every Democrat benefits.

But fundraising is a means, not an end, and the logic behind this integration isn’t just about driving more money to Democratic candidates and committees. It’s about driving Democratic (and democratic) participation. It’s about teaching donors that they don’t have to be bankers or billionaires to have an impact on our political future, and about demonstrating to politicians and the press that those donors can deliver.

In other words, ActBlue is doing for our political lives what Facebook has done for our social lives. We’re working towards a future where political giving is as easy as sharing a link, or reconnecting with an old friend. The $140 million that ActBlue has sent to over 6,000 Democratic candidates and committees speaks to the power of that vision.

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