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If you're a campaign, the real-time numbers and transparency ActBlue provides are things you should embrace.

ActBlue helps your fundraising momentum get noticed as it happens, rather than months later. In September, Rep. Joe Wilson (R-SC) yelled "you lie" at President Obama. 48 hours later his Democratic opponent, Rob Miller, had racked up $1,000,000 on ActBlue. The first $100,000 came in overnight, and the rest poured in over the next 36 hours. For an entire day, Rob Miller was getting $7 a second through ActBlue.

That surge happened because reporters could see it happening in real time. The press coverage–Bloomberg, CNN, Politico–pushed the story out to an even wider audience, and the money kept pouring in. As a result, a race that was off the radar is now the focus of national attention. That's what ActBlue can do for you. You can't control when your opponent will make a mistake, but ActBlue ensures that you won't leave any money lying on the table when they do.

ActBlue isn't just about capitalizing on major fundraising events. It can also help you build a stable base of grassroots support and increase the size of your email list. That means when your opponent messes up, you'll have someone to tell.

When grassroots donors give, they're looking to connect with your campaign, to play a part in something larger than their $15, $20 or $50 contribution. When they give through ActBlue, their contribution is recorded and added to your total in real time. They can see how many other people are a part of this effort, and broadcast your momentum through their own social network using Facebook and Twitter. Using our recurring donation system, you can build a war chest and network of supporters months, even years before an election.

In other words, ActBlue means more donors, a bigger list, and more money

Without ActBlue, when the donor contributes that money disappears into your payment processing apparatus and doesn't see the light of day until months later, when it gets written up in an article about campaign finance that they won't read. They don't feel like they've made a difference, and they're less likely to give again.

That is–quite literally–a mistake you can't afford to make.

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Amassing the financial resources you need to run for office
can be difficult. You need to hit your list, get that money, flip that money
into advertisements, paychecks, and all the other things that make a campaign
tick. The time window for all of that is extremely short. At the same time,
national and state campaign finance laws also require that you capture a
tremendous amount of information about your donors.

You’d think the breakneck pace of campaign season and data
analysis would be in opposition, but they’re not. In fact, knowing your list is
key to producing the financial returns you’ll need to run a successful
campaign. If you don’t take the time to find out who is supporting you, you’ll
end up leaving a lot of money on the table come Election Day.

Donors are investing in your campaign, and doing your due diligence is a great way to signal that you don’t see them as an
undifferentiated mass of walking wallets. Jesse Greenberg, a Chicago-area political consultant, summed it up well in a post on social media in politics:

Earlier this summer, I attended a campaign
event for Debbie Halvorsen, a congressional candidate in Illinois’ 11th
district. I registered and paid my contribution through ActBlue. This
online transaction called for my email. It surprises me
that today I received, not one, but two letters from the Halvorson campaign
soliciting me for funds. As a “supporter” I’d like to be listened to and
clearly their direct mail piece doesn’t indicate they are listening.  If I
used ActBlue to register for an event and make a donation, doesn’t that mean
I’m more likely to respond to online communications rather than direct
mail?

I’d like to amplify that a bit. I’m a 20-something who works
in Democratic politics. It’s what I do every day. But if you, theoretical
Democratic candidate, USPS me an envelope asking me to send you a check, I
won’t even know what to do with it. I pay my bills, my rent, and just about everything
else online. Established media empires are crumbling because folks my age don’t
buy newspapers anymore. Asking me to write you a check and take it
to the post office is very, very unlikely to produce a response. Even if I do
mail you a check, the costs you incur for direct mail solicitations—staff time,
printing, postage and processing—are astronomically high compared to sending me
an email.

ActBlue allows you to sidestep those costs and makes it easy for you to see who your donors are. When donors sign up for a free ActBlue Express account, they have the option to click a box that appends “donor prefers email” to their contributions. As a candidate, all you have to do is look for that little tell in your contribution reports and make sure you communicate with them via email.

Encouraging your donors to sign up for free ActBlue Express
accounts
also provides a number of other advantages to your campaign. While
donating through ActBlue is always faster than writing and mailing a check,
ActBlue Express stores all their donor information. That means that when they
get your email, all they have to do is enter their password and their donation
is on its way to you at digital speed. That means more conversions per email,
and more money in your war chest.

Making use of the tools at your disposal isn’t about being hip, or new media savvy. It’s about winning. As Obama for America demonstrated, the payoffs for campaigns that are ahead of the curve in this area are
enormous.

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