Dear MoveOn member,
Every election cycle has a big new innovation that helps propel the winning side: In 2000, it was bundling.1 In 2004, microtargeting.2 In 2008, online fundraising powered the Obama campaign to victory.3 And in 2012, Obama won again with massive data harvesting—or "Big Data."4
This year's theme is already becoming clear: it's social media—and the person who's doing it the best so far is, unfortunately, one Donald Trump.
To date, Trump has earned nearly $3 billion in free media coverage driven in large part by the unfiltered, off-the-cuff way he uses Twitter and his penchant for good sound bites.5
All the paid ads in the world can't compete with that type of free coverage—but our new Video Lab can.
We've put together a team of industry-tested producers, videographers and motion graphic artists that's already having huge success. Last week, our video with Elizabeth Warren hit 7 million views in less than 72 hours—and it's up past 14 million now.
We're planning to put out a video practically every day headed into the election—enough to make a real impact. But running our new project at that level doesn't come cheap. We'll have to pay for the cost of footage, pitching our stories to journalists, outreach to celebrities, and literally, the lab—all the top-notch technology this team will need to turn out new videos out at the drop of a hat.
With the right resources, we can majorly impact the narrative of this election.
Can you chip in $3 to power MoveOn's Video Lab and to go toe to toe with Trump online?
The recent success of our Elizabeth Warren video is no anomaly. Our online video projects have been hitting home run after home run: A MoveOn/Inequality Media production featuring Robert Reich talking about the Bernie Sanders agenda drew 14 million views. And when Donald Trump's rallies grew violent earlier this year, and Trump tried to pin the blame on groups like MoveOn, we produced an original video that simply showed how Trump himself was explicitly inciting violence. That video got nearly 5 million views.
Now—with our Video Lab—we'll have what it takes to release new videos not just every few weeks, as we have up until now—but every single weekday. That means we can reach an audience equivalent to a cable news TV show, at a tiny fraction of the cost ... all without a dime of corporate advertising. But it's possible only if enough of us chip in. Can you help?
In 2016, we don't have to settle for whatever the media happens to report. Through our dollars, our videos, and our shares online, we can become the media. And our collective voices, standing for the values of inclusion and equity that Americans, at their best, strive to advance, can move us towards a country where Donald Trump's roars of anger are drowned out—lost in the song of a people united against hate.
Thanks for all you do.
—Anna, Justin, Jadzia, Matt, and the rest of the team
Sources:
1. "Rove's patented strategies will endure," Politico, August 13, 2007
http://act.moveon.org/go/4481?
http://act.moveon.org/go/4481?
2. Ibid.
3. "Obama Raised Half a Billion Online," The Washington Post, November 20, 2008
http://act.moveon.org/go/4484?
4. "Obama, the ‘big data’ president," The Washington Post, June 13, 2013
https://act.moveon.org/go/
3. "Obama Raised Half a Billion Online," The Washington Post, November 20, 2008
http://act.moveon.org/go/4484?
4. "Obama, the ‘big data’ president," The Washington Post, June 13, 2013
https://act.moveon.org/go/
5. "Trump has gotten nearly $3 billion in ‘free’ advertising," MarketWatch, May 6, 2016
http://act.moveon.org/go/4479?
http://act.moveon.org/go/4479?
No comments:
Post a Comment