The Danger Of Online Lobbying

The campaign season is starting to heat up as we move closer to the 2012 Presidential elections, and soon the real fun will begin: Lobbying for one candidate over another.  But nonprofits need to be careful about how they participate in this kind of advocacy.

In the most recent edition of The NonProfit Times, we went over how the IRS is increasingly scrutinizing nonprofit organization's participation in political advocacy.  If an organization is perceived to have overstepped its boundaries, they could be in danger of getting heavily fined.

This campaign season, it will be common for nonprofits to want to post voter guides on their websites to let their supporters make educated decisions on which candidate to support.  In order to help avoid some of the pitfalls of online lobbying, Jeffrey S. Tenenbaum and Lisa M. Hix of Venable LLP offered the following advice:

• Simply linking to candidate-related material alone is not enough to be considered political campaign intervention.
• If you're unsure about what constitutes intervention, consider the following: Are all candidates equally represented?  Does the website your linking to favor one candidate over another?  Is the link being offered with an exempt purpose (i.e. candidate education)?
• When preparing to post a link, organizations should be very careful.  Any website that contains specific views on legislation, as well as links to a voting legislator's e-mail, will be treated as a "call to action," even if that wasn't the intention.
• Check sites for links added inadvertently or without authorization.

How A Hobby Became An Online Mission

Can you imagine spending 2 hours every day compiling articles and information about the September 11th attacks?  That's what Arnie Korotkin has been doing since the attacks on that fateful day.  Korotkin, who is an adjunct professor of sociology at Montclair State University in New Jersey, is the creator of the largest 9/11 list-serve in the country. Every day, he collects news articles about anything related to the terrorist attacks and sends them to his mailing list. 

Korotkin's "labor of love" all started when he worked as a director of community building at the United Way of Passaic County.  He was working with a woman who had just lost her husband due to the attacks, and he offered to send her information and services that might help her.  Her e-mail was the first of thousands that would subscribe to his daily 9/11 updates.

In trying times, sometimes the smallest gestures can mean the most.  This is certainly the case with Arnie Korotkin's e-mail list.  When you get the chance, please take a moment to read this story on our website.  You can also subscribe to Korotkin's mailing list by e-mailing him at AMKorotkin@aol.com.

Go Techno or Bust

After his successful presidential bid, Barack Obama still has $30 million left over. During his presidential campaign, Obama raised an unprecedented $745 million, $104 million of which came in the last five weeks immediately before and after Election Day.

Obama’s outspoken desire to change the way politicians raise money through special interest groups - opting instead to raise money on his own and not participate in the public funding system - fueled his record-breaking fundraising. Close to half of the funds raised were by private donations. What was the key to his success? The internet and Obama’s use of technology stand out as the single key factor in his successful fundraising.

Among the technical tools used were the following:

• Individual Fundraising - An easy web experience employing the tactic of keeping the donor on the fundraising web site throughout the entire contribution process, from initiation through authorization.
• Online Advocacy - These tools put users in a position to get information in the hands of policy makers. The idea is that when constituents participate - i.e. write their legislators reach out to news editors and opinion leaders, sign petitions - you get results.
• Outbound Email - There are many rules governing spam and there is software that can handle outbound email more effectively. With the proper emailing tools, you can stay in touch, raise money, and mobilize action - whether you have a thousand constituents or ten million.
• Social Networking - The power of social networking is extraordinary. These tools give your constituents a voice and ideas can be freely exchanged.
• Content Management - The ability to locate, reuse, repurpose and capture content is supremely important to a successful online experience. The tools are ever more sophisticated, but are also becoming essential.

It is clear that a new day has dawned with regard to fundraising. Fundraisers will not be able to compete for those important donor dollars without a technology plan for the future. What are your thoughts?