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In part one of this article, published in our April issue, we discussed how the Obama for America campaign became so powerful online, raising half a billion dollars total in small donations. It's true that a political campaign has unique elements that make it ripe for online marketing, such as constant media attention, big name recognition, high emotions and a quick deadline to meet, yet there are many best practices that fundraisers can take away from the Obama campaign.

There's no question that the Obama for America campaign set a new standard in online fundraising. Of its $750 million raised, half a billion came in online. Let me say that again. Half a billion dollars came in online; that's 6.5 million small donations, with an $80 average gift, from 3 million donors. Those numbers are staggering. So how did Obama for America do it?

The future has always represented a break from the past, of course, but could that statement be more true than today? For many individuals and businesses, because of the economy, they feel a mixture of dread and uncertainty about the future. Yet for nearly as many, because of our new president Barack Obama, there is also hope in the air for the first time in almost a decade.

Oops. The effort to green your company—both internally and for the whole world (well, prospective world that is) to see—was going so well. Then a blogger caught you in a little lie that he was only too happy to broadcast to that same world as “greenwashing.” Potential crisis is around the corner. What to do? “In the Internet world, it’s almost impossible to keep things under wraps,” says Perry Goldschein, the managing director of SRB Marketing in Denville, N.J., and author of “Conscious Clicks™: A Guide to eMarketing for People, Planet & Profit.” He continues, “Either you’re going to roll with it, or fight

If you're going to add the phone to your fund-raising arsenal, when and where does it make sense? "The phone should be in addition to any direct mail you are doing," says Tim Twardowski, executive vice president of InfoCision Management Corp., an Akron, OH, telemarketing agency with more than 150 nonprofit clients including the Salvation Army, and other health, fraternal and political organizations. For fund raisers, he says, "the goal with telemarketing should be to generate incremental income for the organization." Charles Cadigan, vice president and senior strategist at Epsilon, agrees, explaining, "Some would argue that you should take dollars away

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