All Summer and fall, the buzz in the political world was the fundraising prowess of the Bush campaign. But since New Hampshire, the headlines have been all about John McCain – particularly his online fundraising bonanza (www.mccain2000.com). According to campaign sources, in the seven days after McCain’s surprise New Hampshire landslide, he raised almost $1 million dollars through his Internet web site. That accounted for approximately 20% of his post New Hampshire haul according to published reports.

But you aren’t John McCain and you don’t lead the nightly news each night. In light of the average candidate’s more modest campaign, here are 4 tips how to use your campaign web site to raise money for your campaign.

1. Get a Web Site!

   It may seem obvious, but you can’t raise money online if you don’t have a web site. And not just a webpage with some text and pictures, you need a site that allows for interactivity. There are several ways to do this: the most basic allows a potential donor to indicate their willingness to give through an email form; while a more elaborate set up will take credit card contributions and automatically deposit it into your account. Either way, you have to start somewhere.

2. www.givememoney.com

   Don’t hide your Web site address!! The biggest mistake most candidates commit is that they fail to tell the world their Web site address. Too often the domain name is found just above the "Paid for by…" disclaimer and in about the same size font. If you want people to visit your web site and contribute to it, you have to display it prominently and as big as you can. That means yardsigns, literature, lapel stickers, TV ads, radio ads, phone canvas ID and every other imaginable voter contact. If you watch the Presidential candidates on television these days, many of them have the address displayed prominently on the placard that sits in front of their podium so its in full camera view when they are on national television That can happen for local candidates as well during an announcement or during news conferences.

3. Make it Easy

   Once you get a contributor to your web site, make it easy for them to contribute. That means that you should have a contribution button right on the home page – and it should take them directly to the contribution page that allows them to contribute. The McCain web site even has a small window that pops up when the user accesses the home page and encourages the visitor to contribute. When designing your contribution strategy, use credit card and check contribution methods if at all possible. There are several good companies that provide this service including Aristotle and our parent company www.victoryenterprises.com. Prices and amounts do vary so you will need to shop around to make sure you are getting the best deal.

4. Create Your Online Reply Card

Design you contribution page like a direct mail fundraising reply card. 1) Suggest dollar amounts, 2) include the proper disclaimers, 3) request the legal information required, 4) explain how much can be given, 5) create an urgency, 6) assure them of the security in your contribution system against credit card fraud and 7) make sure you have a phone number where they can call if they have questions. Don’t lose a contribution because they are confused by your contribution page.

5. Consider Outsourcing the Contribution Process

While you may have a web site designed by a staffer or local firm, you may want to outsource the online contribution process. This will be done by simply linking a button or text link on your existing web site to a secure web site that takes the hassle out of online fundraising. A good online contribution firm will take care of FEC requirements, secure contribution technology, building the contribution page, setting up the form, assisting with a merchant account and allowing for the quick turnaround of contributions back to the campaign.

The 2000 campaign will be known as the year when campaign web sites – and particularly online campaign fundraising – came of age. Affordable solutions exist for those who choose to pursue them. And, those extra few dollars you make from your web site may determine the outcome of your election some day.