Democrats Push Campaign Online

Political strategists refine Internet resources as another tool to reach voters, activists.

Saumya Roy, Medill News Service

WASHINGTON--With 2002 congressional elections looming large, campaigns are spilling over to a new battleground--the Internet. The Democratic party has unveiled its new Web site as part of a technology initiative that its managers say is a catch-up effort with the Republicans.

The site is designed with interactive tools to make it easier for visitors to find information on issues of interest and also to take action, says Doug Kelly, technology director at the Democratic National Committee. The site offers ways for people to participate online, such as by joining e-mail campaigns, but also provides other resources. It contains names, telephone numbers, and addresses as well as Web links for local parties, media outlets, and members of Congress.

Kelly says he expects the improved site will bring new members into the Democratic party fold. "People reading the site may be interested in an issue and when they want to help, we tell them how to," he says. The party considers the site a crucial tool in its emphasis on cultivating grassroots involvement and encouraging activists to organize.

Playing Catch-Up

It's also only the first piece of a larger initiative begun a year ago, which Kelly frankly notes is an effort to "catch up on the advantage the Republicans had." The Democratic National Committee has improved technology at all state and local party offices, upgraded voter files and internal databases, and tripled its e-mail list.

The next step is to create a new bulk e-mail service, Kelly says. "This will be a powerful tool to move voters and get them out to vote." The Republican party sent extensive bulk e-mail in Florida during the 2000 presidential elections, which helped increase voter turnout, he says.

In the past year, he says, the DNC has tried to personalize and expand its mailing list server to try to match the range of the Republican mailing list server, which is ten times larger, he says.

In fact, both parties explored online campaign tools in 2000. Party-sponsored political sites in particular targeted young voters as well as providing multilingual resources.

Republican Efforts

The GOP harnessed the Internet during the 2000 elections, says Steve Ellis, the Republican National Committee's director for network and online services. He confirms that his party is ahead in the online game. "We have made a considerable investment and commitment in supporting the president's message."

The Republicans have been able to build an expansive network. They, too, have customized their messages through Web sites that reach out to different audiences, such as site focused on women's issues, and one offering resources to the party's local leader.

The GOP maintains its own central Web site. The party also provided Internet resources for both attendees and watchers of its 2000 convention.

Dollars Online?

The Democrats are now beginning to catch on to the virtual action, and to explore the opportunity for virtual donations. Not only does the party hope to spur political action at the grassroots level, but also aims to tap into the growing number of small donors.

"In 2001, the DNC took in more money in small-dollar donations than large donations for the first time in recent memory," said Terry McAuliffe, chairman of the Democratic National Party. "I am committed to building a Democratic party that is funded by our grassroots supporters. The Internet will help us achieve that goal."

Being late to explore some technological tools might actually be a good move, Kelly notes. "Technology is more affordable now," he says. He attributes the Democrats' delay to the party's reliance on a different sort of communications advantage: The party had the sitting President.

"For years we had the best communicator in Bill Clinton. It was only after he left that we realized we needed to strengthen our communications," he says. He says the new initiative will last until they "win every office in the country."

The Republicans don't intend to allow that goal. Ellis is already working on what he says is a winning Internet strategy for the GOP in the 2002 congressional elections.