There has been a lot of talk lately about the importance in using the internet for political campaign purposes. While I am somewhat skeptical of the importance of the internet in campaigns, there are a few distinct functions of the internet that clearly have an important functions in campaigns.

Fund raising

Money is an essential resource for a campaign. It buys literature, advertising, and covers a variety of expenses that essential for a campaign to get out it's message.

It's easy, cheap, and convenient for thousands of people to donate over the internet. Nobody has to give a lot of money, but lots of people can give a few dollars. A thousand people giving $10 a person can raise $10,000 quite quickly, for a national campaign it's common to see a million people giving $10, raising $10 million dollars.

Thanks to the internet it is clear that fund raising has been democratized, and now it is easier then ever for anyone to give to a candidate. The importance of truly small donations is only starting to be recognized, and gives challenge to the established interests.

Volunteers

Websites are great tools to recruit volunteers. They not only provide contact information, along with information on upcoming rallies and events that people can participate in, they also provide a place for unfiltered information.

Due to the “pull” nature of the internet, people won't go to a website unless they are specifically interested in a candidate. Yet, those who are interested enough to pull up a website on their computers are very likely to get involved in the campaign, particularly if they find convenient events around where they live.

It's essential that any campaign website focus on how people can get involved off-line.

Cementing the Message

The Internet does not provide a forum for speaking to the uninterested. Yet, it does allow people who are modestly interested in a campaign or cause to become more involved. A website provides a cheap way of disseminating information, to get potential volunteers riled up and becoming actual volunteers.

Some people believe that it is important for a website to provide a way of “becoming part” of a campaign online by join associated groups or filling out a profile online. Those profiles might provide a way for a campaigning to provide email based on demographics, but are more annoying to the web user then useful.

A website should focus simply on turning potential volunteers and donors into actual volunteers and donors.

Not for the Non-Base

The Internet has no purpose in talking to those not already interested in campaigns. People who are not likely to give money or volunteers are unlikely to visit a campaign website. While it possible that non-voters or those outside of an candidate's district will visit a website, unless they have an intent or potential to get involved, they probably will not be visiting.

Campaigning websites exist for cementing the base, not for expanding a candidate's reach.

Conclusions

The Internet has a limited role in political campaigns. Most work will still happen at the grassroots, the old fashion way by knocking on doors, mailing literature, and doing advertising campaigns to inform th general public. Yet, there are few tools as powerful as the Internet for informing the interested at a low-cost and encouraging them to get involved.