At first glance, it looks like an accidental mass-mailing of an insider’s fundraising memo. The message — sent out to Chris Dodd’s presidential campaign mass email list — is no mistake; it’s the latest way New Haven’s Tim Tagaris (pictured) is changing the face of national campaigns in the Internet age.
Tagaris made his name in Connecticut politics as Ned Lamont’s Internet director. Tagaris helped the no-name candidate rise up on a groundswell of web support, pulling off a stunning primary victory over a veteran senator.
So this year U.S. Sen. Dodd picked up Tagaris as Internet director for his quixotic Democratic presidential bid.
The candidate is having trouble breaking even 1 percent in early primary states. But in at least one category Connecticut’s Dodd is leading the pack: Tagaris’s web techniques are changing the way front-running candidates play the game.
The latest innovation is a new form of fund-raising email.
Looking past the rows of porn ads and stock offers, the voter’s eye catches on an apparently personal note.
A recent one sent Nov. 30 has no subject line.
“Tim, I made a few small changes to your email draft — you’ll see them below,” the email starts, addressed to Tagaris from Sheryl Cohen, Dodd’s campaign manager.
“Would have sent to the entire list myself, but I could only figure out how to send this test.
“I know you’re concerned about sending another fundraising email, but we’re only $40,000 short of hitting our November goal, and that money will help keep us on the air and talking about ending the war in Iraq and the Constitution. And honestly, our supporters online are so terrific and have come through for us every time.”
The email — plain text, no banners — continues with a link to Dodd’s fundraising page and a forwarded traditional fundraising appeal with fancier formatting and styled text.
When they find out the whole email is no accident at all, just a sly Tagaris concoction, some feel duped. But the method works, Tagaris said in an interview Monday.
“Just like people are able to block out advertising at this point,” voters grow numb to the influx of traditional donation pleas piled in with spam and news alerts. The new style — plain text, no banners, a personal tone — has been key to catching supporters’ attention, Tagaris said.
In a time where email is the most important fundraising tool, other campaigns have been quick to look for and adopt new techniques, Tagaris said.
Real Quick
It all started with a Sept. 27 email, from “Chris Dodd.” Subject heading: Real quick. It looked like a note thrown together in the last minutes before catching a plane.
“Hey,
I only have a few seconds on my way back to Washington from last night’s debate.
The fundraising quarter is wrapping up and we’re just short of hitting our goal. Will you chip in $23 and put us over the top? You can contribute
here:
http://www.chrisdodd.com/deadline
I’ll be in touch soon.
Chris”
That note was the single most effective fund-raising email the Dodd team had sent out, according to Tagaris. He quickly heard from Barack Obama’s internet director, asking if it had worked. The next day, the Obama team sent out a message from Michelle Obama with the subject line: “Hey.” The technique has grown popular with front-runners.
Tagaris’ team has already gained attention for pioneering the use of streaming video to capture campaign staff behind the scenes; and by creating a “talk clock” that charted the minutes each candidate actually got to speak for in debates.
As with any new innovation in the ever-evolving e‑universe, the effectiveness of the new email method won’t last forever, Tagaris acknowledged. As voters grow used to the tactic, “we’re going to be back to square one.”