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The table of contents is below. Download the Primer from: http://www.ipdi.org/primer2002.html Online Campaigning 2002: A Primer is a publication of The Institute for Politics, Democracy & the Internet, which is funded by a grant from The Pew Charitable Trusts and administered by The George Washington University Graduate School of Political Management (GSPM). The Institute for Politics, Democracy & the Internet encompasses the Democracy Online Project, which published the first edition of this Primer in 1999, and a second edition in 2000. This Primer is based on Institute conferences, surveys, interviews, and field research, as well as news reports and academic studies. Dr. Michael Cornfield is the principal author of this Primer. Portions of this version were drafted by Carol C. Darr, John Griffiths, Christy McConville, Nicholas Stark, and William F. Trezevant of the Institute. Portions of earlier versions were drafted by Dr. David M. Anderson; Robert J. Arena, chief online political strategist for the 1996 Dole for President campaign; and Dr. F. Christopher Arterton. Copyright © 2002 The Institute for Politics, Democracy & the Internet. This report may be reprinted in whole or in part, provided that the text is not altered and credit is given to the authors and the Institute. The Institute is a research and advocacy initiative to promote the development of online politics in a manner that upholds democratic principles and values. One of the Institute’s main goals is to help establish the Internet as a locus for trustworthy information and civil discussion of public affairs, with an initial emphasis on campaigns for elective office in the United States. Table of Contents FORWARD ii INTRODUCTIONiii THE IPDI BEST PRACTICES PLEDGE iv PREPARING AN ONLINE CAMPAIGN What Can the Internet Give My Campaign, and What Must I Do To Get It?2 How Long a Lead Time Do I Need Before I Open My Web Site?3 What Equipment, Software, and Technical Services Do I Need?3 What Should I Put Online…And Who Should Put It There?7 What Should I Budget For My Net Operation? 7 LAUNCHING AN ONLINE CAMPAIGN How Will People Find Me Online? 8 What About Online Advertising?9 How Can I Make My E-mails and Web Site Appealing?9 How Often Will I Need To Update Information?12 How Do I Assemble and Maintain My E-mail Lists?12 What Is Spamming, and How Do I Avoid It?14 What Can I Do With the Data I Collect?15 What Can I Do About Technical Disruptions to My Net Operation? 15 RUNNING AN ONLINE CAMPAIGN How Do I Solicit and Collect Money Online?18 How Do I Deal With The Press Online? 19 When Should I Participate in Online Forums? 20 How Do I Deal With My Opponents Online?22 How Do I Deal With the Voters Online?23 How Do I Manage My Online Campaign Team and Network? 24 What Do I Do With My Net Operation After the Election?26 BEST PRACTICES A: Make Your Site Accessible to Everyone4 B: Document Your Positions6 C: Exhibit and Extend Your Community Ties11 D: Develop, Post, and Live by A Privacy Policy 14 E: Explain the Rules, and Show You Comply20 F: Make Your Case Through Contrasts22 G: Provide Interactive and Interpersonal Opportunities 24 CONCLUSION 27 BEST PRACTICES CHECKLIST 28 IPDI GOLDEN DOT AWARDS 29 BEST PRACTICES PLEDGE FORM30 ^ ^ ^ ^ Steven L. Clift - W: http://www.publicus.net Minneapolis - - - E: [EMAIL PROTECTED] Minnesota - - - - - T: +1.612.822.8667 USA - - - - - - - ICQ: 13789183 *** Past Messages, Discussion http://e-democracy.org/do *** *** To subscribe, e-mail: [EMAIL PROTECTED] *** *** Message body: SUB DO-WIRE *** *** To UNSUBSCRIBE instead, write: UNSUB DO-WIRE *** *** Please forward this post to others and encourage *** *** them to subscribe to the free DO-WIRE service. *** *** Please send submissions to: [EMAIL PROTECTED] ***
