10. The Rise of Customer Advocacy

President Obama was elected in 2008 because he knew how to create and mobilize advocates. Through authentic community engagement, he was also able to raise half a billion dollars online in his 21-month campaign for the White House, dramatically ushering in a new digital era in presidential fundraising and advocacy.

In 2008, the Washington Post provided insight into Obama’s online operation based on the numbers: Three million supporters made a total of 6.5 million donations online, adding up to more than $500 million. Of those 6.5 million donations, 6 million were in increments of $100 or less. The average online donation was $80, and the average Obama supporter gave more than once.

More than 13 million people ...

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