Politicians are marketers, too

Abu-Shalback Zid, Linda
July 2004
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p5
This article discusses findings of a survey by Kintera Inc. and Luth Research on online political advertising in the U.S. 17 percent of respondents said they were likely to make a political contribution, nearly half said they would do so online. About 70 percent of those surveyed were unlikely to make a contribution at all, and 13 percent were neither likely nor unlikely. A comparison between respondents likely to donate and those not likely to donate found that 38 percent have been involved in donating to a nonprofit organization online and 19 percent are unlikely to donate for political causes. Among those likely to donate online to a political cause, more than a quarter of the respondents indicated they would react positively to either e-mail or Web site content.


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