Online Strategies and Successes of the Obama Campaign

The following report was prepared by Sarah DiJulio, Executive Vice President, and Andrea Wood, Senior Consultant, of M+R Strategic Services (M+R) for
the Wilburforce and Brainerd Foundations. !e report documents the results of M+R’s quantitative and qualitative analysis of the Obama for America’s New Media
Campaign. !e goal was to attempt to understand which strategies and tactics drove a true return on investment for the campaign and which did not, and how the
winning strategies can be replicated by nonpro"t advocacy organizations.