Small Donors and Online Giving: A Study of Donors to the 2004 Presidential Campaigns

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Small Donors and Online Giving A Study of
Donors to the 2004 Presidential Campaigns
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Funders

• The Joyce Foundation of Chicago
• The Carnegie Corporation of New York
• The Reform Institute, Washington, D.C.

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The 2004 Election

• The Bipartisan Campaign Reform Act (BCRA)
• A highly motivated electorate
• Tremendous online activity

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Closer to average Americans

• Less wealthy, less educated than large donors
• Age
• Donors who gave 100 or less median age is 59
• Donors who gave 500 or more median age is 57

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Not more partisan

• Large donors to Kerry were the most likely to
  make negative comments about the opposing party
  or candidate.
• With regression analysis no effect of donor size
  appears. Small donors are NOT more likely to be
  polarized.

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Internet levels the playing field

• Small donors online
• More likely to be asked to donate
• More likely to try to convince others to vote
  for their candidate
• More likely to ask others to donate
• More likely to attend house parties or
  Meetup.com events

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Small Donors and Online Giving A Study of
Donors to the 2004 Presidential Campaigns
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