- Discipline: Develop best practices and stick with them. "ONLY send content that you know your supports will value." And, have the discipline "to stay ON message."
- The Right People: Obama campaign manager David Plouffe saw to it that the new media effort wasn't organized as part of communications or finance, but as a stand alone part of the campaign. He then recruited top people from CNN, Google and Madison Avenue to staff what became an 81 person unit.
- Spotlight on Supporters: "The campaign made a concerted and deliberate effort to keep the spotlight on the people who supported Obama, and not just on the candidate."
- Nimbleness: "The campaign was able to turn on a dime and launch a fundraising email within hours of [Sarah] Palin's speech" criticizing "community organizers." The email generated $11 million in contributions in a single day.
- Authenticity: "OFA managed to do something unique - share real, inside campaign information with its supporters, while making that information accessible and meaningful. Plouffe said: "Nothing is more important than authenticity. People have very sensitive bullshit-o-meters."
- Content Matters: "From top notch emails, to 1,800 videos, to amazing graphic design, the new media team demonstrated a serious focus on content."
- Data-Driven Culture: "More than any campaign in history, OFA was a data-driven operation." The campaign created a six-person analytics team and tested and measured every aspect of the online program. "Entire projects were scrapped because the data showed they were not effective."
The Brainerd/Wilberforce report offers this observation underscoring the essential requirement of any successful campaign - skillful execution:
"Fundamentally, the most successful elements of OFA's new media program were not new. OFA's new media team simply executed the same core strategies than many nonprofits have used for years - but they did so flawlessly."