Barack Obama’s 2012 Online Campaign Has Begun
Organizing for America, the President's campaign operation, has started gearing up for 2012
President Obama’s aides have quietly turned the key in the engine of the massive campaign-in-waiting that’s been operating under the name Organizing for America for the past two years, and will begin his reelection with the sort of online and field organizations most presidential campaigns would be glad to have 16 months from now.
The leadership of the field organization — with hundreds of employees, tens of thousands of volunteers and massive online assets (primarily, a giant email list) — is shifting from the Democratic National Committee to the new campaign in Chicago. And in mass emails and in a quiet series of one-on-one meetings with volunteer leaders, the group is resetting its relationship with its supporters.
And while many Democrats have complained that Organizing for America’s vaunted abilities began to sputter once Obama became president, people watching the organization closely say it has succeeded in what may have been its central mission all along: building an unparalleled reelection organization while staying under the political world’s radar.
“Nothing like this has ever happened this early or this big,” said Natalie Foster, a former DNC new media director.