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Reverse-Engineering the 2012 Campaign

I'll be damned

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2 email variations

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recipients

Obama - Biden

Huge news:

We finally closed the gap. We outraised Mitt Romney and the Republicans $X million to $X million in August.

Unbelievable. After three straight months of getting beat and not by a small margin more than 1,170,000 supporters made a donation to close the gap.

We can't let up for one second. These August numbers don't reflect outside group fundraising or spending and in that category we're still getting thrashed.

Right before the conventions, we were being outspent by super PACs alone in Colorado, Florida, Iowa, North Carolina, Virginia, and Wisconsin. That margin was more than 2 to 1 in Florida, Iowa, and North Carolina.

Please donate $X or more today, and let's build on our momentum.

We recently learned Karl Rove is rounding up the most powerful Republican donors to give all they've got to beat Barack Obama.

And it's clear the Romney campaign has been building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the gap. Last week a Romney-Ryan official compared their latest ad campaign to the "daisy cutter" bombs used in the Iraq War. Another adviser to the campaign said their goal from now to Election Day is to "carpet bomb" President Obama and Vice President Biden.

After all our hard work over the past 17 months, I'll be damned if the Romney campaign, Karl Rove, the Koch brothers, and a handful of anonymous billionaires "carpet bomb" the President and end up deciding this election for millions of Americans in the last 57 days.

We just proved we can go head to head with Romney and the Republicans and win. That can't stop now.

This will be a tight race to the end. Donate $X or more today:

[url]

Together we're proving that ordinary Americans not special interests or super PACs will decide this election. I'm proud to be a part of this campaign, and even more determined to make sure our hard work translates into a win for President Obama in November. I hope you feel the same way.

Thanks for all you're doing.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

4

recipients

Obama - Biden --

After three months of being seriously outraised, we outraised Romney and the Republicans $X million to $X million in August.

That is absolutely incredible, team. Congratulations.

Let's take a moment and savor what's possible when we decide to do something -- and then let's get right back to work.

Why? Because the other side's spending will continue to be unprecedented.

Just last week, the Romney campaign promised a post-convention spending blitz against President Obama -- a "carpet bomb" in one adviser's words. A Romney-Ryan official compared the offensive to the "daisy cutter" bombs used in the Iraq War. And last night, the Romney campaign also confirmed that it spent $X million last month, $X million more than it raised.

This kind of spending confirms a grim reality that became clear as they outraised us each month from May through July -- they were building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the fundraising gap.

Don't get discouraged.

We can and will keep it up, one donation at a time. Make yours now to keep this grassroots campaign ahead.

If this was apples to apples between their campaign and ours, we'd be in a great place.

But this year, it's our side vs. their side, plus hundreds of millions in super PAC and outside money being funneled into this election by people like Karl Rove, casino mogul Sheldon Adelson, and the oil billionaire Koch brothers.

Is that the way it should work? No. But could it flip the outcome of this race? Absolutely.

These groups have one real goal: Spend whatever it takes to defeat Barack Obama. They don't care about ordinary Americans having a say in this election. They want to drown us all out.

Recently, we learned that on the final day of the Republican National Convention, Karl Rove brought together 70 of the most powerful donors in the Republican Party to ask for more money for the final two months. According to a journalist in the room, "Rove spoke almost exclusively about defeating Barack Obama and retaking control of the White House. There was sparse praise for Mitt Romney -- either as a candidate or as a future leader and policy maker."

Think about that: They're relying on 70 donors -- united not by support for Mitt Romney, but by hatred of Barack Obama -- to take down the President. Compare that to our side: In August alone, 1,170,000 supporters made a donation to support Barack Obama and Democrats across the country.

If I know anything about this campaign, and about our grassroots supporters, it's that we don't take too kindly to any special interests telling us to sit down and be quiet.

So don't.

Take our momentum from August, and build off it. Pitch in $X or more to keep the lead through these final 57 days:

[url]

Great month.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

Subject: BREAKING: We closed that gap

From: Jim Messina, BarackObama.com <info@barackobama.com>

Sent: Sept. 10, 2012, 8:21 a.m.


Obama - Biden

Huge news:

We finally closed the gap. We outraised Mitt Romney and the Republicans $X million to $X million in August.

Unbelievable. After three straight months of getting beat and not by a small margin more than 1,170,000 supporters made a donation to close the gap.

We can't let up for one second. These August numbers don't reflect outside group fundraising or spending and in that category we're still getting thrashed.

Right before the conventions, we were being outspent by super PACs alone in Colorado, Florida, Iowa, North Carolina, Virginia, and Wisconsin. That margin was more than 2 to 1 in Florida, Iowa, and North Carolina.

Please donate $X or more today, and let's build on our momentum.

We recently learned Karl Rove is rounding up the most powerful Republican donors to give all they've got to beat Barack Obama.

And it's clear the Romney campaign has been building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the gap. Last week a Romney-Ryan official compared their latest ad campaign to the "daisy cutter" bombs used in the Iraq War. Another adviser to the campaign said their goal from now to Election Day is to "carpet bomb" President Obama and Vice President Biden.

After all our hard work over the past 17 months, I'll be damned if the Romney campaign, Karl Rove, the Koch brothers, and a handful of anonymous billionaires "carpet bomb" the President and end up deciding this election for millions of Americans in the last 57 days.

We just proved we can go head to head with Romney and the Republicans and win. That can't stop now.

This will be a tight race to the end. Donate $X or more today:

[url]

Together we're proving that ordinary Americans not special interests or super PACs will decide this election. I'm proud to be a part of this campaign, and even more determined to make sure our hard work translates into a win for President Obama in November. I hope you feel the same way.

Thanks for all you're doing.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

 

Compare variations

Subject: BREAKING: We closed that gap

From: Jim Messina, BarackObama.com <info@barackobama.com>

Sent: Sept. 10, 2012, 8:21 a.m.


Obama - Biden

Huge news:

We finally closed the gap. We outraised Mitt Romney and the Republicans $X million to $X million in August.

Unbelievable. After three straight months of getting beat and not by a small margin more than 1,170,000 supporters made a donation to close the gap.

We can't let up for one second. These August numbers don't reflect outside group fundraising or spending and in that category we're still getting thrashed.

Right before the conventions, we were being outspent by super PACs alone in Colorado, Florida, Iowa, North Carolina, Virginia, and Wisconsin. That margin was more than 2 to 1 in Florida, Iowa, and North Carolina.

Please donate $X or more today, and let's build on our momentum.

We recently learned Karl Rove is rounding up the most powerful Republican donors to give all they've got to beat Barack Obama.

And it's clear the Romney campaign has been building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the gap. Last week a Romney-Ryan official compared their latest ad campaign to the "daisy cutter" bombs used in the Iraq War. Another adviser to the campaign said their goal from now to Election Day is to "carpet bomb" President Obama and Vice President Biden.

After all our hard work over the past 17 months, I'll be damned if the Romney campaign, Karl Rove, the Koch brothers, and a handful of anonymous billionaires "carpet bomb" the President and end up deciding this election for millions of Americans in the last 57 days.

We just proved we can go head to head with Romney and the Republicans and win. That can't stop now.

This will be a tight race to the end. Donate $X or more today:

[url]

Together we're proving that ordinary Americans not special interests or super PACs will decide this election. I'm proud to be a part of this campaign, and even more determined to make sure our hard work translates into a win for President Obama in November. I hope you feel the same way.

Thanks for all you're doing.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

Obama - Biden

Huge news:

We finally closed the gap. We outraised Mitt Romney and the Republicans $X million to $X million in August.

Unbelievable. After three straight months of getting beat and not by a small margin more than 1,170,000 supporters made a donation to close the gap.

We can't let up for one second. These August numbers don't reflect outside group fundraising or spending and in that category we're still getting thrashed.

Right before the conventions, we were being outspent by super PACs alone in Colorado, Florida, Iowa, North Carolina, Virginia, and Wisconsin. That margin was more than 2 to 1 in Florida, Iowa, and North Carolina.

Please donate $X or more today, and let's build on our momentum.

We recently learned Karl Rove is rounding up the most powerful Republican donors to give all they've got to beat Barack Obama.

And it's clear the Romney campaign has been building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the gap. Last week a Romney-Ryan official compared their latest ad campaign to the "daisy cutter" bombs used in the Iraq War. Another adviser to the campaign said their goal from now to Election Day is to "carpet bomb" President Obama and Vice President Biden.

After all our hard work over the past 17 months, I'll be damned if the Romney campaign, Karl Rove, the Koch brothers, and a handful of anonymous billionaires "carpet bomb" the President and end up deciding this election for millions of Americans in the last 57 days.

We just proved we can go head to head with Romney and the Republicans and win. That can't stop now.

This will be a tight race to the end. Donate $X or more today:

[url]

Together we're proving that ordinary Americans not special interests or super PACs will decide this election. I'm proud to be a part of this campaign, and even more determined to make sure our hard work translates into a win for President Obama in November. I hope you feel the same way.

Thanks for all you're doing.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.

Obama - Biden --

After three months of being seriously outraised, we outraised Romney and the Republicans $X million to $X million in August.

That is absolutely incredible, team. Congratulations.

Let's take a moment and savor what's possible when we decide to do something -- and then let's get right back to work.

Why? Because the other side's spending will continue to be unprecedented.

Just last week, the Romney campaign promised a post-convention spending blitz against President Obama -- a "carpet bomb" in one adviser's words. A Romney-Ryan official compared the offensive to the "daisy cutter" bombs used in the Iraq War. And last night, the Romney campaign also confirmed that it spent $X million last month, $X million more than it raised.

This kind of spending confirms a grim reality that became clear as they outraised us each month from May through July -- they were building up a cash advantage that would allow them to blanket the airwaves with negative ads even if we did close the fundraising gap.

Don't get discouraged.

We can and will keep it up, one donation at a time. Make yours now to keep this grassroots campaign ahead.

If this was apples to apples between their campaign and ours, we'd be in a great place.

But this year, it's our side vs. their side, plus hundreds of millions in super PAC and outside money being funneled into this election by people like Karl Rove, casino mogul Sheldon Adelson, and the oil billionaire Koch brothers.

Is that the way it should work? No. But could it flip the outcome of this race? Absolutely.

These groups have one real goal: Spend whatever it takes to defeat Barack Obama. They don't care about ordinary Americans having a say in this election. They want to drown us all out.

Recently, we learned that on the final day of the Republican National Convention, Karl Rove brought together 70 of the most powerful donors in the Republican Party to ask for more money for the final two months. According to a journalist in the room, "Rove spoke almost exclusively about defeating Barack Obama and retaking control of the White House. There was sparse praise for Mitt Romney -- either as a candidate or as a future leader and policy maker."

Think about that: They're relying on 70 donors -- united not by support for Mitt Romney, but by hatred of Barack Obama -- to take down the President. Compare that to our side: In August alone, 1,170,000 supporters made a donation to support Barack Obama and Democrats across the country.

If I know anything about this campaign, and about our grassroots supporters, it's that we don't take too kindly to any special interests telling us to sit down and be quiet.

So don't.

Take our momentum from August, and build off it. Pitch in $X or more to keep the lead through these final 57 days:

[url]

Great month.

Messina

Jim Messina Campaign Manager Obama for America

Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible.