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Reverse-Engineering the 2012 Campaign

Listen up:

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3 email variations

40

recipients

Obama - Biden --

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: September 20, 2012

Thank you so much for that donation. You've helped strengthen this campaign on the ground.

This is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X today ahead of this Friday's big budget deadline? That's just 11 cents for each day we have left.

We noticed you haven't used Quick Donate yet. Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

Or donate another amount. Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days.

To win this the right way, as always, President Obama needs your support. Chip in $X now:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this.

-------- If we got your most recent donation wrong, it may be because you gave offline or with a different email address.

Paid for by Obama for America

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

21

recipients



This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Most recent donation: $X -- Total amount donated in 2012: $X

It looks like you haven't given yet. That may be because you gave using a different email address than you're using now -- if we've got this wrong, I apologize.

But if you indeed have not yet given, there's still time. Just not very much -- this Friday is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X or more today ahead of this Friday's big budget deadline? That's just 19 cents for each day we have left:

[url]

We're looking at what we have in the bank by Friday at midnight in order to determine how many more offices we can open, how many new field organizers we can hire, and how fiercely we can compete in critical battleground states.

As we face these difficult decisions, the President needs your support if we're going win.

Chip in $X or more now, before the big budget deadline:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this:

[url]

--------------------------------------------------------------------- Paid for by Obama for America

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

3

recipients



Obama - Biden

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: May 20, 2009

It looks like you gave in 2008, but haven't given yet in 2012. That may be because you gave using a different email address -- if we've got this wrong, I apologize.

But if you haven't yet donated to support President Obama in 2012, there's still time. Just not very much -- this Friday is one of our last opportunities to plan for the final weeks of this campaign.

_Can you give $X or more today ahead of this Friday's big budget deadline? That's just 56 cents for each day we have left. _

Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days. We're looking at what we have in the bank by Friday at midnight in order to determine how many more offices we can open, how many new field organizers we can hire, and how hard we can compete in critical battleground states.

As we face these difficult decisions, the President needs your support again if we're going to win. Chip in $X or more now, before the big budget deadline:

_[url] _

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: _We've got this. _

Paid for by Obama for America

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

Subject: Listen up:

From: Ann Marie Habershaw, BarackObama.com <info@barackobama.com>

Sent: Oct. 10, 2012, 4:11 a.m.


Obama - Biden --

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: September 20, 2012

Thank you so much for that donation. You've helped strengthen this campaign on the ground.

This is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X today ahead of this Friday's big budget deadline? That's just 11 cents for each day we have left.

We noticed you haven't used Quick Donate yet. Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

Or donate another amount. Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days.

To win this the right way, as always, President Obama needs your support. Chip in $X now:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this.

-------- If we got your most recent donation wrong, it may be because you gave offline or with a different email address.

Paid for by Obama for America

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

 

Compare variations

Subject: Listen up:

From: Ann Marie Habershaw, BarackObama.com <info@barackobama.com>

Sent: Oct. 10, 2012, 4:11 a.m.


Obama - Biden --

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: September 20, 2012

Thank you so much for that donation. You've helped strengthen this campaign on the ground.

This is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X today ahead of this Friday's big budget deadline? That's just 11 cents for each day we have left.

We noticed you haven't used Quick Donate yet. Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

Or donate another amount. Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days.

To win this the right way, as always, President Obama needs your support. Chip in $X now:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this.

-------- If we got your most recent donation wrong, it may be because you gave offline or with a different email address.

Paid for by Obama for America

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

Obama - Biden --

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: September 20, 2012

Thank you so much for that donation. You've helped strengthen this campaign on the ground.

This is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X today ahead of this Friday's big budget deadline? That's just 11 cents for each day we have left.

We noticed you haven't used Quick Donate yet. Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

QUICK DONATE: $X

Or donate another amount. Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days.

To win this the right way, as always, President Obama needs your support. Chip in $X now:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this.

-------- If we got your most recent donation wrong, it may be because you gave offline or with a different email address.

Paid for by Obama for America

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



This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Most recent donation: $X -- Total amount donated in 2012: $X

It looks like you haven't given yet. That may be because you gave using a different email address than you're using now -- if we've got this wrong, I apologize.

But if you indeed have not yet given, there's still time. Just not very much -- this Friday is one of our last opportunities to plan for the final weeks of this campaign.

Can you give $X or more today ahead of this Friday's big budget deadline? That's just 19 cents for each day we have left:

[url]

We're looking at what we have in the bank by Friday at midnight in order to determine how many more offices we can open, how many new field organizers we can hire, and how fiercely we can compete in critical battleground states.

As we face these difficult decisions, the President needs your support if we're going win.

Chip in $X or more now, before the big budget deadline:

[url]

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

ordinary Americans will have sent a powerful message to outside groups and special interests: We've got this:

[url]

--------------------------------------------------------------------- Paid for by Obama for America

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



Obama - Biden

This week, we need to make some of the last, tough choices about what the final push of this grassroots organization will look like -- where we can compete and how fiercely.

It's a close race, and you hold the power here. According to our records associated with this exact email address:

-- Your supporter ID is: -- Your most recent donation was: $X -- On this date: May 20, 2009

It looks like you gave in 2008, but haven't given yet in 2012. That may be because you gave using a different email address -- if we've got this wrong, I apologize.

But if you haven't yet donated to support President Obama in 2012, there's still time. Just not very much -- this Friday is one of our last opportunities to plan for the final weeks of this campaign.

_Can you give $X or more today ahead of this Friday's big budget deadline? That's just 56 cents for each day we have left. _

Our opponents are planning to bury our message in an avalanche of negative ads in battleground states across the country.

We can't let those misrepresentations go uncontested, so we'll defend the President's record on the air as much as we can.

But this election will be won or lost on the ground, and that means we have to make some huge budget decisions in just a few days. We're looking at what we have in the bank by Friday at midnight in order to determine how many more offices we can open, how many new field organizers we can hire, and how hard we can compete in critical battleground states.

As we face these difficult decisions, the President needs your support again if we're going to win. Chip in $X or more now, before the big budget deadline:

_[url] _

Ann Marie

Ann Marie Habershaw Chief Operating Officer Obama for America

P.S. -- A little perspective. If we win this election, ordinary Americans will have sent a powerful message to outside groups and special interests: _We've got this. _

Paid for by Obama for America

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