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Reverse-Engineering the 2012 Campaign

This is big, big news:

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4 email variations

65

recipients

I have amazing news, month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans -- 567,044 of whom were first-time donors -- giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there getting the President's back. It's your commitment that gives him -- and everybody who works for this campaign -- the confidence and inspiration to get back at it every single day. And we're all going to do the best we can over the next 31 days to honor that support.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong:

[url]

We're building this campaign the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our campaign so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy -- the right guy -- in the Oval Office:

[url]

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

How's it feel to be a record-holder?

Last month, we surpassed 10 million donations in 2012 alone. We made history.

In September, 1.8 million grassroots supporters like you chipped in $X million to support the campaign and our party's grassroots organization. That's by far our biggest month.

This race isn't over. These last 31 days are the most important, when the final decisions are made. Let's finish strong -- chip in $X or more today:

[url]

More than the total, I love how we raised it. Here are the numbers:

-- 1.8 million people donated to this organization in September -- 567,044 of them for the first time ever. -- For the month, our average contribution was $X and 98 percent of our contributions were $X or less.

Those are great numbers. But it's the people -- like you -- who are the heart of this campaign and make this all possible. It's people like Sarah from North Carolina, who gives to the campaign every month. She says: "Words cannot describe what President Obama has done. I am much better off. He saved my home ... my blood pressure medicine used to cost me $X every month. Now it only costs $X a month."

But let's take a step back for a second: This last month is going to be our toughest and most important yet, and every single one of us needs to step up and keep this momentum going.

Next week, Mitt Romney and his allies are preparing an unprecedented negative ad blitz in critical battleground states across the country. We saw in the debate the extent to which Governor Romney is willing to distort the truth to win -- and we know what that kind of "leadership" will do to our country.

We're going to have to work harder than ever before.

Last month you showed exactly what we're capable of on the ground. In states like Iowa, our ground game kicked off early voting in a big way -- more than 65,000 Democrats have already cast their ballots, compared with more than 21,000 Republicans. In Ohio and Florida, we celebrated the openings of our 100th field office in each state. And speaking of Florida, our team registered 10,000 new voters in a single day last Thursday . We're still looking into if that's a record.

Point is, we're doing this right, but there's still a lot to do. One month to go -- can you donate $X or more today?

[url]

I know you have the President's back every day -- and that matters. It's what gives him, and everyone on this campaign, the confidence and inspiration to keep at it these last 31 days. And I promise you we're all going to do the best we can to honor that support. Together, we will get this done.

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.

2

recipients



I have amazing news, F.

Last month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans 567,044 of whom were first-time donors giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there supporting the President and Democrats across the country. And we're all going to do the best we can over the next 31 days to honor that commitment.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong.

We're building this organization the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our grassroots organization so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama, his allies, and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy the right guy in the Oval Office, and take back Congress:

[url]

Messina

Jim Messina Campaign Manager Obama for America

PAID FOR BY OBAMA VICTORY FUND 2012, A JOINT FUNDRAISING COMMITTEE AUTHORIZED BY OBAMA FOR AMERICA, THE DEMOCRATIC NATIONAL COMMITTEE, AND THE STATE DEMOCRATIC PARTIES IN THE FOLLOWING STATES: CO, FL, IA, NV, NH, NC, OH, PA, VA, AND WI. Contributions or gifts to Obama Victory Fund 2012 are not tax deductible. The first $X from a contributor to Obama Victory Fund 2012 will be allocated to Obama for America, designated for the general election. The next $X from a contributor will be allocated to the Democratic National Committee. Any additional amount s from a contributor will be divided among the State Democratic Party Committees as follows, up to $X per committee and subject to the biennial aggregate limits: OH 24% , FL 15% ; WI 12% ; IA 10% ; NV 10% ; VA 9% ; CO 7% ; NC 7% ; PA 3% ; and NH 3% . A contributor may designate a contribution for a particular participant. This allocation formula may change if following it would result in an excessive contribution. Contributions will be used in connection with a Federal election, may be spent on any activities of the participants as each committee determines in its sole discretion, and will not be earmarked for any particular candidate.

2

recipients

Obama - Biden

You should be the first to hear about this.

the most for an election year in history. And we raised an incredible $X million in September from 1.8 million Americans supporting this campaign and our party's grassroots organization, with more than 567,000 donating for the first time.

We did it the right way one donation at a time, each an average of $X and 98 percent of donations $X and under.

We have exactly one month to go and this race is still neck and neck. Chip in $X or more today I can promise you that your donation will go further today than it will later on.

You're building the best grassroots campaign our politics has ever seen. Take a look:

1 Last month, we opened our 100th field office in Ohio and in Florida. That's just incredible, especially when you compare that to the 38 Romney offices in Ohio and the 47 in Florida.

2 Speaking of Florida ... on Thursday alone, our team registered 10,000 voters there. In a single day. Similar things are happening across the country. Last month in Nevada, we registered twice as many voters as Republicans did, and we now lead the party breakdown by 71,000 registered voters.

3 From here on out, every day is Election Day. People are voting right now in key states like Iowa, where more than 105,000 people have already cast their ballots 62 percent of those voters are Democrats, compared to just 20 percent Republicans.

The work you're doing is paying off. It's how we're going to win this election.

On good days and bad, it's on all of us to have the President's back. I can

inspires not only the President, but everyone who works on this campaign. And my staff knows it's their job to honor that commitment by running the smartest, quickest, and most battle-tested organization we can.

In the debate this week, our opponent was both wrong and dishonest that's a dangerous combination. We're telling voters the truth.

The stakes are too high for us to lose this election. Chip in $X or more, and let's go win:

[url]

Thanks for doing everything you can in these next 31 days.

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: This is big, big news:

From: info@barackobama.com

Sent: Oct. 6, 2012, 6:05 a.m.


I have amazing news, month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans -- 567,044 of whom were first-time donors -- giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there getting the President's back. It's your commitment that gives him -- and everybody who works for this campaign -- the confidence and inspiration to get back at it every single day. And we're all going to do the best we can over the next 31 days to honor that support.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong:

[url]

We're building this campaign the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our campaign so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy -- the right guy -- in the Oval Office:

[url]

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: This is big, big news:

From: info@barackobama.com

Sent: Oct. 6, 2012, 6:05 a.m.


I have amazing news, month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans -- 567,044 of whom were first-time donors -- giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there getting the President's back. It's your commitment that gives him -- and everybody who works for this campaign -- the confidence and inspiration to get back at it every single day. And we're all going to do the best we can over the next 31 days to honor that support.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong:

[url]

We're building this campaign the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our campaign so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy -- the right guy -- in the Oval Office:

[url]

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.

I have amazing news, month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans -- 567,044 of whom were first-time donors -- giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there getting the President's back. It's your commitment that gives him -- and everybody who works for this campaign -- the confidence and inspiration to get back at it every single day. And we're all going to do the best we can over the next 31 days to honor that support.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong:

[url]

We're building this campaign the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our campaign so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy -- the right guy -- in the Oval Office:

[url]

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.

How's it feel to be a record-holder?

Last month, we surpassed 10 million donations in 2012 alone. We made history.

In September, 1.8 million grassroots supporters like you chipped in $X million to support the campaign and our party's grassroots organization. That's by far our biggest month.

This race isn't over. These last 31 days are the most important, when the final decisions are made. Let's finish strong -- chip in $X or more today:

[url]

More than the total, I love how we raised it. Here are the numbers:

-- 1.8 million people donated to this organization in September -- 567,044 of them for the first time ever. -- For the month, our average contribution was $X and 98 percent of our contributions were $X or less.

Those are great numbers. But it's the people -- like you -- who are the heart of this campaign and make this all possible. It's people like Sarah from North Carolina, who gives to the campaign every month. She says: "Words cannot describe what President Obama has done. I am much better off. He saved my home ... my blood pressure medicine used to cost me $X every month. Now it only costs $X a month."

But let's take a step back for a second: This last month is going to be our toughest and most important yet, and every single one of us needs to step up and keep this momentum going.

Next week, Mitt Romney and his allies are preparing an unprecedented negative ad blitz in critical battleground states across the country. We saw in the debate the extent to which Governor Romney is willing to distort the truth to win -- and we know what that kind of "leadership" will do to our country.

We're going to have to work harder than ever before.

Last month you showed exactly what we're capable of on the ground. In states like Iowa, our ground game kicked off early voting in a big way -- more than 65,000 Democrats have already cast their ballots, compared with more than 21,000 Republicans. In Ohio and Florida, we celebrated the openings of our 100th field office in each state. And speaking of Florida, our team registered 10,000 new voters in a single day last Thursday . We're still looking into if that's a record.

Point is, we're doing this right, but there's still a lot to do. One month to go -- can you donate $X or more today?

[url]

I know you have the President's back every day -- and that matters. It's what gives him, and everyone on this campaign, the confidence and inspiration to keep at it these last 31 days. And I promise you we're all going to do the best we can to honor that support. Together, we will get this done.

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.



I have amazing news, F.

Last month, we surpassed 10 million donations in 2012 alone. We made history. And we raised $X million during the month of September. I don't think I have to tell you how huge that number is.

The more important tally, though, is the number of grassroots donors who came together last month to chip in what they can to help grow this campaign and our party's grassroots organization: more than 1.8 million Americans 567,044 of whom were first-time donors giving an average donation of just $X. And 98% of the donations were $X and under.

Day in and day out, you're out there supporting the President and Democrats across the country. And we're all going to do the best we can over the next 31 days to honor that commitment.

But this election isn't over. With just one month left, we need to lean in and sprint.

Chip in $X or more now so we can finish strong.

We're building this organization the right way, from the grassroots up. Laurie, a factory worker in Iowa, perfectly captured the spirit of our campaign: "I plan to make another donation, probably several. I actually love that you can make a six-dollar donation. Six bucks? Come on, that's a burger or some coffee."

What makes our grassroots organization so strong is that people like Laurie are giving what they can when they can, because they know that every donation counts, no matter how big or small.

Our opponents don't have that. They're relying on distortions, negativity, and outside groups to win this election.

In the debate, Romney showed just how far he was willing to deviate from the truth in order to win. Outside groups are flooding the airwaves with negative ads trashing President Obama, his allies, and everything we've accomplished together in the past four years.

Over the course of next week alone, these groups are planning an unprecedented negative ad blitz in battleground states across the country.

That's why it's so critical that we don't get complacent. I know I've asked a lot of you these past few months, but that's only because this is extraordinarily important.

Donate $X or more now so we can keep our guy the right guy in the Oval Office, and take back Congress:

[url]

Messina

Jim Messina Campaign Manager Obama for America

PAID FOR BY OBAMA VICTORY FUND 2012, A JOINT FUNDRAISING COMMITTEE AUTHORIZED BY OBAMA FOR AMERICA, THE DEMOCRATIC NATIONAL COMMITTEE, AND THE STATE DEMOCRATIC PARTIES IN THE FOLLOWING STATES: CO, FL, IA, NV, NH, NC, OH, PA, VA, AND WI. Contributions or gifts to Obama Victory Fund 2012 are not tax deductible. The first $X from a contributor to Obama Victory Fund 2012 will be allocated to Obama for America, designated for the general election. The next $X from a contributor will be allocated to the Democratic National Committee. Any additional amount s from a contributor will be divided among the State Democratic Party Committees as follows, up to $X per committee and subject to the biennial aggregate limits: OH 24% , FL 15% ; WI 12% ; IA 10% ; NV 10% ; VA 9% ; CO 7% ; NC 7% ; PA 3% ; and NH 3% . A contributor may designate a contribution for a particular participant. This allocation formula may change if following it would result in an excessive contribution. Contributions will be used in connection with a Federal election, may be spent on any activities of the participants as each committee determines in its sole discretion, and will not be earmarked for any particular candidate.

Obama - Biden

You should be the first to hear about this.

the most for an election year in history. And we raised an incredible $X million in September from 1.8 million Americans supporting this campaign and our party's grassroots organization, with more than 567,000 donating for the first time.

We did it the right way one donation at a time, each an average of $X and 98 percent of donations $X and under.

We have exactly one month to go and this race is still neck and neck. Chip in $X or more today I can promise you that your donation will go further today than it will later on.

You're building the best grassroots campaign our politics has ever seen. Take a look:

1 Last month, we opened our 100th field office in Ohio and in Florida. That's just incredible, especially when you compare that to the 38 Romney offices in Ohio and the 47 in Florida.

2 Speaking of Florida ... on Thursday alone, our team registered 10,000 voters there. In a single day. Similar things are happening across the country. Last month in Nevada, we registered twice as many voters as Republicans did, and we now lead the party breakdown by 71,000 registered voters.

3 From here on out, every day is Election Day. People are voting right now in key states like Iowa, where more than 105,000 people have already cast their ballots 62 percent of those voters are Democrats, compared to just 20 percent Republicans.

The work you're doing is paying off. It's how we're going to win this election.

On good days and bad, it's on all of us to have the President's back. I can

inspires not only the President, but everyone who works on this campaign. And my staff knows it's their job to honor that commitment by running the smartest, quickest, and most battle-tested organization we can.

In the debate this week, our opponent was both wrong and dishonest that's a dangerous combination. We're telling voters the truth.

The stakes are too high for us to lose this election. Chip in $X or more, and let's go win:

[url]

Thanks for doing everything you can in these next 31 days.

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.