But while national Democrats saw their online donations skyrocket, Internet fundraising remained a tough nut for campaign committees to crack.
Typically, small-dollar donors rally around a candidate or a cause. It’s much harder to entice a new or occasional donor to give to a political committee — perhaps the most emblematic symbol of the Washington, D.C., establishment.
“It is hard to raise money at committees online,” said Vincent Harris, a digital media strategist for Republicans. “America is a candidate-centric electoral system. People want to give money to candidate. They don’t want to give money to a committee.”
In 2012, the Democratic Senatorial Campaign Committee raised more than $35 million online — three times what it raised four years ago, according to a committee official. The DSCC raised nearly twice as much from small-dollar donations, $49 million, as the National Republican Senatorial Committee did last cycle, according to online records.
The National Republican Senatorial Committee doubled its 2008 online haul, and tripled its 2010 online revenue, committee spokesman Brad Dayspring said. He declined to give exact dollar figures.
But generally Senate races have it easier than House races when it comes to raising money online. Typically, Senate candidates have the bandwidth and resources to build their own lucrative online fundraising shops.
Last cycle, Sen. Elizabeth Warren, D-Mass., raised an astounding $24 million online, according to a DSCC official. At the same time, Sens. Sherrod Brown, D-Ohio, and Claire McCaskill, D-Mo., raised large sums online, $7.1 million and $4.5 million, respectively, said the DSCC official.
For the most part, House candidates don’t have the campaign bandwidth to run robust and targeted online fundraising programs — at least not yet.
“I’m not talking about let’s pull a [fundraising] list with everyone with poodles,” said Mark Nevins, a Democratic fundraiser and former DCCC aide. “That’s the sort of thing that the Obama campaign could do. A Congressional campaign just doesn’t have that kind of resource — financial or time.”
That’s where the House campaign committees can be particularly influential. It can support digital campaigns for candidates, and it can raise serious funds online for independent expenditures later in the cycle.
The DCCC’s plans to increase the size of its digital department staff for 2014 — much like every other congressional campaign committee.
The DCCC won’t have Obama’s re-election campaign to compete with this midterm cycle, and the president has agreed to help House Democrats with fundraising for their effort to win the 17 seats needed to make Pelosi speaker again.
House Democrats expect their fundraising program to be even more lucrative in 2014.
“It is easier certainly to fundraise when you are the underdog,” Harris said. “It’s harder for Republicans to build a fortress, than for Democrats to built the canons to shoot at the fortress.”