What will become of candidate Barack Obama's massive email list which helped him raise $500 million and win a four year trip to the White House? It is likely to be used as a base to launch a stand-alone, online advocacy community in the vein of MoveOn.org. The operation could come under the aegis of the Democratic National Committee and serve as a marketing vehicle for Obama and fellow Democrats for years to come. Efforts to build contact lists in all 50 states began months before the Iowa caucuses. Field teams used various tactics, including collecting addresses at events, via online advertising and by offering incentives such as a free bumper sticker in exchange for contact information. Often, after collecting addresses, follow-up emails steered people to MyBarackObama.com, where they could find information on how to host events themselves. On Election Day, the campaign used its massive list for a get-out-the-vote effort. Emails provided people with the names of five others who supported Obama and asked them to call each one to ensure they were going to the polls, and offer a ride if need be.
