We, the people know that our best days are still ahead. We know that god shed his grace on the, america. He has given us our freedom to do whats right. God does not drive ford cars. I think he expects us to get up and take action in order to defend these freedoms that our god given. I think god gave us these freedoms. We are not going to let someone, a person, a party, take them from us. We are not going to dethrone god and substitute him with someone who wants to play god. Friends [applause] as you enjoy beautiful colorado, i think it is evidential. Consider the state motto. Nothing without providence. I love finding out that is the state motto. We can appeal to heaven for wisdom and for courage, and america will be saved. Everything with providence. Be ever thankful. Anybody tells you to sit down and shut up, you can go rogue. Get out there and fight for what is right. You know what is right. Down the road. Be ever thankful. I thank you so much for being here, and wanting to be part of a summit that can energize you. You energize me, motivate me and todd. You keep us going. I got your back, because i know you got my back. I appreciate it. I thank you so much for being a part of this cause for freedom. So god bless you. And god bless the United States of america. [applause] sarah palin, the amazing sarah palin [applause] governor palin, gosh, that was wonderful. What an honor that we had you on campus three years ago, and we have been looking forward to having you back. This is terrific. We want to send you back to alaska with a reminder of what real Mountain People look like, and how it might be if you the mama grizzly posed in front of them with one of your bear cubs. I love that. Thank you. Come back to colorado soon, if you ever get tired of those little hills in alaska. Sarah palin. Thank you this was fun. [applause] on the next washington journal, retired marine Lieutenant Colonel without Rand Corporation will will discuss the latest efforts in the airstrikes. Former chief economist on trends in the job market as fulltime jobs are replaced with parttime work. Reporter with the associated he tells about processing and tracking disability payments at the Social Security administration. Journal, live every morning. Cspan presents debates on what makes america great. With indepthht the look of Veterans Health care and irs oversight, Student Loan Debt and campus sexual assault. The new practice on issues including Global Warming and Voting Rights him a fighting infectious disease. And our ahead history tour. Find our tv schedule one week in advance. Let us know what you think about the programs you are watching. Call us or email us. Join the conversation, like a so Facebook Like us on facebook. The program were clinton hillary. Oup, ready for the digital director joined a strategist to talk about how much money that have raised and how it might help the former secretaries of state if she decides to run for president. It is about half an hour. It. It is half an hour. Let me do some quick let me do some quick introductions. We are running short on time. We are going to get started. If folks have questions, we will try to take a few. Afterward, feel free to come up. And hopefully we can get questions answered and get through everything as quickly as possible. What is your title . Politics, advocacy and partner. A lot going on. Who used to work with me. And then we have eli down at the end. He generally causes trouble, but is one of the founders of Rising Tide Interactive and has been working with the ready for hillary campaign. Im going to turn it over to you guys. Nikki is going to walk through the first slides. We will go from there. To echo mike, thanks to everyone for sticking around and coming down today. We are excited to share the work ready for hillary has been doing and paint a picture for you so you can see why it is a different kind of super pac and something we should be excited about. Eli is going to walk through the why we are different. I just want to give a shout out to a couple of other folks in the room. You have safed, the Communications Director and in the back, tracy, the senior adviser. They are awesome. We have upended the model of what a super pac looks like. We have a few statistics about the more traditional model. We have broken that out into donations that were raised from checks over 1 million and checks below 1 million. As you will see, that is just an enormous amount of money coming from a relatively small group of people. On the right represents the amount of money was spent at the president ial level on independent expenditures. As you can see, it was almost all Television Advertising. There was a little bit of digital in there. Almost all of these ads were attack ads against president obama. It was very much one way communication. The super pac was pushing out negative information about the president , the user, very little opportunity to interact. It is just oneway communication. Similarly, this is american crossroads, a picture of the 2012 cycle, which was cofounded by karl rove. On the left, you will see their revenue picture. We broke it out differently. The red represents grassroots donations that are 200 or less. That is overrepresented because otherwise you would not be able to see any red at all. It accounts for approximately 1 260th of the revenue, from actual grassroots donations. On the right side, you have an enormous amount of Television Advertising against the president oneway. So now specifically about ready for hillary. Lets start with a quote from the new york times, repeats small donors emulating the advantage obama had in battling republican outside groups. So i want to jump in from a facebook perspective and talk about advertising trends we see on facebook within the thirdparty super pac space. Overwhelmingly the advertising i see is certainly negative. Well facebook is an amazing twoway communication channel, it is definitely used for most super pacs to just be this distribution of really negative content. For the most part, that is repurposed think tv and blasting it out to audiences on facebook. To juxtapose that, and why ready for hillary has been so unique, in their evolution on facebook, it is this meld of grassroots support a lot of folks use facebook for and social media. As well as a strong direct response channel. It is this meld of brands. That is a unique model of how super pacs can leverage digital. And then to highlight some of these things, so you can see how we are different, 98 over contributions are 100 or less. Compared to the crossroads number, which was based on 200 contributions which was 1 260th of everything they raised. 98 are 100 of or less. And i believe the number currently is we have about 30,000 individuals who have given exactly 20. 16. We have 20,000 donors and if you are on our email list, you we are very close to breaking one hundred thousand, which we are excited about. If you have not donated, hopefully this will help you. Three out of four of our donations are for 25 or less. We have no sixfigure donations. He could take unlimited funds, but we decided we were only going to take up to 25,000. As you can see, we are focused on our low dollar donors. 100 goes to a grassroots infrastructure. We are not running tv ads. Were finding hillary supporters and engaging them in a positive way. That is the goal, to be able to have this enormous list of supporters that, if hillary decides for president , she will be able to access not only money to respond to outside groups but also to make sure we can turn out individuals on the ground for key events. Make sure there is an army of people who are going to be willing to volunteer for the campaign at a moments notice. That is all great in theory, we wanted to walk through in practice how we sketched out how you would build that model from the ground up. This organization really launched in april of 2011 with a small website that garnered an incredible amount of media attention. Interestingly, and this is true of almost any organization, less than 1 of your target audience is ever going to type in the url of your website. In order to make it successful, and currently we have identified 2. 5 million hillary supporters in the database, we needed to find them on the internet and give them a hook to come in and join our movement so we could build and have the infrastructure to achieve our ultimate end. The first way we did that, and while there was a lot of press from the very first thing, we bought google ads on Hillary Clintons name so when individuals were looking for information on her, they also had the opportunity to raise their hand and say i am ready for hillary. I want her to run for president. Search engine marketing, while thought of as the first piece of internet advertising, is a relatively small piece of the total pie. That is why we also did display and social advertising on websites that Hillary Clinton supporters are likely to visit including news and entertainment websites. We can target them based on individual domains to make sure that whenever he hillary is in the news and people are reading about it, the opportunity to join the effort as well. Sorry. Could not see. So to talk about the facebook component of this, theres a couple of elements to that strategy that were interesting and again unique, particularly within the super pac space. So on one side, this idea of building your grassroots support and doing acquisition. Fan acquisition was definitely something where we, facebook was recommending a much more scaledback strategy. Advent dont go all in the fans. Be thoughtful about it. A lot of people still go aggressively toward trying to get to large numbers of fans. One interesting thing i would like to call out that most people dont do, that we recommend, is think about fan acquisition in the context of social context or one degree of separation. You dont need, if you are focused on a congressional race, you dont need to get 100 of eligible voters fans of your page. You need enough to get on hundred percent coverage through their friends. The reason is that allows you to serve, whether it is ads, or organic content, which has a lot of impact, message recall, that sort of thing. That was a big part of the fan Acquisition Strategy ready for hillary had. Figuring out our target markets and selectively do fan acquisition to grow the community of people who then, through their friends, we can reach everyone in that audience. That was strategic and costefficient. The other component is the diversification of their content. A lot of super pacs, this is a one directional channel of negative commentary, negative content. Just a repackaging of video to do that. Page posts, youtube, that sort of thing. Ready for hillary is focused on having a broad range of different types of content on facebook. Close, status updates, a lot of imagery. That is something they have a huge arsenal, beautiful imagery. A lot of photo posts, which is similar to what you would see in a Grassroots Organization than a super pac that is hammering you with single types of content. It is interesting because it was not just kind of all fluffy and feel good content. Every content had a message and often had a specific task. This idea of diverse content was interesting and compelling and engaging you would want to see, but with a clear component to that. And ultimately the page strategy as well. In addition, we have a very strong on the ground residence and actually you can see one thing. We are doing ready to lead training with women across the country. That is one component of what we are doing on the ground. The other things is the ready for hillary bus tour. If you have not had a chance to see at the bus, it will be at the event tomorrow evening. It has gone coast to coast. We have had phenomenal turnout at every event. We have hosted a day of action. We are out on College Campuses and are organizing ready for Hillary University chapters. We have also done roundtables with constituency groups such as black americans, all across the country as well and have had great turnout and a lot of activism coming out of those. We spent the month of june on the road attending pride events all across the country and some phenomenal support, which we were excited to have. And we also host to 2016 fundraisers. It is more about getting everybody together in a room and showing a large group of support for hillary than it is about ringing in 500 contributions or having a traditional high dollar fundraiser. The next component is moving folks through the letter of engagement. So those events on the ground are one component. We think about the strategy in a different way. Those also give us a Good Opportunity to reach out to people and bring them into the process. Once you have somebody who has taken some sort of action, you cant say we want you to donate money and own a piece of the movement right away. And so building engaged and lasting support means engaging people in a lot of ways. So on the lower end of the side you will see what we like to think of as low bar asks. Liking the Facebook Page, free bumper stickers, asking people to sign pledges on the website to support Hillary Clinton for president. What they have taken those actions, it is easier to move them up to get invested. As people move through these low bar actions, we are able to put people into the social organizing tool, which is a great place to give supporters something to do, using the tool to reach out to friends and bring them into the ready for hillary network. The other tool that is very powerful for us is that it feeds into the voter files. We are able to learn more information about our supporters by matching them up directly. Another component that is part of moving people up the ladder of engagement is purchases. Are you a buyer . Some folks like to mix their donation as a purchase. They feel better about it. I am buying a tshirt. Instead of just giving 20. You get a little value. And ultimately getting folks to make a contribution to ready for hillary. We want to spend time talking about ready for hillary in 2014. We are gearing up to do a lot of really exciting things as we head into the fall. One of the big things we are doing, we will be helping candidates up and down the ticket that hillary campaigns for. We first did this with Terry Mcauliffe during his governors race and also phil deblasio. What we planned on doing is capturing, with a photo, a picture of hillary lost she was campaigning for the candidate and taking a quote from that event and putting it on a photo and putting it on facebook and going to our supporters and saying we know youre into hillary. Here is what she has to say about his candidate. Here is why you should support them financially. We plan on mobilizing our network not just financially but driving folks to engage on the ground, whether volunteering or turning out to organize themselves in their own community. You think it is a really great value add. We have folks who have said they are really for hillary. That is awesome. Some of these folks are interested in her. They might not be out there engaged in the 2014 process. Here is an opportunity to take that group of people and direct them to the midterm elections. We are looking forward to them hitting the ground across the country and amplify the work we anticipate hillary is going to do in the last 90 days of the election cycle. So that is our presentation. Im going to let mike go ahead. We will try to take some questions from folks and then well go from there. Thanks. I will take the first question, if that is ok. Can you tell us about so, these movements that we see around the president ial campaigns, by their nature they are not sanctioned by the actual candidate. How did you guys get the idea to go ahead and start this and why the super pac . Ready for hillary was started by two volunteers and a po box. In january of 2013, i guess. And the idea was to capture all of the Latent Energy around the hillary candidacy and give people a place to go. We chose the super pac structure because we believe to the structure was going to allow us to do some cool things. It did not only have to be used for evil to run aggressive negative ads. We wanted to take the structure and say lets go out in the field and give people a positive thing to focus on and show hillary we are ready and we want her to hear that and know that from us. Cool. One more, my next question is, on email, it seems like you guys are building a huge email list, a list of supporters. What are you going to do with that list if hillary were to announce and get started . Our game plan is that hillary will decide to run. When that happens, we will be the first ones to say, hey, everything we have been working for is here and hillary is ready. We will be able to direct them into an official campaign site. We would plan on doing that for a period of time. We will continue to take our list and pivot them to hillary. The other thing is we are certainly going to be looking for ways that we can sell or trade or swap our data with the potential candidacy. We really believe we are gathering great information and data that will be helpful to her, should she decide to run. That differentiates this group from some of the other draft efforts that might have come in previous elections. What we have seen is that these lists are enormously valuable. The Obama Campaign raised some 400 million from internet donations of this magnitude. And the Romney Campaign in some sense seem to be caught flatfooted in that they suffered because they had a much later start whereas the Obama Campaign was able to really never stop messaging and organizing their grassroots infrastructure after the 2008 campaign. They had a four year head start on everybody else and the ability to have that type of enormous infrastructure to go to, we think, can make a great deal of difference. One other thing that is important to note, and is often overlooked, while secretary of state hillary had to shut down her political operations. People are always like, oh, Hillary Clinton. She spent four years representing our country around the world or that is what she was focused on. We have brought her supporters back out to say were going to stand here and get organized and let her know we plan on being there right out of the gate so she does not have to spend time building the initial network. Sounds good. Questions. If you have a question, raise your hand. Go ahead. What about the restriction on super pacs . How does that play into the calculations . You cant just hand the list over. Right. We are an independent expenditure. We do not coordinate with any candidate. But we do believe that the laws are such they do allow assets to be sold and traded among candidates and committees and state parties. So we believe that we are going to wind up in the right place. More questions . Cool. How does the messaging differ for an organization like yours versus say a Traditional Campaign organization . What different messages are you guys using . That maybe would be different than what other people have seen before. One of the things that is unique about this organization is that we are not so it would be presumptuous to think ready for hillary could dictate what Hillary Clintons message is going to be. This is not a campaign. It is focused on building a Grassroots Army and infrastructure. For every time hillary goes out and gives a speech about recent things that have happened, we are echoing that to make sure our email list knows the key points she has hit on and give people opportunities to really join in the efforts she is promoting. And also using her as a force of personality. A lot of the imagery you see on the Facebook Page and on the email list and other channels are things we have done a lot of testing on and seeing that people really respond to. She is an inspiring figure. And really focusing on using those as hooks to make sure people take additional actions to further achieve our ultimate goals. Also it is interesting, and politics there is very few organizations that have access to this kind of brand. Like this very much is, in my work, when i think about trends and where people on facebook are having success, it is the really big brands from this idea of constant Brand Management and how they are going to add value so that at the end of the day, you can make those asks and keep people engaged. Ready for hillary is unique in the sense you have access to this amazing brand. There is an element of consistent reinforcement. And display and promotion of that brand and asking people to take actions and driving convergence. More so than other super pacs, i cant think of another one that has this much of a real brand strategy. Particularly on facebook. Doesnt it concern you that you are so much on facebook. For those of us who do not facebook from anything else, you are limiting the group you are addressing. We may have skewed, allowed you to see a skewed view of where we are focusing. Facebook is a large component of our online strategy. However, it is by no means our driving force. We have a successful direct mail program right now that has been doing phenomenally well. We are seeing a lot of positive support there. Like you saw our on the ground support. We are on the ground, with the ready for hillary. We are attending festivals and fairs and other Community Events across the country. You dont have to be on facebook to be part of this network. Like this is skewed digitally because we are at netroots, but even within the internet sphere, there is an enormous amount of outreach outside of facebook