The influx of small donors is due in part to the 13 million-plus person supporter list built by the campaign in the 2008 election. This e-mail list has been used to pump small donations - as small as $3 at a time - from supporters using a variety of tactics including partisan appeals and contests to win time with the president. The common denominator of the appeals has been their personal nature.
Teddy Goff, the digital director for the Obama campaign, explained the key to small donor fundraising, which is largely done through the Internet. “The thing that helps us raise money is content that resonates with people that makes people feel connected to the campaign.”
Goff told The Huffington Post the campaign team learned in 2007 and 2008 that donors giving $5 or $10 aren’t looking for a transactional relationship. “These are people who feel emotionally invested in something bigger than themselves.” (HuffPo)