An email list can be used to mobilize supporters for fundraising, crowd-creation and such during a campaign. The Gilmore team also encouraged supporters to forward email newsletters to personal email lists and to attach personal messages at the top. Email is also much cheaper than direct surface mail and broadcast advertising. Email is not the only way to reach people. A website needs to be more than an online version of a campaign's brochure.
Websites can include online polls, tax calculators, and games that emphasize a campaign's messages.
They can also capture supporter contact information. Juno provides free Internet service to members who agree to provide extensive demographic and psychographic information which is used primarily to target advertising at them. Experienced campaigners and lobbyists know that targeting by ZIP code and demographics means everything in an advocacy campaign. A year from now, no large-scale advocacy campaign will be able to afford not to use this type of technology. Another campaign aided by use of the Internet was Gov Jesse Ventura's run in Minnesota last year.