Online politics a progressive monopoly? Not in California, at least judging from the battle waged over the internet to pass Proposition 8, the 2008 ballot initiative that banned gay marriage in that state:
The ProtectMarriage.com coalition used the Web to fuel fundraising, volunteerism, and voter persuasion, and two tactics in particular may have given them an edge: online ads targeted using voter file data, and a last-minute get-out-the-vote ad blitz.
The “Yes on 8″ campaign got attention, not only for taking a forward-thinking and integrated approach to using the Internet, but for demonstrating that having a younger, more liberal base doesn’t necessitate Web prowess. Schubert-Flint Public Affairs, the firm that ran the overall campaign, along with its Internet ad and e-mail strategy partner Connell Donatelli, recently won multiple awards from the Association of Political and Public Affairs Professionals for its digital “Yes on Prop 8″ campaign.