Here is what Paul Loeb, of Soul of a Citizen, said:
But it was more than the matching offer that's made this the DNC's single most successful fundraising email since 2004. And more even than the timing. Like most of us, I'm sure the Minnesota woman had gotten plenty of requests for contributions, including promises that some Senator, Congressperson, or anonymous wealthy donor would step in and amplify what she gave. But she hadn't responded. These matching appeals help our modest dollars go further. I respond to them when I can. But I also wonder why donors who have so much more money than I do (or so much in their campaign coffers while sitting on safe seats) don't simply give whatever they were planning to anyway without all the gamesmanship. They're trying to multiply their impact, I know, and often this works. But it also sends a bit of a double message.This appeal felt different. Like the Party's new social networking tool, PartyBuilder, it offered those participating a human connection. It allowed me and others who'd already contributed a way to increase the impact of what we gave, and those responding to remember that they were being joined not just by generic donors, but by specific ordinary citizens who, like them, would contribute despite having to juggle budgets, bills and other normal commitments. That made all the difference to the woman from Minnesota. And it made all the difference to me, letting me tell the story of why I was contributing, and giving more than I'd originally planned. invited others to respond in kind. It made the process more personal.