(1) Create a graphic design that says something about the candidate.  Most candidate websites are cookie cutter in terms of design.  Stand out by creating a graphic identity that actually speaks to who the candiate is.  The Kinky Friedman for Governor website is a good example of a site design with some personality.

(2) Give visitors stuff to do besides just give you money.  Ask them to knock on doors for you.  Ask them to plan their own campaign event.  Ask them to write letters to the editors at local papers.  Ask them to hold their own voter registration drives.  Use your site to invite people to participate in your campaign and give them tools they can use to do it.

(3) Recognize your best volunteers.  Invite your ten best online volunteers to have lunch with the candidate.  Send them a t-shirt.  Highlight their efforts on the site.  People are more likely to help you if they feel appreciated and rewarded.

(4) Make fundraising pitches specific and tie them to events in the news.  Ask volunteers to give money to run an ad in a local newspaper in response to specific opponent attack.  People are more likely to give online if the pitch is specific and timely.

(5) Cut down on the number of emails, particularly the ones begging for money.  The more emails you send out the less of an impact they will have.  Don't turn off your volunteers by sending them too many emails.  I'd aim for two a week at most – one providing an update on what's new with the campaign and another fundraising pitch.

(6) Don't blog unless you are going to embrace the spirit of blogging.  As the saying goes, write like you are sending an email to five close friends (not like a lawyer).  Read other blogs.  Link to other bloggers  Allow comments.

(7) Publish as much content as possible via RSS feeds.  News. Video. Audio.   Help spread your content by making it easy for people to subscribe to, download and publish to their own site.

(8) If you go negative, try to be clever about it.  Funny spreads a lot better online than heavy handed and mean.  Use humor to make distinctions between you and your opponent.

(9) Provide users with a behind the scenes look at your campaign.  Produce videos that show the candidate in private moments.  Have campaign staffers blog about the day-to-day campaign grind.  Share some tidbits about your strategy and invite feedback. 

(10) Create a community around your site.  Ultimately, by creating engaging content and giving users ways to participate in your campaign online you will end up creating an online community in support of the candidate.  That is what you should strive for.

This post was written as part of Pro Blogger's Group Writing Project.  The Pro Blogger website is highly recommend for anyone looking to learn more about blogging.

About the Author
Todd Zeigler
Todd Zeigler serves as the Brick Factory’s chief strategist and oversees the operations of the firm. In his sixteen year career in digital, he has planned and implemented campaigns for clients including the Pickens Plan, International Youth Foundation, Panthera, Edison Electric Institute, and the American Chemistry Council. Todd develops ambitious online advocacy programs, manages crises, implements online marketing strategies, and develops custom applications and software. He is bad at golf though.