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Mega-Millions 2012: Key Experiments and Discoveries in the World of Online Fundraising

Session Type(s): Panel

Starts: Thursday, Jun. 20 3:00 PM

Ends: Thursday, Jun. 20 4:15 PM

Room: 210 CG

Progressives in 2012 made incredible advances in the art and science of online fundraising. In this rapid-fire session, panelists will share the tactics and tests that helped them raise hundreds of millions of dollars, much of it from small-dollar donors. You’ll walk away with a host of ideas you can try in your own organizations and campaigns. Panelists will also discuss what didn’t work and how these failures ended up being as informative as the successes. This behind-the-scenes look into the world of online fundraising will conclude with a discussion of how lessons learned at the national level can be applied to state and local politics.

Watch live streaming video from fstv2 at


Amelia Showalter


Amelia Showalter is the former Director of Digital Analytics at President Obama’s re-election campaign. She led a cutting-edge Digital Analytics team that designed and implemented hundreds of experiments to improve the performance of all types of digital outreach. Before the Obama campaign, she provided data analysis and microtargeting to dozens of campaigns as a strategist at Changing Targets Media and MSHC Partners. Her new mission as a solo consultant is to bring the Obama campaign’s culture of rigorous testing and analysis to progressive organizations, campaigns, and firms.

Other sessions: Big Ears Meets Big Data: How to Unleash Member Energy through Analytics

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Brandon English

Brandon English is the Digital Director for the Democratic Congressional Campaign Committee (DCCC). During his eight-year tenure at the DCCC, the Digital Program’s fundraising capacity has grown by 800%. In the 2012 election cycle, the DCCC’s online grassroots network raised over $50 million to support Democratic candidates. In addition, the DCCC’s digital rapid response efforts have been featured by NBC, ABC, CBS, CNN, the New York Times and Washington Post.

Brandon was born and raised in Cleveland Heights, Ohio — and no, he doesn’t want LeBron to come back to Cleveland.

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Toby Fallsgraff


Toby Fallsgraff is the digital director at Organizing for Action. As Obama for America’s email director for the 2012 campaign, he led the campaign’s email messaging, fundraising, and optimization strategy. Prior to the campaign, Toby served as an email fundraising strategist with Organizing for America at the DNC following several years working as a consultant at M+R Strategic Services, working with organizations like the Human Rights Campaign, AARP, and the Save Darfur Coalition.

A proud Cleveland native and beleagured sports fan, Toby got his start in local Ohio campaigns and managed a congressional race in Northeast Ohio in 2008. He graduated from Ohio University’s Scripps School of Journalism and received a Master’s degree in political management from George Washington University. Toby also moonlights as the frontman of an indie rock band called Daddy’s Gonna Kill Ralphie.

Lauren Miller


Lauren Miller is Senior Director at Bully Pulpit Interactive, the Democratic Party’s largest digital marketing agency.

In 2012, she served as Digital Director for Elizabeth Warren’s historic Senate campaign in Massachusetts, and she continues to manage Senator Warren’s online communications, outreach, and fundraising strategy. The Warren campaign raised more money from small-dollar donors than any campaign in Senate history.

Prior to joining Senator Warren’s campaign, Lauren served as Director of Email and Online Communications at Blue State Digital. During her 6+ years at the company, she oversaw online advocacy, outreach, fundraising and social media programs for more than 150 campaigns and organizations, including the Democratic National Committee, Senator Ted Kennedy, the American Red Cross, and the NAACP.

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Ilya Sheyman

Ilya Sheyman

Ilya Sheyman is Executive Director of Political Action, whose 8 million members across the country fight for a progressive agenda and to elect candidates who are committed to standing up for progressive values.

Ilya previously ran for Congress in a Democratic Primary in Illinois’ 10th District where he garnered nearly 40 percent of the vote in a four way race, earning national attention. Prior to his campaign, Ilya served as MoveOn’s national Mobilization Director, bringing progressive activists across the country together to pass health care reform and organize around key issues.

Before coming to MoveOn, Ilya also served as field director at Democracy for America, where he helped elect progressive candidates to every level of office, and as the online organizing manager for USAction/

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