Obama campaign turns to text messages for donations

President Obama’s reelection campaign will begin accepting donations sent by text messages this week, marking the first foray into a potentially lucrative new avenue of grass-roots fundraising for federal candidates.

The strategy could prove particularly important for Obama, whose campaign focuses heavily on small donors and has fallen badly behind Romney in fundraising in recent months.

As an example of what to expect, the campaign said video screens at upcoming events could include a plea for cellphone donations that reads: “To contribute $10 to Obama for America, text GIVE to 62262.”

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Rachel Weiner · August 23, 2012

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