In one room, they’re building multicolored matrices matching purchases in their online store to hashtags in affiliated Twitter accounts. In another, they’re texting supporters, tracking and amping up RSVPs to the first-anniversary town hall coming up on Saturday in New Jersey. Over at the creative pod, they’ve already cut a 30-second web ad off the idea that came up in the morning meeting. They’re tracking down supporters’ cell-phone numbers. There’s a staffer scanning bar codes on personalized postcards that have been returned, which will now be digitized and emailed to the people whose mailing addresses weren’t working. They’re prepping a glossy mailer that will hit 3.1 million people next week.
Having spent $120 million and signed up 6 million people, Tom Steyer has assembled, in a year, an organization with more reach than the NRA.