It’s been a long campaign season. On the eve of the U.S. election, I’ve enjoyed seeing how much a message and a cause could grow, by building both an online and offline community of like-minded citizens. It’s been a fascinating case study over time.

So here’s one more article by the Wall Street Journal on how both campaigns have used technology to connect to new supporters. It gives an ironic view of how politics is moving back towards the personal touch, using the Internet.

The article mentions the importance of tapping into local communities, turning online support into offline activity, and "building a network of local volunteers and letting them spread the work by talking to their neighbors, co-workers, and friends."  Online systems help keep track of who has been contacted and provide online maps for door-to-door visits. Social networking sites help identify potential volunteers.

I particularly like this quote about a manual that is used to train volunteers for the Obama campaign:

"The 86-page manual from the program tells volunteers how to build relationships and the importance of using personal stories. "Stories appeal to our hearts, while strategy appeals to our heads–both are important to successful campaigns."

Stories that appeal to the heart, communities built on relationships, and spreading the word, one person at a time.  These are enduring, no matter what season of the year. 

If you haven’t already voted early or through the mail, show up to the polls tomorrow to make your voice heard…