Zoom is the new political rally
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Illustration: Shoshana Gordon/Axios
Gatherings of tens of thousands of Vice President Harris' supporters are raising millions of dollars for her campaign — and it's happening on Zoom.
Why it matters: It's a new era of virtual rallies. These online events are cheaper to organize, easier to attend, and they're poised to become a powerful tools for fundraising and voter outreach this fall.
"I have never seen this level of virtual support," said Imani M. Cheers, a professor of media and public affairs at George Washington University.
- "What we're seeing now at the moment is a beautiful intersection of concerned citizens utilizing digital media and virtual technology to campaign, to gather, to organize and — fundamentally — to fundraise," Cheers said.
- Virtual rallies for Harris raised at least $10 million this week.
Zoom out: Harris launched a digital blitz after announcing her candidacy earlier this week.
- Her campaign almost instantly embraced memes and viral videos about the vice president and started new social media profiles to get in front of a younger, chronically online demographic.
- Harris' campaign also set a new presidential donation record, raising $81 million in 24 hours after President Biden ended his campaign
Zoom in: On Sunday night, just hours after Biden bowed out, over 90,000 people joined a Zoom call organized by Win With Black Women and raised at least $1.5 million in three hours, the group said.
- A similar call held by Win With Black Men on Monday attracted around 232,000 attendees and brought in at least $1.3 million in, the nonprofit announced.
- On Thursday night, a "White Women: Answer the Call" Zoom event organized by activist Shannon Watts was attended by around 200,000 participants and raised over $8.5 million, according to organizers.
- These Zoom calls together raised millions for Harris' campaign without her even making a live appearance on screen.
The big picture: Thursday's event was reportedly the largest Zoom call in the company's history.
- Zoom did not respond to Axios' request for confirmation on whether it was the platform's largest call.
- At one point, the call was overwhelmed and briefly shut down, while the donation link for the event also temporarily stopped working after being "flooded."
Between the lines: GWU professor Cheers said that so far, Harris' digital strategy has felt like an evolution of former President Obama's 2008 campaign, which has been credited with harnessing digital media in novel ways to fundraise and empower volunteers.
- Former President Trump also used digital media to spread his message, communicating directly to Americans via Twitter throughout his candidacy and presidency.
What's next: Harris' campaign said on Thursday that it would build on the success of this week's events by also holding calls related to youth, women, labor, and LGBTQ+ later this year.
- Harris is set to give a virtual address at a Gen Z summit hosted by Voters of Tomorrow on Saturday afternoon.
- The group White Dudes for Harris started by Ross Morales Rocketto, a co-founder of Run for Something, will hold a Zoom call on Monday night.
Go deeper: Harris campaign energizes dispirited Black and Asian American voters
