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    The Fabled Obama Machine Tests Itself - and Fellow Dems - On Health Care

    Posted:
    07/17/09
    Filed Under:Health Care
    In its first big splash since becoming an arm of the Democratic National Committee, Barack Obama's activist army surfaced this week with TV ads targeting fellow Democrats it considers wobbly on health reform. It's also asking hundreds of thousands of small business owners to go to bat for health reform and sponsoring thousands of activities in all 50 states to build support for it.
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    It would be an understatement to say expectations were high when the Obama high command announced it was turning Obama For America into Organizing For America and moving it from Chicago to DNC headquarters in Washington. Yet for a while, the fabled grassroots troops that powered Obama to the White House appeared to be AWOL. It seemed that the "movement" and its massive 13 million name e-mail list had been lost in transition.
    Well, they're back, and the next three crucial weeks should give us some indication of whether Team Obama has successfully transformed an election campaign operation into an issue advocacy shop.
    The energy level is surging now that Obama has challenged the House and Senate to pass health care bills before their summer recess -- July 31 for the House, Aug. 7 for the Senate. While 13 million names won't ever net you anywhere close to 13 million activists, the list's potential becomes clear when you see OFA mining it for hundreds of thousands of small business owners, or raising enough money to run a TV ad for two weeks on national cable and locally in eight states.
    And yet there's no way the intensity or sheer numbers of last year can be matched. The Web site TechPresident.com offers a few dramatic statistics from MyBarackObama.com, the campaign's social networking site: 2 million profiles were created, 200,000 offline events were planned, about 400,000 blog posts were written and more than 35,000 volunteer groups were created. And 70,000 people created their own fundraising pages on the site, raising $30 million from people they knew.
    Fueling the activity, and feeding off it, was the urgency millions of people felt about the direction of the country, and the excitement generated by a historic, charismatic candidate. On top of that, add in the fact that this was a simple choice between two men.
    Cut to 2009. Obama is pushing hard for sweeping policy shifts on health care and climate change – two areas that are complex, controversial and nowhere near as urgent in the public view as jobs and the economy. They are not "man-the-barricade issues," Frank Newport, editor of the Gallup Poll, says of health and climate change. "They do not directly affect most Americans most days."
    And if health care is not a barricades issue, consider the federal budget. That's one of the first tasks OFA took on. "I can't remember an organization that's gone out and organized around a budget," OFA executive director Mitch Stewart said in an interview. He said thousands of people knocked on doors in thousands of neighborhoods to promote Obama's budget, which passed in April. Earlier, in February, OFA organized some 3,500 house parties in support of Obama's economic stimulus package. That also passed. The group doesn't take "100 percent credit" for either victory, Stewart says, but is proud of its role.
    Still, the efforts were minuscule compared to what had come before, and drew little attention. Some observers say bad planning cost the Obama team time and momentum. "All of that grassroots energy that the Obama campaign really stoked and channeled was allowed to go back into the woodwork," says Micah Sifry, editor of TechPresident.com. "For a period the Obama organization wasn't moving. It was in a waiting mode."
    Turning OFA into an issue advocacy group required moving, budgeting, hiring and lots of training. Eighty percent of the staff worked on the campaign and were familiar with tactics. This year they've had to learn issues and what to say about them – the economy, the budget, now health care, and later energy and education. The plan has always been a two-year rollout, Stewart said.
    It's an enormous task that leads to the question of what will happen when Obama leaves the White House in 2013 or 2017. Will he bequeath his 13 million e-mail addresses and his organization to the DNC, or take it all with him and force the party to start over? One hint that he will take it with him: Organizing For America doesn't have its own Web site. It's found online at www.BarackObama.com.
    "We're not having long-term conversations," Stewart said. "I imagine it will continue in some shape or form. Right now we're only focused on getting health care passed."
    Stewart calls health care "certainly the biggest motivating activity that we've done up to this point." The media agree and are starting to pay attention. "Obama's Sleeping Beast Starts to Awaken," Sifry wrote this week on his blog.
    Some of the activity is traditional grassroots mobilization. On Saturday and continuing to next weekend, OFA events across the country will include door-to-door canvasses, phone banks, roundtable discussions, community gatherings and visits by people with health insurance issues to the state and district offices of their senators and House members.
    What has really grabbed attention, however, is OFA's TV campaign. Its 30-second ad features five people "affected by America's broken health system" who say "it's time" for reform. Conventional enough. The eye-popper is where it's running. Arkansas, Indiana, Florida, Louisiana, Maine, North Dakota, Nebraska and Ohio. Conservative Democratic senators from at least five of those states have expressed doubts about key elements of health reform. The Ohio, Maine and Florida buys appear to be aimed at moderate Republicans.
    I guess you could argue that it's the job of the Democratic Senate Campaign Committee to protect Democratic senators, but the DNC usually is on their side as well. "We want all 100 senators" to support health reform, DNC spokesman Hari Sevugan said of where the ad is running.
    Stewart was only slightly more responsive when asked why a DNC subsidiary is putting pressure on Democrats. "Our mission is to support the president's agenda," he said of OFA. That wasn't much of an answer to me, but it's a clear message to Democrats in Congress.

    Sunday morning update: Even more Democrats are now being targeted. The DNC said this weekend it has expanded the ad buy to 15 more cities -- Savannah, Palm Springs, Calif., Seattle, Nashville, Bloomington, Ind., Sacramento, Salt Lake City, New Orleans, Pittsburgh, Charlotte, Little Rock, Columbus, Marquette and Grand Rapids, Mich., and Medford, Ore. Politico notes that all are in districts of House members on the key Energy and Commerce Committee, and 12 of the 15 are Democrats.



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    Jill Lawrence

    Jill Lawrence is a PoliticsDaily.com columnist and former national political correspondent for USA Today... more

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