Directrices para desarrollar un marco metodológico desde la perspectiva estadounidense de grassrootsla recaudación de fondos en una campaña política

  1. Gil-Torres, Alicia 1
  2. San José-de la Rosa, Cristina 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Journal:
Revista ComHumanitas

ISSN: 1390-776X

Year of publication: 2021

Issue Title: Comunicación y moda: tendencias, estilo de vida y diseño

Volume: 12

Issue: 1

Pages: 52-77

Type: Article

DOI: 10.31207/RCH.V12I1.300 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista ComHumanitas

Abstract

Fundraising is one of the most relevant actions within grassroots since a winning political campaign is a fusion of a large grassroots social movement and a start-up. In this article, we start with a review of the existing literature and a field observation of eight U.S. and Spanish campaigns (2009-2016) to establish methodological guidelines to develop successful fundraising from the perspective of grassroots techniques or direct contact with the voter. In this way, it is intended to identify and fill an academic gap between the professional activity of the campaign and the advances in the production of the scientific community on this subject, showing the tools and steps necessary for its implementation in an electoral or political campaign.

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Data source: Dialnet