RNC Shows Some Initiative: The GOP Toolbar

The Republican National Committee demonstrated some serious initiative today, pushing out their GOP Toolbar for Firefox and Internet Explorer.  While this is by no means a revolutionary idea – these sort of toolbars have been around for ages – there are a couple of reasons that I think this is an exciting development.

1. Despite all of the existing toolbars for Google and the likes, this is the first time I've seen a political candidate or organization create their own – and the coolest part is, they are generating real money for the cause with this tool.
    
2. It empowers supporters of the RNC to help out in a unique way.  There are tons of folks who would love to contribute financially, but for one reason or another don't have the means to do so.  Now, anyone can get involved: all you have to do is browse the web like you normally would and search using their toolbar.
    
3. The RNC is showing that it is comfortable trying out new, untested (at least in the political realm) technology.  This is an organization that doesn't often demonstrate a willingness to push the envelope with new ideas, and perhaps this is indicative of things to come.  Investing in ideas like this is a risk, but in my opinion, the upside greatly outweighs the downside.

A few days ago, I opined about how our side is behind technologically.  If we can continue to innovative at this level, perhaps it won't be that way for much longer.

Aaron Marks is President of Three Group, LLC, a Pittsburgh-based new media firm that focuses on providing technology-based solutions for Republican candidates and organizations, and in particular has built Web 2.0 campaign management software called Mission Control.  Aaron also worked in new media and voter outreach on Senator Rick Santorum's 2006 re-election campaign.