opensecrets.org
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OpenSecrets: The Money Tracker
How a 33-person nonprofit built the definitive database of political cash.
In a world where money talks louder than votes, OpenSecrets.org has become the ultimate translator. With just 33 employees and a $3.7M budget, they’ve constructed a data empire that forces transparency onto the most opaque corner of American life: campaign finance.
"They aren't just tracking money; they are weaponizing data to hold the political machine accountable."
The SEO Goldmine of Political Curiosity
OpenSecrets dominates search not through generic keywords, but by answering specific, high-intent queries. Ranking for 'Bernie Sanders net worth' (10K+ monthly volume) and 'Mitt Romney net worth' (4.2K volume) reveals a masterful strategy: they capture the public's obsession with politician wealth and funnel it into deeper political research. It’s a top-of-funnel hook that converts casual browsers into engaged citizens.
The Lean Transparency Machine
With only 33 employees, OpenSecrets operates with the efficiency of a tech startup, not a legacy NGO. Generating $3.7M in revenue, their per-capita revenue is roughly $112k—modest but highly focused. They don't need venture capital; their backing comes from individual donors and foundations who value raw, unfiltered data over partisan spin. This lean structure allows them to move fast, updating databases in near real-time as Super PACs file disclosures.
The tech stack reveals their priorities. Built on modern frameworks like Tailwind CSS and Vite, the site is fast and responsive. However, the reliance on jQuery suggests a legacy codebase that has been patched rather than rebuilt—a common reality for data-heavy nonprofits where functionality trumps refactoring. Despite this, the site handles massive traffic spikes during election cycles without breaking a sweat.
- Data Democratization: They take raw FEC filings—which are notoriously difficult to parse—and make them searchable for the average voter.
- Niche Dominance: By targeting specific politician net worth searches, they capture high-intent traffic that competitors miss.
- Non-Profit Agility: With no VC pressure, they prioritize public service over monetization, though they offer commercial licensing for enterprise use.
The Unsexy Infrastructure of Democracy
OpenSecrets proves that in the age of disinformation, the most powerful weapon is a verified spreadsheet.
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OpenSecrets is the nation's premier research and government transparency group tracking money in politics and its effect on elections and policy.
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About opensecrets.org
OpenSecrets is the nation's premier research and government transparency group tracking money in politics and its effect on elections and policy.
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opensecrets.org uses 23 technologies across their website including Ruby on Rails, PHP, WordPress, and more.
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opensecrets.org receives approximately 761.6K monthly visitors and ranks #59,670 globally. The website has a bounce rate of 49% with visitors viewing an average of 3.6 pages per visit. Users spend an average of 1:42 on the site.
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