Herman Cain announced his exploratory committee on January 12, 2011 and his candidacy for President on May 21, 2011. The third quarter FEC report showed that his committees had raised $4,687,794 for the entire election period. Richard Norman began working with Mr. Cain as his National Finance Director in October 2011. Richard implemented a multi-channel marketing approach to direct response fundraising including two outbound telemarketing agencies, Telephone Town Halls, Artificial Intelligence Calls (AIC), direct response television (DRTV), direct response radio ads, online, major donor events and direct mail. This campaign ran from mid October until the end of November and generated, $11.5 million in revenues or about $250,000 per day.