Yorkshire Tories look to internet in polls battle to oust top Brown ally

They are releasing a video plea for money on internet sites and blogs to attract small donations and boost the coffers for their challenge against Schools Secretary Ed Balls in the new Morley and Outwood seat in West Yorkshire.

Conservative candidate Antony Calvert is launching the online cash drive after witnessing President Obama's fundraising efforts during the US election in 2008. Instead of seeking large donations, he hopes to attract small amounts from a large number of people to fund the campaign.

The main parties are all keen to tap into the potential of the internet to raise funds to pay for leaflets, adverts, phone calls and mailshots.

Labour activists have seized on the row over Tory donor Lord Ashcroft's tax status to launch a "David versus Goliath" site encouraging donors to contribute to campaigns in marginals including Pudsey.

The Tories are particularly keen to oust Mr Balls, who was an adviser to Gordon Brown in opposition and at the Treasury and has continued to be at the Prime Minister's side since becoming an MP in 2005.

Party insiders believe victory would provide the "Portillo moment" of election night, a reference to the shock defeat of former Tory Cabinet Minister Michael Portillo in 1997.

Mr Calvert said: "We're taking campaigning to a logical conclusion, to the extent that this General Election is going to be more widely fought on the Internet through blogs and websites .

"It was pioneered by Barack Obama very successfully in America, where videos were made available on the Internet and will hopefully go on a number of prominent websites. We're hoping to raise a substantial amount of money."

The video features Mr Calvert talking about Mr Portillo's defeat and claiming there is a "really good" chance of defeating Mr Balls before turning some of the Cabinet Minister's own quotes against him. It ends with the request for money, which viewers can pledge through a secure website.

Although Morley and Outwood, a new seat where Mr Balls has a notional majority of 9,784, was not on the Tories' original target list, senior party figures are well aware of its significance.

The Tories are also aware that the harder they push Mr Balls, the more they may be able to divert Labour efforts from other neighbouring constituencies high up their target list.

Jayne Hill, campaign co-ordinator for Morley and Outwood Constituency Labour Party, said: "It's surprising that the Conservative candidate has to travel to America to learn that a good campaign relies on local people volunteering their time and donating small amounts of money – it's the way we've always campaigned round here."