Romney's fundraising efforts have been extremely successful and one of the reasons behind this success is that he is the first presidential candidate to use personal consumer information to tap into new wealthy donors. With the help of a former Bain Capital colleague who operates an analytic firm primarily used for market research they can track purchase information and even church attendance to pinpoint new wealthy donors amongst the GOP base. These powerful computers can obtain details about credit cards, number of children, charities they contribute to and what party they are registered under. Romney has been secretive about his fundraising efforts typically holding fundraising events that are closed to the media and the public.