This organization would be worthy of study as a way to get a small organization the best impact.
I've seen comments on this thread about how the latest Swiftvets ad isn't as effective as ______________ (fill in the blank). I think maybe that misses the point. The whole is greater than the sum of its parts. A commercial is just one attack, but the Swiftees are waging a campaign.
If you look at all the commercials together, they tell a coherent story. John Kerry is not someone you can rely on. In fact, when America and Kerry's fellow veterans needed him, he betrayed them. The last two ads especially go well together. One talks about the symbols. The other shows Kerry himself saying that the medals/ribbons he threw away were a symbol. So the ads together effectively make the point that it doesn't matter if Kerry tries to rewrite his life by lying about whether they were medals or ribbons, in any case he symbolically turned his back on his country.
I don't think there is one magic bullet that's going to defeat Kerry. I think that's the way the Swiftees are fighting this. They're going to "keep putting fire on" Kerry till attrition causes his defenses to collapse.
I hope and expect that there are "reserves" at the ready, waiting to be brought into the battle, and eventually Kerry will be routed.