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Doomscroll 6.4.23
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One Question
Thanks to everyone who answered last week’s One Question about campaign launches (Uh! What are they good for?) So 78% of you said that yes, campaign launches DO matter. Of that 78%, basically all of you said they matter because they’re a good gauge for whether a campaign has its shit together. Agreed. 64% of you said they only matter for the earned media headlines, which I find interesting, and 57% said they matter for their fundraising potential (TBH I thought this would be #1). I also got some additional interesting thoughts - some of them are below:
They DO matter. Campaigns make a massive haul as a result of well-orchestrated launches. They're hype-machines, and if you build an insane hype-machine, you'll profit. (example- RDS raised north of $8M based on the hype surrounding his launch, even if execution struggled. Compare to Tim Scott. Lame launch. Only raised $2M. That's A LOT of ca$h.)
Launches do matter - but a small amount in the grand scheme of things. You get lots of fundraising potential and content (especially creative-wise) from the launch. However, it is in no way the end-all-be-all. RDS’ launch was rough, but average voters are still going to focus more on his daily outreach and in-person events.
I think they set the tone for the kind of campaign a candidate wishes to run. A good launch can help get you great earned media AND fundraise effectively.
A bad launch can doom a campaign by giving it a bad reputation. A good launch is simply a passing grade.
They don’t win or lose elections, but they matter in the overall
As always, thank you for the feedback. I gotta say, I love these mini focus groups we do each week. This week’s One Question is more logistical. One of my goals with Doomscroll is to be a resource for digital operatives on the right - the seasoned and the up-and-coming. To that end, I want to spread the word about good tools and bad tools. So here’s the question: What are your GOOD go-to ESP’s, ad partners, and p2p texting vendors?
Who’s Doing What
--Everyone’s invited to the small-dollar party
I trust everyone read the Politico article about the quest to topple Donald Trump’s small dollar fundraising operation. It was pretty timely, given the literally insane amount of END OF MONTH DEADLINE emails I got this week. TL:DR; Republican presidential candidates are trying to dethrone King Donald by rewriting the online fundraising playbook. Honestly, I like that they’re all up for the challenge and I applaud the effort. Trump, as everyone knows, managed to raise large sums online with brute-force, in-your-face tactics. It worked for him. Lots of us have copied the tone and the messaging (I’m as guilty as any), but to varying degrees of success. So who’s doing things differently this time around?
Let’s discuss some actual tactics from those looking to dethrone the Donald and name some names, shall we?
The biggest thing I’ve noticed about Team Haley’s fundraising is the embrace of what I’m calling the “soft appeal.” There’s no fear-mongering or shaming, and I’ve yet to see a match promise (pretty sure about that, but correct me if I’ve missed it). Don’t get me wrong - they’re relentless and they do directly ask for money, but there’s a give and take that makes her appeals more welcome in my inbox and on my phone. I get an absurd amount of Haley text messages (maybe because I’m on so many lists)?? And some of them are ridiculously long, which I have very mixed feelings about even if they’re working for her. I get messages every week from her husband Michael, which is a cool touch, but I’m guessing will change soon. I also get emails signed by various members of her campaign staff, and it shows her team is being intentional about bringing supporters into the campaign and making sure they feel invested in her success, which is smart and very CEO-like. Think about it: If you have a vested interest in seeing a company - or a candidate - succeed, you’re going to do what it takes to make it happen, right? It means you’re bought in. You become a loyal customer; it’s not just about making a transaction anymore, it’s about buying into the mission. Nikki Haley is playing the long game and steering something like a corporate ship, and it’s good stuff.
I get an aggressive amount of fundraising emails from Vivek Ramaswamy and they’re largely all over the place, which isn’t necessarily a bad thing especially given the lane he’s trying to occupy. Spend 30 seconds listening to Ramaswamy speak and it’s obvious he’s trying to build something much larger than a political campaign; he’s trying to create a movement here (if Pete Buttigieg can do it, Vivek can DEFINITELY do it). In that regard, his fundraising pitches make sense. They’re broad, but a little off-the-wall (cut the federal workforce by 50%!). Weird, but wide is what I like to say, and it seems to be the tact he’s sticking with for now. I also get lots of appeals about helping him make the debate stage. I think more than any other candidate though, I’ve seen Ramaswamy ask for seriously low amounts. The number of emails I get asking for just $1 is…impressive. But I guess if you’re gonna build a movement you’ve gotta appeal to as many people as possible. Like most, he’s also running a good number of fundraising ads on Google and Facebook. And like Haley, his tone is very much NOT in the vein of Donald Trump. He’s personable and very authentic. Kudos. Anyone out there a #Vekhead yet?
Ah, the golden child (sorry, couldn’t help it). Announcement mishaps aside, his fundraising operation seemed to get rolling without any major hiccups, although if I missed any, my DM’s are always open. The emails and texts have been rolling since day one, and he’s got some slick ads and more than one dope WinRed page. Messaging wise, where Haley leans into family and behind-the-scenes insights, DeSantis leans heavily into his record as governor (I mean, duh). But really, though. One email I got had to have been 1,000 words explaining his record of accomplishment in Florida. I think his team is forecasting that while yes, DeSantis is the media-fighting culture warrior we all know and love, in his heart he’s a policy wonk. I mean, you don’t win if you don’t have good ideas, right? We’ll see where it goes from here. On a slightly different note: I find these text-heavy fundraising ads amusing. The Dems utilize this kind of creative a lot, and it’s interesting to see Team DeSantis embrace it as well. P.S. Has anyone pointed out that they didn’t actually break Twitter? Just their Twitter space?
Tim Scott makes me want to go to church, and I’m sure I’m not alone. I’m also sure that kind of magical persuasive power will help him rake in the dough on the interwebs. I’m not kidding; if Tim Scott passed ME a plate, I’d do more than look beneath my couch cushions for spare change, is all I’m saying. ANYWAY, Tim Scott’s fundraising strategy seems to be all about…Tim Scott and a revived and renewed faith in America. Everything is about him and his story within the context of the American dream. His background. His upbringing. His decision to choose victory over victimhood, to get better and not bitter. He’s taking the left’s culture of grievance and telling it to go pound sand (in the nicest way possible). It’s literally the most anti-Trump you can get. Will it work? Who the heck knows. Like the others, Scott’s team is churning out the fundraising emails and texts - all heavy on his bio and his goal to restore faith in America. He’s running ads on Facebook as well, but they seem to be mostly lead-gen at the moment- less fundraising. I’m VERY curious to see if his strategy will work. Maybe I’m the only softie that’s ready for a GOP revival. All I know is that whenever I get a fundraising email from him that’s signed “God bless,” I immediately think to myself, “No, God bless YOU, Tim Scott.”
Addendum: One cool thing I saw Team Trump Do
Maybe I’ve been living under a freaking rock, but it literally has never occurred to me to use that “password protect” feature when building out a WinRed donation page - for a page I’m actually using for a fundraising pitch. Well, Team Trump did it this week. I see gimmicks all the time like “use this secure, private link!” - but this time, Team Trump actually used a password protected page and then emailed out the password. Way to make donors feel special! Again, maybe I’ve been living under rock everyone has done this - it’s entirely possible.
--Ruh-roh, Ron?
I’m going to let smarter people than me figure out if this is a legit complaint or not, but here’s what I do know: campaign finance is complicated. Especially on the right. The nuts and bolts:
Florida Gov. Ron DeSantis may have violated federal campaign finance law when his old state-level PAC reportedly transferred tens of millions of dollars to the pro-DeSantis super PAC Never Back Down, the nonpartisan watchdog Campaign Legal Center alleges in a new complaint with the Federal Election Commission filed Tuesday morning.
…
…DeSantis was privately telling donors about his plans to run for president months before his public announcement, which Campaign Legal Center alleges triggered federal campaign finance law provisions barring candidates — and affiliated entities “directly or indirectly established, financed, maintained, or controlled by or acting on behalf of” a federal candidate or officeholder — from spending “soft money” on federal elections.
--Same old, same old
AdImpact posted a crazy Twitter thread (and blog post) about presidential ad campaign spend so far in 2023. The good news? Ad spending is way up compared to this time in 2019, with the vast, vast majority of it coming from Republicans (obviously). In fact, GOP groups and candidates have spent a total of $33.2M on advertising so far this year - about $15M more than what Democrat advertisers had spent at this time in 2019.
The not so great news? While digital advertising comprised most of the spend for both parties at this point in 2019, this year it’s a different story. Ad buyers have been circling the traditional media wagon yet again, and investing heavily in cable. According to AdImpact, only 10% of GOP presidential ad spend so far this year has been on digital. As a hardcore cord-cutter with parents in their 60s who are ALSO hardcore cord-cutters, I’m not really sure what to make of this. The cynic in me wants to put on blast all the old-school GOP consultants who are convincing candidates - RIGHT THIS VERY MINUTE - that spending big on traditional media will result in something more than financing a new beach-front property in 2025. Maybe they’d have an argument if like, poll numbers were actually moving…But what do I know. I’m a digital consultant, so I’m biased, yes? Ok, sure, but I also like to put ads in front of eyeballs. Sue me. xoxo
--Some hot water
Ohio Secretary of State Frank LaRose found himself in a little bit of hot water this week with one of his fundraising appeals, and bless his heart! We’ve all been there. Per Ohio Capital Journal:
Ohio Secretary of State Frank LaRose sent out a fundraising request disguised as an important letter, confusing and upsetting voters.
Normally, Bill Joiner just throws political mail aside, but this one looked official. Obtained by OCJ/WEWS, the letter’s return address states “Secretary of State Frank LaRose.” Beneath it, “DO NOT DISCARD OR DESTROY,” also including “REGISTERED DOCUMENT ENCLOSED.”
“I thought it might have to do with the legitimacy of my enrollment to vote,” Joiner said.
…
But much to Joiner’s surprise, it ended up just being a voter poll and request for money from LaRose. The options range from $50 to $5,000 and also leave room for the voter to choose any amount.
Merch Shout-Out
Time for my weekly merch shout-out. Anytime I see something clever that goes beyond slapping a logo on a polo, I’m game. This week, I noticed this new t-shirt from Never Back Down PAC and I like it. Get yours here. Also, these mugs from Sheriff Mark Lamb are lit. Campaign merch at its finest! Get ‘em while you still can.
Industry Watch
A few stories caught my eye this week!
If you’re a campaign and you’re not on TikTok, maybe there’s no need to worry as much as you thought? Per AdWeek, organic views have been steadily declining for months. Cool, cool.
Also per AdWeek, apparently you can now buy digital ads programmatically on the NYC subway! Nice.
And apparently, Twitter is also getting into the programmatic ad game.
This Trump Bucks scam is so sad. I’ve mentioned a few of these advertisers before here in Doomscroll and let’s just say I’m not a fan.
Who’s Spending Where
The biggest right-of-center advertiser on Facebook from May 26 - June 1 was the Sound of Freedom movie, with $434,000 in ad spending. Wow. Has anyone actually seen this movie? American Action Network came in second place with around $173,000 , mostly on some new ads applauding Speaker Kevin McCarthy for his win on the debt ceiling. PragerU ($84,000) and Americans for Prosperity ($73,000) came in 3rd and 4th place, with The Daily Wire ($64,000) rounding out the top 5.
Special shout-out to soon-to-be presidential candidate Chris Christie who spent like $500(ish) on ads linking to articles about how awesome he is.
On Google, Opportunity Matters Fund Action was the top center-right spender. An advertiser by the name of Nicholas Perhai is spending to promote “Free” Trump gold bars, which is super lame. The Leadership for Ohio Fund is spending big to promote Sec. Frank LaRose’s campaign, while American for Prosperity is in fourth place with an ad supporting Rep. Jen Kiggans in Virginia. Fifth place on Google this week appears to go to Republican Scott Taylor, who’s running to defeat Elaine Luria in Virginia’s 2nd Congressional District. Lots of action in Virginia right now, which is great to see! State legislative races there are starting to heat up.
P2P
The Grapevine
Team DeSantis actually would have preferred to have a glitch-free announcement on Twitter (say it ain’t so!)
RumbleUp just hired Jack Bobin, a veteran of Tatango, to join their sales team. Congrats, Jack!
Got a tip for The Grapevine? Job announcement? Job opening? Fav gatorade flavor? Email ‘em to me at itsthedoomscroll@gmail.com
Last But Not Least
From the other side of the aisle:
Gavin:
Ron:
From the other side of the tracks:
I don’t watch Bravo shows - I’m more of an HGTV kinda gal. Still, it was impossible to miss the fact that SOMETHING happened recently with reality show Vanderpump Rules and it was a BIG DEAL. Don’t ask me for opinions or details but that’s literally all I know. And while the cast is certainly raking in the sponsorship deals, they’re not the only ones that can capitalize on the drama. Yup: My hot take this week is that if you’re running for office and you genuinely watch Vanderpump Rules, I 100% think it’s ok to post about it on your campaign social media accounts. Just do it. Sit back and watch the engagement…
That’s all for this week. Thanks for reading! Did you like it? Consider forwarding to your friends!