10.3 Small-Dollar Donations and Grassroots Fundraising
2 min read•july 25, 2024
are changing the game in political campaigns. They're making it easier for everyday people to get involved and support candidates they believe in, without relying on big money from wealthy donors or special interests.
These do more than just fill campaign coffers. They show a candidate has wide appeal, create a network of engaged supporters, and can even influence policy positions. It's a whole new way of running and funding political campaigns.
Small-Dollar Donations in Political Campaigns
Significance of small-dollar donations
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Can public funding initiatives for political activity increase openness? : Sunlight Foundation View original
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Interest Groups: Pathways to Participation and Influence – United States Government View original
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Pathways of Interest Group Influence | American Government View original
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Can public funding initiatives for political activity increase openness? : Sunlight Foundation View original
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Interest Groups: Pathways to Participation and Influence – United States Government View original
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Democratization of campaign finance broadens participation in political process reduces reliance on wealthy donors and special interests (, )
Indicator of grassroots support demonstrates candidate's appeal to wide base signals momentum and viability (, )
Financial impact cumulative effect of many small donations can be substantial helps candidates reach fundraising goals ()
Message amplification small donors often become campaign volunteers and advocates creates network of engaged supporters (, )
Strategies for grassroots fundraising
streamline donation process for supporters (ActBlue, WinRed)
leverage platforms for viral fundraising appeals (Twitter, Facebook, Instagram)
sends personalized donation requests with deadline-driven appeals (subject lines like "We need your help now")
provide direct-to-donor communication with easy-to-use donation links
create goal-based fundraising drives with progress trackers (thermometer graphics)
offer campaign-branded items as fundraising tools (MAGA hats, Feel the Bern mugs)
and host online town halls with donation options tied to fundraising goals
Impact and Comparison of Small-Dollar Donations
Impact on candidate viability
provides steady stream of small donations reduces dependence on large donors or self-funding
generates positive press coverage for high numbers of small donors perceived as measure of campaign strength
Voter engagement increases donor investment in campaign success leads to higher voting rates and peer encouragement
shapes policy positions to align with small-donor base encourages direct communication with average voters
Small-dollar vs large-scale fundraising
small-dollar more diverse and representative large-scale often wealthier individuals PACs or corporations
small-dollar less individual impact more collective large-scale potential for significant individual sway
small-dollar more time-intensive to process large-scale fewer transactions potentially more cost-effective
small-dollar viewed positively as grassroots support large-scale seen as special interest influence
small-dollar less scrutiny and regulation large-scale heavily regulated with contribution limits
small-dollar emphasizes broad support and populism large-scale focuses on electability and connections
small-dollar creates large base of repeat donors large-scale cultivates high-net-worth individuals and organizations