Politico broke a great story last week detailing the Republican National Committee’s latest fundraising appeal. In addition to insulting major Republican donors the document shows Republican efforts to drive fundraising by painting the Obama Administration as socialist, and included slides showing President Obama as “the Joker” and Speaker Nancy Pelosi as Cruella DeVille and Harry Reid as Scooby Doo.
The most unusual section of the presentation is a set of six slides headed “RNC Marketing 101.” The presentation divides fundraising into two traditional categories, direct marketing and major donors, and lays out the details of how to approach each group.
The small donors who are the targets of direct marketing are described under the heading “Visceral Giving.” Their motivations are listed as “fear;” “Extreme negative feelings toward existing Administration;” and “Reactionary.”
Major donors, by contrast, are treated in a column headed “Calculated Giving.”
Their motivations include: “Peer to Peer Pressure”; “access”; and “Ego-Driven.”
Another embarrassment for RNC Chair Michael Steele, who quickly distanced himself from the document.
“The document was used for a fundraising presentation Chairman Steele did not attend, nor had he seen the document,” RNC Communications Director Doug Heye said in an email. “Fundraising documents are often controversial.
“Obviously, the Chairman disagrees with the language and finds the use of such imagery to be unacceptable. It will not be used by the Republican National Committee – in any capacity – in the future,” Heye said.
Read the Politico story here.