On Sunday, May 7, Rob Quist, candidate for Montana’s at large seat had a pretty interesting day. Make no doubts about it, we need and want Rob Quist to win. While an uphill climb, the race is also a chance to run a referendum on a guy linked to firing people for having MS and a sure vote for Trump.
With much at stake, Democratic digital messaging consultants, in this case, DC Based Mothership, continues to run a wildly aggressive strategy which may raise money.. but also comes across as psychological warfare on our own voters.
Emails which read “SO WORRIED” “Democrats Lose” “Regrets” “Sorry folks” circulated email boxes about one campaign all in the same day, seemingly every few hours.
Too often, we use “scoreboard” as the only response to this, highlight money raised and perception of interest.
My question remains: if we continue to tell people we have lost, that it is over, that we are sorry, terrible, or doomed, do we raise enough money to compensate for the voters we’ve convinced that they shouldn’t bother because the race is settled.
Let’s be clear. The strategy of sending out tons of negative email isn’t the only one in the market. Also on Sunday, Daily Kos sent out their own fundraising email:
MONTANA: Special election in "single digits" as House GOP votes to repeal Obamacare
Indivisible sent one too:
Send Trump a message in Montana!
In comparison to messages proclaiming doom and gloom, both seem downright positive. But, maybe those are just outside groups. What kind of email are Republicans sending about their candidates?
Thank You!
Keeping Montana Safe
Our way of life
Our outside group email:
Be a part of the big win in Montana!
A distinctly different message, don’t you think? Karen Handel, the Republican opposing Ossoff, has also not declared losses. While polling data shows her trailing by 1 in public, her email? A more rosy headline arrived this morning: “(name) We’re TIED”.
I bring this up because I have argued, repeatedly, that negative messaging about ourselves is a terrible overall strategy. Even if it raises in more money than positive messaging, something political scientists tell me is an iffy assumption, it also means more people who see emails that tell you the race is over or the candidate is screwed. That certainly cannot act as catnip to turn out our own voters, the ones we need to turn up at the polls.
So, in case anyone at Mothership Strategies ever reads this (Hey, Greg Berlin!) could you try something a bit more positive? Maybe once? And see what happens? If you’re going to send 8 emails a day, would it hurt to try just one?
Thanks.
Monday, May 8, 2017 · 4:20:11 PM +00:00 · Chris Reeves
This new email from Ossoff, from the comments, highlights some of my concerns: “You did nothing”. This is talking to donors.
I’ve heard from others who tell me: we have studies that show this works. And I know, I’ve seen them. I’ve talked to people in all organizations who tell me: this raises money.
But are we rejecting that Bernie raised money without this? That some of Hillary’s best fundraising days were built on inspirational rhetoric, not doom and gloom?
I admit, I’m pretty invested in both of these races either directly or indirectly. But, these don’t inspire me to give a lot more. How I wait for an email title from Quist that reads:
“Believe in the possible: We. Can. WIN!”
Or from Ossoff:
”This is close, can you put us over the top?”
I recognize, folks, that they have data and $$ support for scaring people. But as I read these I think of Monsters, Inc. where a fictional company lived on the screams of terror from kids; until they realized joy was a lot more powerful.
Can we try joy, just once? Just one time? Besides Bernie, and see what happens?