Political campaigns require money. Globs and globs of money. In 2024 alone, the total spending on American elections is projected to reach $15.9 billion ($17.1 billion if you also include direct mail). But most of us already knew that elections weren’t cheap.
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What most don’t realize, however, is that money isn’t nearly enough. Not even close! Political campaigns also require boots on the ground: an army of grassroots activism.
As much as possible.
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Money can be analogized to an aerial assault: With heavy ad-buys, you can blanket the airwaves with commercials. Your face and message will blast every commercial break; your campaign-spots will christen every YouTube video. Money is the fastest way to reach the most people.
Its strength is the air game.
Its weakness, however,
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