"The stakes are higher than ever before."

     "My father and his re-election campaign are all that stand between the revenge-hungry, far-left extremist party of SOCIALISTS and their goal of rolling back all of the Trump Administration's pro-American conservative policies."

     Donald Trump, Jr.  Fundraising letter received April 28

A close look at a fundraising pitch.

Normally right now I would be participating in the on-air pledge drive of my local public radio station, Jefferson Public Radio. The virus intervened.  

I have been helping the JPR pledge drive for three decades and have some insight on what makes the phones ring with donations. The solicitations use the tools of importance, urgency, membership, and recognition.

Were I on air I would be telling people that our public radio network is valuable to them, evidenced by the fact that they are listening now. We say the pledge window is short, so please give now. We tell them that by donating they become "members" of the station's listeners' guild. We tell people we would love to recognize them on the air. 

I just got my daily fundraising solicitation from the Trump campaign. On entry at events volunteers get your name, zip code, phone number and email. That gets you on the fundraising lists. I get two letters from the Trump campaign every day.

Urgency

The solicitations use those familiar tools of importance, urgency, membership, and recognition. The Trump campaign targets presumed strong supporters. The solicitation is not a "bridge builder" to Democrats or swing voters. The word "important" does not do justice to the stakes said to be involved. It is a matter of life and death, freedom or tyranny. America has a sworn enemy, Democrats:

     "Democrats long for a country that will tolerate absolutely no dissent from their extremist socialist agenda, and they will do anything to ensure the people who voted for my father are unable to organize again."

Responding is urgent. There is an "April-End-of-Month Deadline" with a need "to absolutely CRUSH our $5,000,000 goal. but we can't do it without you." So there is a triple match! 

A ten dollar contribution means $40. A $20 contribution means $80. There is a deadline for getting in on this great opportunity.

Donations to the campaign change ones status, from mere voter and supporter to member of a group, people who will receive special notice of news and opportunities to advance the cause.

And there is recognition from President Trump himself. "I'm sending my father a list of everyone who steps up to help us reach our $5 MILLION GOAL. Will he see your name, Friend?" Yesterday's solicitation said, "Don’t worry, there is still time to make sure President Trump knows that you stand with him in his fight to Keep America Great." 


The other solicitation. The second email is a shopping list for merchandise, with special offers of MAGA hats, Trump belt buckles, flags, bobble heads, bottle openers, and commemorative coins. These are not presented as campy or ironic. They are to be worn with pride. 

This coin is the JFK half dollar, with a colorized image of Trump replacing Kennedy's profile, tabled Donald J. Trump "The Chosen One." They are available for $16.97.

The public radio station reserves the pledge drive to one week bursts, twice a year. The Trump solicitation engine is simultaneously messaging and fundraising. Democrats are tyrants. Biden is senile. Democrats are socialists. AOC will take away your beef, cars, and liberties. It goes on every day, direct from Trump to the voter, reminding them that it not just Trump who is under attack, it is them, by the Democratic and media elites:

"The Chosen One"

"The Fake News is working hard with their Democrat partners in the hope of TAKING DOWN YOUR PRESIDENT. This has never just been an attack on me. It’s really an attack on YOU."