The new rules for campaigning: money less important 

This post, by University of Maryland government professor John Gimpel, on the Rick Perry campaign, makes the point that old-fashioned campaigning—spending money on TV ads, direct mail and robocalling, is far less effective than interpersonal campaigning, including “home headquarters,” email communication, social media and website updates. Fundraising was done similarly, with emphasis on person-to-person contact and respectful demeanor. This fortifies Patrick Ruffini’s conclusion that money is not as important as it used to be and that using fundraising and spending metrics as a measure of a campaign’s vitality is outdated. Ruffini was writing to discourage Republicans from seeking self-funding candidates, but his point is of more general application. My own view is that the Internet has rendered the old rules about the importance of money in campaigns irrelevant. Just spending money on TV ads doesn’t work like it used to. Connecting with voters more personally is more important.

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Michael Barone

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