Driving Political Opinion

In an article about how soft money is spent and what its impact is on campaigns, Political Science Prof. Ray La Raja of University of Massachusetts in Amherst and Karen Pogoda, an associate with Progressive Strategy Partners in Los Angeles, ask “Does party soft money spending generate any public benefits in elections, beyond its intended support for candidates?”

What they found was that political both political parties use soft money to invest in campaign activities that promote party-building and citizen participation, including telephone calling, direct mail, generating enthusiasm for political campaigns through rallies, yard signs – even bumper stickers!

“Both parties …use most of their soft money to expand party headquarter operations during the campaign. Since 1992, they have more than doubled the amount spent contacting individual voters through various voter identification and get-out-the-vote programs. In the last midterm election, just 16% of soft money went toward issue ads, the same amount that was spent on direct mobilization and grassroots efforts” (p.24-25).

Voter mobilization and grassroots efforts don’t cost as much as television time. “The cost of bumper stickers, or even telephone banks, is considerably less than that of media-purchases in metropolitan markets. At about ten cents per bumper sticker, one million dollars will purchase 10 million bumper stickers. The same amount will provide about forty ads (30 seconds) on network TV in a major media market during prime time” (p.20).

La Raja, R. and Pogoda, K. (July 2000). Soft Money Spending by State Parties: Where does it really go? Institute of Governmental Studies And Citizens Research Foundation (Working Paper).