2020 Democratic Primary Thread: Focus on House & Senate races
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Kamala Harris’ 2020 Launch Is ‘the Best by Far’
The California Democrat raised a huge chunk of cash. But operatives are more impressed by what’s under the hood.
Photo Illustration by Kelly Caminero/The Daily Beast
Sen. Kamala Harris (D-CA) announced on Tuesday that her presidential campaign exploratory committee brought in $1.5 million in the first 24 hours of its existence. It was a massive haul for the first term senator—one that left Democratic operatives, especially those in the digital space, impressed with the savvy of her operation and the political muscle she’d flexed.
But what really grabbed the attention of digital operatives was the work done below the surface.
Harris’ Facebook operation ran a whopping 25,000 Facebook ad variations for its launch, which one operative called remarkable but “overkill.” Through it, they raised money from 38,000 donors (with an average contribution of $37) and expanded her email list by 20 percent.
The more telling stat, however, was what it spent. According to Ian Sams, the campaign’s press secretary, Harris put down more than $100,000 on Facebook ads for the launch. By contrast, Sen. Elizabeth Warren (D-MA) spent $52,574 on Facebook ads during the week of her launch (December 30, 2018 - January 5, 2019); Sen. Kirsten Gillibrand (D-NY) spent $61,765 during the week of her launch (January 13-19); and Rep. Tulsi Gabbard spent $24,600 during that same week. There are no Facebook records for money spent by former HUD Secretary Julian Castro.
“Kamala has been the best by far at this,” said one top operative who is unaffiliated with a campaign currently.
The spending by Harris, strategists say, is a solid sign that her operation is getting a good bang for its buck online—a campaign will spend up to the point that they see diminished rate of returns with respect to email addresses accumulated and dollars raised. It also illustrates the payoffs that her team is currently enjoying for the work it did prior to announcing her bid.
From March 2018 through Jan. 19, 2019, Harris’ Senate campaign spent more than $1.2 million on Facebook ads even though she was not up for re-election until 2022. That money allowed her to build a grassroots fundraising apparatus that Democratic strategists say is third in heft behind only Sen. Bernie Sanders’ (I-VT) and former Rep. Beto O'Rourke's (D-TX). By contrast, over that same time period, Sen. Elizabeth Warren (D-MA) ran $781,000 in Facebook ads and Sen. Kirsten Gillibrand (D-NY) spent $856,000 even though both were running for re-election in 2018.
None of this on its own is predictive of a successful campaign, operatives stress. Others have yet to get into the race and as an aide to Castro noted, their campaign (like others) isn’t expected to match fundraising totals with those who have had prior Senate campaigns.
“We’re starting from scratch but we expect to grow exponentially as we get Castro’s message out,” the aide told The Daily Beast. “We are declining all PAC money and donations from lobbyists. Don’t write us off because we didn’t raise $1.5M in a day. Our race is a marathon, not a sprint.”
But the surest tell that Harris’ launch was more seamless than the others was in the fact that no other candidate revealed their 24-hour fundraising haul. Warren’s campaign declined to do so and Gillibrand’s campaign didn’t return a request for that number
Uncommitted operatives are keeping close tabs on the way these rollouts are progressing. And the impression is that Harris’ operation has been both crafty and dogged at using online tools. The senator has used an email fundraising style that accentuates the personal aspects of running as opposed to dire warnings in subject lines. The former can help build a loyal and devoted list of small-dollar donors while the latter may raise quick cash but can compel individuals on the list to disengage.
The Harris campaign has already cited the success rate of an early email that employs the behind-the-scenes style that became hallmarks of Sanders’ 2016 presidential bid and, more recently, O’Rourke’s Senate campaign. As part of the data made available to reporters on Tuesday, Harris’ campaign said that a personalized email co-written by Harris’ husband Doug raised six figures for the campaign within the first few hours it was sent out. It featured pictures that he had taken throughout the day of Harris’ announcement and was co-written by Shelby Cole, a digital staffer who had worked on O’Rourke’s campaign.
“One philosophy is you raise the most money by playing the long game. You bring people into the fold,” an uncommitted operative told The Daily Beast of this strategy. “If you inspire them over time, they’re going to give you a lot of money.”
While Harris has impressed operatives with the professionalism of her rollout, others note that there is time and space for fellow Democrats—and those not yet even in the race—to make their own imprint. Everyone who has entered the race so far has announced their candidacies in traditional mediums: a book tour, a late-night television appearance or an impromptu CNN interview. Left untapped is a campaign launch that is distinct in its use of new digital tools, such as video live-streaming or a direct announcement via a Facebook page.
One operative speculated that if O’Rourke gets in the race—something that is so far undetermined—he might do a Facebook live announcement, especially given his meandering Medium posts about his travels in the past few weeks. Sanders could opt to do the same given the size of his online following. Both, strategists predict, would likely be able to pull in sums of money similar to or even larger than Harris.
"They definitely have big social audiences for sure that would tune in any time,” the operative told The Daily Beast.
The California Democrat raised a huge chunk of cash. But operatives are more impressed by what’s under the hood.
Photo Illustration by Kelly Caminero/The Daily Beast
Sen. Kamala Harris (D-CA) announced on Tuesday that her presidential campaign exploratory committee brought in $1.5 million in the first 24 hours of its existence. It was a massive haul for the first term senator—one that left Democratic operatives, especially those in the digital space, impressed with the savvy of her operation and the political muscle she’d flexed.
But what really grabbed the attention of digital operatives was the work done below the surface.
Harris’ Facebook operation ran a whopping 25,000 Facebook ad variations for its launch, which one operative called remarkable but “overkill.” Through it, they raised money from 38,000 donors (with an average contribution of $37) and expanded her email list by 20 percent.
The more telling stat, however, was what it spent. According to Ian Sams, the campaign’s press secretary, Harris put down more than $100,000 on Facebook ads for the launch. By contrast, Sen. Elizabeth Warren (D-MA) spent $52,574 on Facebook ads during the week of her launch (December 30, 2018 - January 5, 2019); Sen. Kirsten Gillibrand (D-NY) spent $61,765 during the week of her launch (January 13-19); and Rep. Tulsi Gabbard spent $24,600 during that same week. There are no Facebook records for money spent by former HUD Secretary Julian Castro.
“Kamala has been the best by far at this,” said one top operative who is unaffiliated with a campaign currently.
The spending by Harris, strategists say, is a solid sign that her operation is getting a good bang for its buck online—a campaign will spend up to the point that they see diminished rate of returns with respect to email addresses accumulated and dollars raised. It also illustrates the payoffs that her team is currently enjoying for the work it did prior to announcing her bid.
From March 2018 through Jan. 19, 2019, Harris’ Senate campaign spent more than $1.2 million on Facebook ads even though she was not up for re-election until 2022. That money allowed her to build a grassroots fundraising apparatus that Democratic strategists say is third in heft behind only Sen. Bernie Sanders’ (I-VT) and former Rep. Beto O'Rourke's (D-TX). By contrast, over that same time period, Sen. Elizabeth Warren (D-MA) ran $781,000 in Facebook ads and Sen. Kirsten Gillibrand (D-NY) spent $856,000 even though both were running for re-election in 2018.
None of this on its own is predictive of a successful campaign, operatives stress. Others have yet to get into the race and as an aide to Castro noted, their campaign (like others) isn’t expected to match fundraising totals with those who have had prior Senate campaigns.
“We’re starting from scratch but we expect to grow exponentially as we get Castro’s message out,” the aide told The Daily Beast. “We are declining all PAC money and donations from lobbyists. Don’t write us off because we didn’t raise $1.5M in a day. Our race is a marathon, not a sprint.”
But the surest tell that Harris’ launch was more seamless than the others was in the fact that no other candidate revealed their 24-hour fundraising haul. Warren’s campaign declined to do so and Gillibrand’s campaign didn’t return a request for that number
Uncommitted operatives are keeping close tabs on the way these rollouts are progressing. And the impression is that Harris’ operation has been both crafty and dogged at using online tools. The senator has used an email fundraising style that accentuates the personal aspects of running as opposed to dire warnings in subject lines. The former can help build a loyal and devoted list of small-dollar donors while the latter may raise quick cash but can compel individuals on the list to disengage.
The Harris campaign has already cited the success rate of an early email that employs the behind-the-scenes style that became hallmarks of Sanders’ 2016 presidential bid and, more recently, O’Rourke’s Senate campaign. As part of the data made available to reporters on Tuesday, Harris’ campaign said that a personalized email co-written by Harris’ husband Doug raised six figures for the campaign within the first few hours it was sent out. It featured pictures that he had taken throughout the day of Harris’ announcement and was co-written by Shelby Cole, a digital staffer who had worked on O’Rourke’s campaign.
“One philosophy is you raise the most money by playing the long game. You bring people into the fold,” an uncommitted operative told The Daily Beast of this strategy. “If you inspire them over time, they’re going to give you a lot of money.”
While Harris has impressed operatives with the professionalism of her rollout, others note that there is time and space for fellow Democrats—and those not yet even in the race—to make their own imprint. Everyone who has entered the race so far has announced their candidacies in traditional mediums: a book tour, a late-night television appearance or an impromptu CNN interview. Left untapped is a campaign launch that is distinct in its use of new digital tools, such as video live-streaming or a direct announcement via a Facebook page.
One operative speculated that if O’Rourke gets in the race—something that is so far undetermined—he might do a Facebook live announcement, especially given his meandering Medium posts about his travels in the past few weeks. Sanders could opt to do the same given the size of his online following. Both, strategists predict, would likely be able to pull in sums of money similar to or even larger than Harris.
"They definitely have big social audiences for sure that would tune in any time,” the operative told The Daily Beast.
dora_da_destroyer
Master Baker
This is going to get corny real fast. I know y’all hate the establishment interfering, but I feel like the files needs to be whittled down before the primaries begin. the impending dem primary is looking to tear the dem party apart, unless someone like Michelle Obama runs (who’s simply be running on name recognition and “likability”) the full spectrum of candidates are going to tear each other down (warren-sanders supporters) (booker-Harris-Biden establishment dems) and everything in between (beto, gabbard, Gillibrand...etc)
King Kreole
natural blondie like goku
hol up hol up hol up...THAT'S HER HUSBAND??? OH HELL NO!
I assumed it was some Gavin Newsom type looking dude, but THIS goofy???
King Kreole
natural blondie like goku
Cenk warned yall this would happen.
I'm all for it. competition brings out new voters
Democratic primary voters need to make a choice. Do they want the person who stands strongest on policy or someone who just makes you feel good about how they give a speech and can perform? Both are important but at what point does style compromise substance and a direct contrast with the orange idiot?
People in my office already discount Warren cause "she's so divisive" and I'm like... but look at her policies and they get silent.
Obama ain't walking through that door. And you're going to see the candidates distance themselves from Obama albeit politely with ideas bolder than when Obama ran.
Also, this isn't complicated. The Democratic nominee needs to rebuild the BLUE WALL i.e. PA, WI, MI and not let Trump win those states. 2018 saw those states vote blue statewide...
dora_da_destroyer
Master Baker
I used to feel that way until we got to the “taking my ball and going home” generation, I feel like a lot of under 40 voters just don’t vote when their candidate doesn’t move forward, especially in a nasty race. We shall see, but this looks like a clusterfukk in the making.
dora_da_destroyer
Master Baker
You guys deal in an echo chamber of your own ideals. I keep seeing on here, backed by “selected” tweets, about how everyone wants a more progressive candidate...then I go on leading news sites and discussions in LinkedIn and a lot of dem/dem leaning voters want a centrist, they’re tired of overly liberal, ID politics coastal democrats...that blue wall won’t be rebuilt on platforms that continue to put culturally divisive, special interest policies at the forefront...it’s not right, butDemocratic primary voters need to make a choice. Do they want the person who stands strongest on policy or someone who just makes you feel good about how they give a speech and can perform? Both are important but at what point does style compromise substance and a direct contrast with the orange idiot?
People in my office already discount Warren cause "she's so divisive" and I'm like... but look at her policies and they get silent.
Obama ain't walking through that door. And you're going to see the candidates distance themselves from Obama albeit politely with ideas bolder than when Obama ran.
Also, this isn't complicated. The Democratic nominee needs to rebuild the BLUE WALL i.e. PA, WI, MI and not let Trump win those states. 2018 saw those states vote blue statewide...
This is why I say this primary will be damaging, a lot of losers won’t come out and vote. Unfortunately, this is an election cycle where style might be >> substance if you’re looking to win
You guys deal in an echo chamber of your own ideals. I keep seeing on here, backed by “selected” tweets, about how everyone wants a more progressive candidate...then I go on leading news sites and discussions in LinkedIn and a lot of dem/dem leaning voters want a centrist, they’re tired of overly liberal, ID politics coastal democrats...that blue wall won’t be rebuilt on platforms that continue to put culturally divisive, special interest policies at the forefront...it’s not right, but
This is why I say this primary will be damaging, a lot of losers won’t come out and vote. Unfortunately, this is an election cycle where style might be >> substance if you’re looking to win
So you’re saying Joe Biden is the only choice cause of personality and being a centrists despite his bad policy positions from decades in the Senate.
What did Dems campaign on in 2018 to win MI, PA and WI
Healthcare was #1. Everyone recognizes the ACA wasn’t good with no teeth going at hospital costs or drug prices.
Ideas of expanding Medicare or Medicaid are popular. Cutting costs of care is popular. And voters don’t care how you do it but it involves things like going after hospitals.
Green building and infrastructure is popular
A lot of this shid is polling well. Ballot initiatives that are progressive normally do well.
You are right a lot of Dem people want centrists though but the base of the Dem party is young and to the left. The baby boomer will be drowned out in time. Those generations have PTSD of the Reagan era and losing so badly and having to operate under his paradigm.
2020 IMO has to be about ending the Reagan paradigm just as Reagan finished off the FDR New Deal paradigm.
dora_da_destroyer
Master Baker
I’m not saying anything about Biden, he may not be the person to fit that bill either. And it’s not just about baby boomers, gen x is a big cohort as well and they aren’t as liberal as millennials...and young people don’t vote.
And man...polling well and what people actually say/think haven’t added up in a long time. I can only look at the commentary across the spectrum and say I don’t think the support for a super progressive candidate is as big as the coli and twittersphere make it seem