As reported by Breitbart
President Donald Trump, his 2020 re-election campaign, and the Republican National Committee (RNC) are attempting to revolutionize GOP fundraising by bringing the whole process for all party candidates under one roof in an outfit called “WinRed,” but some in the consultant class who stand to lose significant business are fighting back against it.
Democrats have had, for more than a decade under their banner fundraising tool “ActBlue,” essential uniformity, especially among small-dollar donors with a tool that allows them to, at peak effectiveness, steer dollars to where they are most needed to win elections. Republicans, because they have used a variety of fundraising vendors and tools across a disparate array of firms, have essentially been at a disadvantage as a party.
In late June, Politico’s Alex Isenstadt explained the thinking behind WinRed in a piece just ahead of its launch:
Republicans are set to launch a long-awaited, much-delayed online fundraising platform on Monday, a move aimed at closing Democrats’ massive small-donor money advantage ahead of the 2020 election.
WinRed is being billed as the GOP’s answer to the Democratic Party’s ActBlue, which has already amassed over $174 million this year. The new tool is intended to reshape the GOP’s fundraising apparatus by creating a centralized, one-stop shop for online Republican giving, which the party has lacked to this point.
The launch caps months of behind-the-scenes discussions involving top Republicans. President Donald Trump and White House senior adviser Jared Kushner were involved, as were GOP congressional leaders and mega-donor Sheldon Adelson. The end product, Republican leaders hope, will fill a gaping void in the party’s machinery.
The RNC and the Trump campaign envision WinRed as the future of GOP fundraising.
“WinRed has the full backing of President Trump and his campaign,” Mike Reed, a senior RNC official, told Breitbart News on Friday. “WinRed is a revolutionary tool in the fundraising arsenal for Republicans that will transform the way GOP candidates and conservative causes across the country raise money. This platform offers candidates and committees convenience, a user-friendly interface, and allows them to efficiently raise money while allowing supporters to more effectively donate to candidates with like-minded beliefs.”
Brad Parscale, Trump’s campaign manager, added in a statement to Breitbart News that the GOP committees and president’s campaign are fully behind WinRed and expect all candidates, state parties, and other political action committees (PACs) affiliated with the GOP to get on the WinRed platform.
“There’s a reason President Trump and all the major GOP campaign committees are united behind WinRed: it has the best technology and data integration that will lift all conservative boats and actually help Republicans win in 2020,” Parscale said.
Republican officials insist that all candidates will have access to the WinRed platform, no Republican will be barred from it for any reason including anti-establishment primary challengers, and that all candidates and party committees nationwide are encouraged to sign onto it because uniformity on this front is the only way the GOP can create a true grassroots countermeasure to the left’s ActBlue fundraising machine. Putting their finger on the scale by barring anyone access to the platform, party officials agree, would be harmful to the overall goal of building a grassroots machine that they say they only have an opportunity while Trump is president to get up and running because of his unique ability to connect with small-dollar donors. In other words, the GOP views this setup as the long-term future of the party’s fundraising apparatus and is working to ensure that they seize this chance to implement it party-wide.
A problem Republicans are running into as they seek to implement WinRed across the GOP with all candidates and committees is pushback from consultants with other competing technology. For it to process fundraising donations, WinRed has contracted with Revv–which is a vendor that serves a back-end fundraising platform. Trump’s campaign has used Revv for years. Competing processor Anedot has created a competing website that used the RNC’s and the president’s likeness to try to hit back at the party for not being the selected vendor.