GOP Launches WinRed to Challenge Democrats’ Online Fundraising Advantage | NTK Network GOP Launches WinRed to Challenge Democrats’ Online Fundraising Advantage

GOP Launches WinRed to Challenge Democrats’ Online Fundraising Advantage

The online fundraising platform is designed to be a counter to the Democrats’ ActBlue, which has been around since 2004.

By NTK Staff | 07.01.2019 @1:46pm
GOP Launches WinRed to Challenge Democrats’ Online Fundraising Advantage

Republicans just launched a new online fundraising platform that they hope will help them compete with Democrats’ dominance in this arena. It’s called WinRed, and it’s a counterbalance to Democrats’ ActBlue, a platform Democrat candidates have used to raise money online since 2004.

WinRed, backed by President Trump’s reelection campaign and Republican Party committees and congressional leaders, has the party’s imprimatur in a way previous efforts did not. The effort is a partnership between Data Trust, a nonprofit clearinghouse for Republican data, and for-profit payment-processing firm Revv, and Republicans say the “green wave” of money that Democrats rode in 2018 will provide momentum for their own efforts.

In 2018, Democrats outraised Republicans online by more than a 2-to-1 margin. ActBlue, Republicans argue, is a big reason why.

ActBlue asks donors to input their information, including payment details, on the platform. Donors can then donate at whatever level they wish, though much of ActBlue’s donations are low-dollar. When donors want to donate to a different candidate, they simply have to select the dollar amount and click donate, making it much easier to give to multiple candidates and committees.

ActBlue says it now has nearly 7 million donors who have saved their information on the platform so they can give to any campaign using ActBlue with a single click. Candidates can easily fundraise through joint solicitations and divide the proceeds, creating an easy way for the party as a whole to share the wealth when someone — say, Beto O’Rourke during his surprisingly strong U.S. Senate bid last year — compels grassroots donors.

Of course, your average donor doesn’t care what tool a politician uses to process a payment. But Republicans covet ActBlue efficiencies and features that make it easier and faster for donors to give, resulting, potentially, in more dollars raised.

Over time, WinRed could build up a similar stable of donors who are “activated” to donate through email, social media platforms, and text message campaigns.

President Trump tweeted about the launch of WinRed last week:

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