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      How Republicans Still Rely on the Trump Brand to Fund-Raise

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      Trump pint glasses. Trump T-shirts. Trump memberships. Six months after the former president left office, his party’s fund-raising success depends heavily on his vaunted name.Even in defeat, nothing sells in the Republican Party quite like Donald J. Trump.The Republican National Committee has been dangling a “Trump Life Membership” to entice small contributors to give online. The party’s Senate campaign arm has been hawking an “Official Trump Majority Membership.” And the committee devoted to winning back the House has been touting Mr. Trump’s nearly every public utterance, talking up a nonexistent Trump social media network and urging donations to “retake Trump’s Majority.”Six months after Mr. Trump left office, the key to online fund-raising success for the Republican Party in 2021 can largely be summed up in the three words it used to identify the sender of a recent email solicitation: “Trump! Trump! Trump!”The fund-raising language of party committees is among the most finely tuned messaging in politics, with every word designed to motivate more people to give more money online. And all that testing has yielded Trump-themed gimmicks and giveaways including Trump pint glasses, Trump-signed pictures, Trump event tickets and Trump T-shirts — just from the National Republican Senatorial Committee in the month of July.“The Republican Party has never had small-dollar fund-raising at this scale before Donald Trump,” said Brad Parscale, who was Mr. Trump’s first campaign manager in 2020 and is still an adviser, “and they probably never will at this scale after Donald Trump.”The strategy is clearly paying financial dividends, as three main G.O.P. federal committees raised a combined $134.8 million from direct individual contributions in the first six months of 2021, nearly matching the $136.2 million raised by the equivalent Democratic committees, federal records show.But the endless invocations of the former president underscore not only his enduring appeal to online Republican activists and donors — the base of the party’s base and its financial engine — but also the unlikelihood that the G.O.P. apparatus wants to, or even can, meaningfully break from him for the foreseeable future.The stark reliance on Mr. Trump’s name to spur small donations amounts to a tangible expression of the party’s inescapable dependency on him — one that risks preventing a reckoning over the losses the G.O.P. suffered in the last four years, including Mr. Trump’s own, which he has denied by clinging to false theories of election fraud.In July, the Trump-themed gimmicks and giveaways included pint glasses, signed pictures, event tickets and T-shirts.National Republican Senatorial CommitteeRepublican strategists said the party’s messaging and the influx of money reflect Mr. Trump’s continued hold on the hearts and wallets of the grass-roots, despite the party losing the House, the Senate and the White House in his single term.“The governing class of the Republican Party would just as well see him move on,” said Scott Reed, a Republican strategist and former top political adviser for the U.S. Chamber of Commerce. “It’s been ‘enough is enough.’ But he still keeps a firm grip on the grass-roots.”With Democrats in full control of Washington, some Republicans are hoping their party can rally chiefly against President Biden and the Democrats in the 2022 midterms. Yet Mr. Biden’s name has been as absent from the G.O.P. pleas for cash as Mr. Trump has been pervasive, a warning sign that Republicans are struggling to stir the kind of impassioned opposition to him that they had once generated to former President Barack Obama, and that Democrats had uniting their party against Mr. Trump four years ago.Since May 1, the Republicans’ Senate campaign arm has invoked Mr. Biden’s name in the sender line on its emails just four times; Mr. Trump’s name has appeared there 185 times.The Republican National Committee treated Mr. Trump’s June 14 birthday almost like a national holiday, sending out no less than 19 emails about it, starting more than five weeks in advance. The House campaign arm joined in, too: “Why haven’t you signed Trump’s Bday Card?!” read one text message. “We’ve texted 6x & it’s only 5 days away!”The heavy use of Mr. Trump’s name has at times been a source of friction with the former president, who has begun ramping up fund-raising for his own political action committee, called Save America. As a businessman, Mr. Trump spent years leveraging and licensing his name for cash, slapping it on buildings and products, and he and some of his advisers have been irked by the exploitation of his image by party committees that do not always align with his political interests.In March, his lawyers sent a cease-and-desist letter to the three main Republican committees demanding they stop using his name and likeness. But back-channel discussions defused the situation as party officials insisted they had every right to refer to him but promised not to use his signature without permission. Still, some party committees continue to push the limits by wording messages to appear as though they are coming from Mr. Trump.Current and past party operatives said Mr. Trump’s name simply raises the most money. Every click and contribution is carefully cataloged, and committees can compare how much is raised using different messages and messengers. Those with Mr. Trump’s name simply outperform, operatives said.“President Trump and his policies remain a major driver for small-dollar donors,” said Michael McAdams, communications director for the National Republican Congressional Committee.During one stretch in June, roughly 90 percent of that committee’s fund-raising texts mentioned Mr. Trump. Some solicitations have appealed to supporters’ love of Mr. Trump; others have tapped into their fear of disappointing him.At one point this spring, the committee warned donors against opting out of recurring monthly contributions through a prechecked box: “If you UNCHECK this box, we will have to tell Trump you’re a DEFECTOR.”Fund-raising text messages from the National Republican Congressional CommitteeIn a late 2020 memo, WinRed, the party’s main online donation-processing platform, said that donation pages that mentioned the word “Trump” reaped, on average, twice as many donors as pages that did not. WinRed still gives Mr. Trump top billing on its home page, featuring him above the actual party committees. Mr. Trump also continues to be featured prominently in many Democratic fund-raising pitches.While former presidents do typically maintain a following among the grass-roots — Mr. Obama is still featured on the donation pages of some Democratic Party groups — Mr. Trump is uniquely omnipresent in the Republican digital ecosystem.Tim Cameron, a Republican digital strategist, said one reason is that much of the Republican online donating infrastructure sprang up during the Trump era — after years of neglect and being outraised by the Democrats. “It’s how these lists were built,” he said.Hogan Gidley, who worked as an adviser to Mr. Trump at the White House, said the party — which still is populated by vestiges of a Trump-skeptical establishment that sees his incendiary approach to politics as a poor fit for swing districts and states — risks backlash and anger if it uses the Trump brand to bankroll causes and candidates not aligned with the pro-Trump movement.“This is where the party is,” Mr. Gidley said. “You can ride that wave or you can try to swim against it but the wave is going to win.”Mr. Trump and the party are sometimes directly at odds.The party’s Senate campaign arm, for instance, is supporting the re-election of Senator Lisa Murkowski, the Alaska Republican who voted to convict Mr. Trump of impeachable offenses. Mr. Trump is supporting her challenger, Kelly Tshibaka. Mr. Trump has also regularly attacked Senator Mitch McConnell of Kentucky, the Republican leader, including in a speech to party donors this spring, calling him a “stone cold loser.”Mr. McConnell has ignored the slights. The online store of the party committee charged with returning Mr. McConnell to the majority currently has 21 of 23 items for sale featuring Mr. Trump’s name or face; zero feature Mr. McConnell. Mr. Trump has regularly attacked Senator Mitch McConnell of Kentucky, the Republican leader.Stefani Reynolds for The New York TimesThe party’s Senate committee has also hired Gary Coby, the architect of Mr. Trump’s 2020 digital operation who continues to work with Mr. Trump, as a fund-raising consultant, according to people familiar with the matter.Mr. Trump has begun ramping up his fund-raising operation, sending regular texts and emails that effectively compete with the party apparatus. Mr. Trump’s PAC is back advertising on Facebook, too, even as the platform has banned Mr. Trump from posting there himself.Of the all party organizations, the Republican National Committee has perhaps the trickiest line to toe because it is charged with neutrally overseeing the 2024 presidential nomination process, whether or not Mr. Trump runs.The R.N.C. worked in tandem with the Trump re-election campaign last year, raising hundreds of millions of dollars through shared accounts. A New York Times investigation in April showed how the Trump operation had used prechecked recurring donation boxes to lure unwitting donors into giving again and again — resulting in a wave of fraud complaints and demands for refunds.It turns out that some donations-on-autopilot continued all the way through June 2021, when party officials stopped processing donations to their shared account, the Trump Make America Great Again Committee. That account raised $2.6 million in June almost entirely through recurring donations, according to a person familiar with the matter, of which 75 percent was earmarked for Mr. Trump’s PAC and 25 percent to the R.N.C.But though those donations were stopped, the Trump messaging has continued, with the party hawking “Back to Back Trump Voter” shirts in recent days — yours “FREE” with a $50 donation.“He’s so good for small-dollar fund-raising,” said Liz Mair, a Republican strategist who has been critical of Mr. Trump in the past. “The party cannot financially afford to separate.” More

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      Republicans Attack Democrats as Liberal Extremists to Regain Power

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      As Democrats prepare to run on an ambitious economic agenda, Republicans are working to caricature them as liberal extremists out of touch with voters’ values.WASHINGTON — Minutes after a group of congressional Democrats unveiled a bill recently to add seats to the Supreme Court, the Iowa Republican Party slammed Representative Cindy Axne, a Democrat and potential Senate candidate, over the issue.“Will Axne Pack the Court?” was the headline on a statement the party rushed out, saying the move to expand the court “puts our democracy at risk.”The attack vividly illustrated the emerging Republican strategy for an intensive drive to try to take back the House and the Senate in the 2022 midterm elections. Republicans are mostly steering clear of Democrats’ economic initiatives that have proved popular, such as an infrastructure package and a stimulus law that coupled pandemic relief with major expansions of safety-net programs, and are focusing instead on polarizing issues that stoke conservative outrage.In doing so, they are seizing on measures like the court-expansion bill and calls to defund the police — which many Democrats oppose — as well as efforts to provide legal status to undocumented immigrants and grant statehood to the District of Columbia to caricature the party as extreme and out of touch with mainstream America.Republicans are also hammering at issues of race and sexual orientation, seeking to use Democrats’ push to confront systemic racism and safeguard transgender rights as attack lines.The approach comes as President Biden and Democrats, eager to capitalize on their unified control of Congress and the White House, have become increasingly bold about speaking about such issues and promoting a wide array of party priorities that languished during years of Republican rule. It has given Republicans ample fodder for attacks that have proved potent in the past.“They are putting the ball on the tee, handing me the club and putting the wind at my back,” said Jeff Kaufmann, the chairman of the Iowa Republican Party.Democrats argue that Republicans are focusing on side issues and twisting their positions because the G.O.P. has nothing else to campaign on, as Democrats line up accomplishments to show to voters, including the pandemic aid bill that passed without a single Republican vote.“That was very popular, and I can understand why Republicans don’t want to talk about it,” said Senator Gary Peters of Michigan, the new chairman of the Democratic Senatorial Campaign Committee. “But we’re going to keep reminding folks who was there when they needed them.”The contrast is likely to define the 2022 races. Democrats will sell the ambitious agenda they are pursuing with Mr. Biden, take credit for what they hope will continue to be a surging economy and portray Republicans as an increasingly extreme party pushing Donald J. Trump’s lies about a stolen election. Republicans, who have embraced the false claims of election fraud and plan to use them to energize their conservative base, will complain of “radical” Democratic overreach and try to amplify culture-war issues they think will propel more voters into their party’s arms.A release from the National Republican Senatorial Committee highlighted what it called the “three pillars” of the Democratic agenda: “The Green New Deal, court packing and defund the police,” even though the first two are far from the front-burner issues for Mr. Biden and Democratic leaders and the third is a nonstarter with the bulk of the party’s rank and file.President Biden and Democrats have promoted a wide array of party priorities that languished during years of Republican rule.Stefani Reynolds for The New York TimesLast week Senator Mitch McConnell of Kentucky, the minority leader, sought to thrust a new issue into the mix, leading Republicans in protest of a proposed Biden administration rule promoting education programs that address systemic racism and the nation’s legacy of slavery. He has taken particular aim at the 1619 Project, a journalism initiative by The New York Times that identifies the year when slaves were first brought to America as a key moment in history.“There are a lot of exotic notions about what are the most important points in American history,” Mr. McConnell said on Monday during an appearance in Louisville. “I simply disagree with the notion that The New York Times laid out there that year 1619 was one of those years.”Senator Rick Scott of Florida, the chairman of the Republicans’ Senate campaign arm, has been explicit about his strategy.“Now what I talk about every day is do we want open borders? No. Do we want to shut down our schools? No. Do we want men playing in women’s sports? No,” Mr. Scott said during a recent radio interview with the conservative commentator Hugh Hewitt.“Do we want to shut down the Keystone pipeline? No. Do we want voter ID? Yes,” he continued. “And the Democrats are on the opposite side of all those issues, and I’m going to make sure every American knows about it.”Democrats who have fallen victim to the Republican cultural assault concede that it can take a toll and that their party needs to be ready.“It was all these different attacks that were spread all over mainstream media, Spanish-language media, Facebook, WhatsApp,” said Debbie Mucarsel-Powell, a former Democratic House member from South Florida who was defeated last year after Republicans portrayed her as a socialist who was anti-police. “A lot of it was misinformation, false attacks.”She said Democrats must begin taking steps now to combat Republican misdirection, warning that their legislative victories might not be enough to appeal to voters.“We can have a great policy record,” she said, “but we need to be present in our communities right now, reaching out to all of our constituencies to tell them we are working for them, that their health and their jobs are our priorities.”On the Supreme Court issue, progressive groups began pushing the idea of an expansion after Mr. Trump was able to appoint three justices, including one to a vacancy that Republicans blocked Barack Obama from filling in the last year of his presidency and another who was fast-tracked right before last year’s election.Hoping to neutralize the issue, some Senate Democrats who will be on the ballot next year have made it clear that they would oppose expanding the court, and the bill seems to be going nowhere at the moment. Speaker Nancy Pelosi said she would not bring any court bill to the floor until at least after a commission named by Mr. Biden to study the matter issued its report, which is due in six months. The president has been cool to the expansion idea as well.The office of Ms. Axne, the only Democrat in Congress from Iowa, did not respond to requests for reaction to the Republican attacks on her over the court plan. In an interview with MSNBC, Ms. Axne said that she, like Ms. Pelosi, would await the findings of the commission.But Republicans are not waiting to try to score political points. They say more moderate Republican voters and independents who broke with the party during the Trump years have been alienated by the call to enlarge the court and other initiatives being pushed by progressives.One key for Republicans next year will be winning back suburban voters while running campaigns that also energize the significant segment of their supporters who are fiercely loyal to Mr. Trump and want the party to represent his values. That may be a difficult balance to achieve, as evidenced this week when Republican leaders moved to strip Representative Liz Cheney of Wyoming of the party’s No. 3 leadership post for calling out the former president’s false election claims.Senator Chuck Schumer of New York, the majority leader, said it would matter less what Republicans said about Democrats than what his party was able to accomplish.“The one thing that will win people over, no matter what they do, is whether we can deliver,” he said. “They are doing what appeals to their base, but the voters in the middle, including a good chunk of Republican voters, actually care about getting things done.”Instead of focusing on Democrats’ economic initiatives that have proved popular, Republicans are seizing on measures like a bill to expand the Supreme Court.Al Drago for The New York TimesMr. Peters said Democrats would be better positioned to rebut attacks such as those that falsely portray them as pressing to defund the police after voters had experienced two years of the party holding power.“President Biden and the caucus have been very clear that we are not about defunding the police, we are about making sure police have the resources they need to do their jobs,” he said. “Ultimately, it is about how it is impacting people’s lives.”Mr. Kaufmann, the Republican leader in Iowa, begged to differ. He said he believed the hot-button issues Republicans were homing in on would drive voters more than “the nuance of tax policy and who gets credit for the vaccine.” He is eager to get started.“Some of this stuff is really controversial,” he said. “These are all very bold and clearly delineated issues. I can use this to expand the base and get crossover voters.” More