Why Does That Candidate Want Your Puny Dollar?

Suppose you’ve been bombarded with text and email messages asking for small donations—$3 here, $5 there—during this presidential election cycle. In that case, you might wonder why candidates are so keen on these tiny contributions.

The Power of Small Donations

According to Money.com, small donations provide valuable insight into a candidate’s grassroots support. Candidates love to boast about their small-dollar donors because it shows they’re in touch with everyday people, not relying on big donors and special interests. It’s a way to prove they have widespread public backing.

Of course, the money itself helps. Even small contributions add up quickly, which is crucial for campaigns that collectively spend about $6 billion on the presidential race alone. According to pollster Frank Luntz, this enormous chunk of change is primarily aimed at persuading about 6 percent of undecided voters.

Why Text and Email?

Sending out text messages and emails is much cheaper than traditional mail and can yield a high return. Sending one million text messages might cost around $30,000. However, if the message is compelling enough, a campaign might receive donations from 1 to 5 percent of recipients. That could amount to $20,000 to $50,000 at just $1 per donation—often more than covering the cost of the messages.

What Else Are They Getting?

While candidates collect your dollar, they are also collecting data. Your name and contact information can be shared with other candidates in the same party, who may also send you a flood of messages, each insisting that your small contribution is vital to saving the world. Typing “STOP” to unsubscribe might be ineffective—you may continue receiving messages from other candidates.

More Than Just Money

Donations aren’t the only goal. Even if you don’t donate, these messages keep the candidate on your mind. The constant reminders can keep the urgency high and ensure you’re thinking about them when it comes time to vote or consider that next $2 contribution.

So, while that candidate may seem to want your “puny dollar,” they really want your ongoing support, data, and attention—all of which are valuable commodities in a competitive election.