When Lessig launched Mayday, the consultants he envisioned employing were the sort of high-priced Washington hands who cut issue ads for billionaires on behalf of their pet candidates. In the months since then, however, Mayday’s understanding of “bad-ass campaign shops” has evolved. Mayday has now essentially outsourced oversight of the $1 million it’s investing in South Dakota, as well as $3 million in other races, to a nonprofit grassroots outfit called the Progressive Change Campaign Committee (PCCC), which styles itself in opposition to the professional consultant class.
The typical media consultant takes a 15 percent commission out of any media buy a campaign makes—potentially millions of dollars in a statewide race. Right off the bat, PCCC negotiated a zero-commission deal with the three ad consultants it retained. (They will receive a flat fee instead.) The typical consultant tends to favor slick, highly-produced ads. PCCC insists on ads featuring local voters—often Republicans—which it unearths from its list of nearly one million members, distributed across every congressional district in the country. The typical campaign uses some combination of paid staff, robots, and volunteers to encourage voters to turn up on Election Day, but it keeps their efforts separate, and the campaigns often lack a critical mass of volunteers needed to make calls efficiently. PCCC, using its “Call Out the Vote” program, can seamlessly supplement the campaigns’ own efforts with calls from the humans on its membership list, providing that critical mass continuously. And because the list is so extensive, it can make calls at enormous volume in a very short period of time. It recently placed 23,000 get-out-the-vote calls in a single night in Minnesota, a scale the typical statewide campaign often achieves in a week.