Money Is No Longer the Mother's Milk of Politics. Something has Replaced it
Summary
Political campaigns in the United States are seeing a shift away from money being the main factor for winning. Candidates who invest in grassroots efforts like door-to-door outreach and social media are outperforming those who rely mostly on expensive advertisements.Key Facts
- The phrase "money is the mother’s milk of politics" was coined in 1966 by Jesse Unruh to describe the importance of money in elections.
- In 2010, the Supreme Court's Citizens United decision allowed unlimited spending by corporations and unions, increasing campaign costs.
- Despite Republicans spending twice as much as Democrats in recent campaigns, this spending advantage has not led to big gains in election polls.
- Grassroots tactics, like personal contact with voters and volunteer networks, have helped candidates with less funding win races.
- In the 2025 New York City Democratic mayoral primary, Zohran Mamdani won despite being outspent nearly four to one by Andrew Cuomo, thanks to strong volunteer work and social media.
- The 2026 Texas Republican Senate primary was the most expensive ever, with over $99 million spent.
- Senator John Cornyn outspent Attorney General Ken Paxton nine to one, winning the primary; however, Paxton won the runoff after receiving President Trump’s endorsement.
- Younger voters may respond better to direct engagement and social media than to heavy advertising, according to campaign outcomes.
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