Parties try gimmicks to lure donors
Libs get photos; NDP offers hockey (and also Mulcair)
This is saying he likes to go to hockey games just like you, just like a regular Canadian
Federal opposition parties are trying new ways to inspire would-be donors, each tailored to each leaders’ perceived strength or weaknesses.
The NDP promised donors who chipped in before midnight on Sunday that they would be entered into a contest for a chance to watch the Ottawa Senators battle the Montreal Canadiens on Feb. 18 with leader Thomas Mulcair.
The winner will receive a flight to Ottawa, free accommodations and the promise that ‘‘You could meet Canada’s next Prime Minister.’’
The pitch added: ‘‘You love hockey — so why not?’’
The Liberals, meanwhile, are attempting to capitalize on Justin Trudeau’s celebrity by promising donors an autographed “digital photograph” from a rally to celebrate the 50th anniversary of the Canadian flag.
“They’re imaginative, they’re different and they probably work on a couple of different levels,” said Gerry Nicholls, an Oakville, Ont.based communications consultant and pundit.
“People give money for all sorts of reasons to political parties. Sometimes they give money because of the ideology, sometimes they give money for access — or because they want to get a picture with the leader so they can tell their friends and buddies ‘I met such and such Thomas Mulcair.’ It builds up their status their own groups.”
In the case of the NDP, the hockey night theme also helps to humanize the leader.
“He seems, sometimes, to be an austere, forbidding figure. Now this is saying he likes to go to hockey games just like you, just like a regular Canadian,” Mr. Nicholls said.
The Liberals, on the other hand, are playing to Mr. Trudeau’s key asset: his celebrity.
“It’s kind of like getting a holy relic in the Middle Ages. It’s something that connects you with the leader,” he said, but added:
“If their only trick is that he’s a celebrity, it could get them into trouble if Canadians start to say they want to see some meat; they want more than sizzle, they want to see the steak.”
Political parties are all having to become more creative and aggressive with their fundraising methods as the end of the per-vote subsidy took effect at the beginning of the year.
The Conservatives led fundraising efforts last year, garnering more than $20-million. The Liberals were behind with almost $16-million, while the NDP took in about $9.5-million.