I've never been the kind of donor who gives matching grants. In fact I've
never been a major donor at all, just someone who gives $25 here and $50
there to a bunch of causes I believe in, because that's what I can afford..
So I loved the Democratic National Committee email that invited me and other
ordinary citizens to make modest online pledges, to be redeemed when new
donors contributed. For a moment, I got to play Ford Foundation. And a woman
in Knife River, Minnesota matched the $50 that I pledged on the DNC site.
"I'm newly retired and uncertain about what I can actually afford to give,"
she emailed, "But the matching offer prompted me to respond despite that
uncertainty. I agree with you that this regime must be stopped."
But it was more than the matching offer that's made this the DNC's single
most successful fundraising email since 2004. And more even than the timing.
Like most of us, I'm sure the Minnesota woman had gotten plenty of requests
for contributions, including promises that some Senator, Congressperson, or
anonymous wealthy donor would step in and amplify what she gave. But she