Different Party, Different Tactic

Many Democrats are Democrats because they believe government can and should do good things to advance opportunity and help people in need. That is a more positive vision. Democrats like to know what their candidates want to accomplish.

FS: Is there a happy medium? Or would a more balanced approach not have enough impact either way?
HM: Generally, the best strategy is driven by the personalities and the issues that are at play in politics at the time. Negative mail worked better for Democrats in 2004 because the dislike of George W. Bush was more prominent in the donors’ minds than a love for John Kerry. For either party, positive or negative can work. Or, a happy medium might be the best strategy. It depends on what’s on the minds of the donors. If they are really angry, negative mail works better. If they’re finding inspiration from a candidate, the positive mail works better. Sometimes a mix is the right strategy.