The principal architects of Obamas win were Plouffe and campaign adviser David Axelrod, and if Axelrods handiworkthe shaping of the candidate and his messagewas visible at the time, it took somewhat longer for outsiders to grasp the full scope of Plouffes accomplishment, the technical workings of the campaign itself. Plouffe was press shy throughout the campaign, and came across in the few interviews he did give as almost studiously bland, like a particularly talented manager of a suburban Best Buy franchise. (Hes even from Delaware.) But Plouffes low-key act wasnt entirely incidental; the structure he built benefited from appearing not to have an architect.
The Obama campaign, Plouffe insists in nearly every chapter of his book, was built by, and for, the people. And to a real degree, it was. By November 4, Obama for America had 2 million active volunteers and nearly 4 million small donors, more than any previous Democratic campaign. With my.barackobama.com, the campaigns online hub, organizers could make more effective use of its grass roots than any candidate ever had. Local volunteers could organize and plan events without anyone in Chicago lifting a finger. By Election Day, the campaigns e-mail list of self-selected Obama supporters numbered 13 million addresses. With the click of a mouse, Plouffe could reach a group of true believers the size of the population of Illinois.
That listby the time Obama took office in January, what was going to happen to it was the million-dollar question. It was a tool that no previous president had hadexcept that, legally, the White House couldnt have it. So after some deliberation, Obama and his organizers decided to move the whole shop into the Democratic National Committee, renaming it Organizing for America and tweaking its mission: the organization that helped Obama win as a candidate would now be tasked with helping him succeed as a president. The speculation commenced immediately. In a profile of Plouffethe man who Changed Politics Foreverin Esquire, Lisa Taddeo wrote, If Obama has a policy initiative he wants to push, or a message he needs to disseminate, or a gaffe he wants to bat down, he will call David Plouffe and Plouffe will unleash the many-million-mouthed dog, just as he did all across America for these past two years.
That was the idea, anyway. But then Plouffe, whose daughter was born two days after the election, went into private consulting. The rest of the campaigns inner circle mostly moved into administration jobs, leaving OFA in the hands of their thirtysomething protgs. And the organization that was supposed to change everything haswell, not changed much at all.
It isnt that OFA hasnt done anythingits that its hard to say whether what its done has actually mattered. When Congress debated the stimulus package, OFA asked its members to host house parties and collect storiesultimately some 31,000 of themabout how the economic crisis was affecting them. The bill passed, but you wouldve had to squint awfully hard to see OFAs fingerprints on the final product. As the climate and health care bills advanced through the House, OFA sent out informational e-mails to its members and ran a television commercial urging viewers to call their congressmen and ask them to support health care reformuntil the congressmen (who werent named in the ads) complained to the White House. OFA obliged, and the next round of ads praised lawmakers who were doing the right thing; Even if they arent 100 percent on board, were asking our folks to thank our members, OFA Executive Director Mitch Stewart told the New York Times. In August, as conservative tea partiers descended on lawmakers town halls, OFA belatedly mobilized members to provide moral support at Democrats events, but shied away from Republicans.
As summer faded into fall, OFA began to receive harsh reviews from progressives, who argued that an organization that could have redefined liberal activism for a new generation had instead been squandered on what was essentially a prolonged PR mission. In an August 30 Washington Post op-ed titled We Have the Hope. Now Wheres the Audacity? veteran organizers Peter Dreier and Marshall Ganz contended that OFA had failed to keep up with Obamas legislative agenda, and chastised the group for spending time on community service projects rather than bare-knuckle pursuit of policy victories. That criticism, in particular, must have stung; Ganz, a onetime acolyte of Csar Chvez and a legendary theorist of community organizing, had mentored members of OFAs brain trust, and conducted training workshops for Obamas volunteers during the campaign.
Finally, on October 20, OFA made its first big move: a national day of action on health care reform, on which the organizations members madeor pledged to make; the numbers OFA has released dont distinguishmore than 315,000 calls to members of Congress, asking lawmakers to pass Obamas health care plan. But once again, the callers pitch was short on specificsyou had to dig deep on OFAs Web site to find any mention of the public health insurance option that liberals (and, according to CBS News polling, most Americans) wanted to see included in the bill. And the volume of calls, while impressive, fell short of overwhelming; with less than 3 million members, MoveOn was able to make that many calls to voters on a single afternoon in early 2004.
As the health care debate continued through November, MoveOn ran hard-hitting ad campaigns for the public option in Arkansas and Maine, the homes, respectively, of Blue Dog Democratic and moderate Republican lawmakers who would determine the fate of the bill in the Senate. OFA, meanwhile, sent out an e-mail plea to its members asking them for help raising $500,000 to counteract the misinformation Sarah Palin was spreading about Obamas health care plan on her book tour. Whatever OFA did with such donations, it had no noticeable impact on public perception of the presidents handling of health care, which barely budged (downward) in the polls in the weeks after OFA kicked into high gear.
Could OFA have done a better job of helping pass these bills? Maybe, but its hard to see how. On health care, for instance, the thing that OFA could theoretically dodrum up public support for the general idea of health care reformdidnt really need doing; reform of one sort or another remained consistently popular throughout last years debate. What mattered was which billthere were five of them up for debate in the Senateand the White House, whose agenda rests almost entirely in the hands of a few moderate Senate Democrats, was naturally not interested in riling any of the authors. Rather than enlisting OFA to push for a specific piece of legislation, Obama used his speech to the organizations volunteers on October 20 to try to convince them that any of the bills would constitute a victory.
In short, the problem isnt that OFA is screwing upits that the Obama White House has been using Plouffes invention for the wrong task. An organization of this nature is a marginal-at-best tool for advancing specific legislation. But with the right cues from its patron in the White House, OFA could be a powerful tool for expanding and remaking the Democratic Partya mission that would, in the end, do far more to further Obamas agenda than a few hundred thousand phone calls.
The problem with this idea was that Obamas supporters, whatever their ideological affinities, were mostly united by their affection for the president and their desire to win a pivotal election. As a candidate, Obama was hardly a liberal firebrandhis vision of government had been moderately left of center and mildly technocratic, more JFK than FDR. And in any case, transplanting the heart of a movement is a tricky thingthe civil rights movement didnt evolve out of Johnson-Humphrey 64, after all, and even Martin Luther King Jr. stumbled when he tried to extend his activist franchise to include poverty and housing rights.
David Plouffe had something else in mind: integrating OFA into the Democratic National Committee. This idea had its own outside champion in Howard Dean, who weighed in during the proceedings. As chairman of the DNC, Dean had pursued a fifty-state strategy: eschewing the traditional Democratic practice of pouring money and people into competitive states and ignoring everyone else, Dean allocated a smattering of resources to parties in every single state, even deeply red ones where Democrats were about as popular as the Inner Mongolian Peoples Party. It was controversial among DemocratsDean and Rahm Emanuel had once nearly come to blows over itbut the Obama campaigns similar approach in 2008 had vindicated Deans vision. Now Dean saw the opportunity to use OFA to double down on the bet he had made, beefing up state Democratic outposts with Obamas grassroots supporters. This is kind of a fusion of the old way of doing things, which is the president putting his stamp on the party, Dean told me, and the fifty-state strategy, which is the new way of doing things.
But there was a problem with that, too: a lot of OFAs members didnt necessarily think of themselves as Democrats. This had been an issue during the campaign, when Obamas advisers were weighing the pros and cons of taking public financing during the general election. For legal reasons, Plouffe realized, such a move would mean asking Obamas army of volunteers and small donors, many of them independents and some Republicans, to work for and contribute to the DNCsomething he wasnt sure they would do. If these people were forced to volunteer through the Democratic Party, no matter how clearly the mission was stated, we feared we could lose up to 20 percent of our volunteers, Plouffe writes in The Audacity to Win.
In the end, Obama and OFAs organizers split the difference. They took Deans advice, rebranding OFA as a project of the DNC. But, wary of spooking Obamas non-Democratic voters, OFA has since self-consciously maintained the rhetoric of an independent grassroots organization. Unable to embrace either specific policy goals, the way an independent organization like MoveOn can, or overt party-building objectives, OFA instead sticks with ferocious consistency to a succinct and basically meaningless mission: to support the presidents agenda. This charter gives OFA a set of endlessly moveable goalposts, and lends an odd meta quality to the groups activism: it measures success less in actual legislative accomplishments than in the simple fact of its continued existence.
But this vagueness has an end date: this years congressional elections, when Democrats, facing reelection battles in what will inevitably be a tough race for the party, will ask the most promising electoral operation in the Democratic orbit for help. When I called an in-state staffer for a Democratic congressman facing reelection in a conservative district this year, he spokeon the condition of anonymitywith a wary respect for OFAs work so far. But, he told me, when I ask their state director what theyre doing, he says theyre supporting the presidents agenda. I ask what the hell that actually means, and he cant tell me. I asked how they were going to play in 2010, and he had no response. And that has me worried, because you have these activistswe need their help. We need them to make phone calls for us.
As a result, Galvin writes, Democratic presidents tended to hoard the resources and popular support they received during their campaigns, sequestering what grass roots they had in quasi-independent organizations while using the partys own war chest and staff to push their agendas. John F. Kennedy had his own project at the DNC, called Operation Support, with the OFA-like aim of using the presidents celebrity appeal to prod along his legislative priorities, enlisting volunteers to write letters to the editor of their local newspapers, talk to their neighbors about Kennedys policies, and browbeat recalcitrant members of what was at the time a still-heterodox Democratic coalition in Congress. Jimmy Carter maintained the Carter Network, an independent organization fueled by the zeal of 150,000 of his grassroots supporters. In 1993, Bill Clinton used the DNC as a staging ground for his National Health Care Campaign, which tasked veterans of his 1992 presidential campaign with using the DNCs human and infrastructural resourcesalong with $3 million of the organizations moneyto build grassroots support for health care reform.
As far as agenda advancement went, these efforts ranged from benign to worthless. Worse, they sucked resources and attention away from what the Democratic campaign committees should have been doing: planning for the next election. (Both Carters and Clintons first DNC chairs saw this, and quit in frustration early in their respective tenures.) The deficit first became apparent in 1980, when the increasingly venal and discredited Democratic caucuss hold on Congress began to loosen and Democrats found that the institutions the party had counted on for electoral support, the unions and urban political machines, had mostly withered away. After pillaging the party in his first term and suffering the consequences in the 1994 midterms, Clinton tried to rebuild it in his second. But a few years of feverish fund-raising were hardly enough to reverse decades of decline, and both Al Gore and John Kerry went into their respective elections outmatched by the well-oiled Republican campaign machine.
The process began with Dwight D. Eisenhower, who took office in 1953 under what were, in many ways, Obama-like circumstances. Harry Truman was shuffling out of office in a funk of unpopularity. Ike had beaten Adlai Stevenson decisively the previous November, with 83 percent of the electoral vote and the strongest Republican showing in the South in years. His party controlled both the House and the Senate. These were wafer-thin majorities, however, and there was little reason to believe they would last. The GOP itself was near broke and balkanized, with liberals and moderates fending off a burgeoning conservative insurgency energized by Joe McCarthys anti-Communist crusade, then in its third year.
Eisenhower, who counted himself among the moderates, was not a particularly Republican Republican. His campaign had been viewed as a largely nonpartisan one; he was a general and a national hero, a man who Walter Lippmann, writing in the Washington Post, believed in the style of George Washington was above party and above faction. His youthful supporters had organized for him largely through Citizens for Eisenhower, his own grassroots organization that stood outside the GOP. In his first year he often fought congressional Republicans over legislation, and appealed to their Democratic rivals for the stray votes he needed.
But Eisenhower had few illusions about the limits of this nonpartisanship. At the end of the day, he knew, American government was a two-party system, and he was in one of them. If he poured his own star power and resources into rebuilding the GOP, Eisenhower reasoned, he could remake it as an extension of himself, and one that could continue promoting his legislative aims beyond the end of his own presidency. He urged his grassroots supportersthe Citizens for Eisenhower groups that had powered his 52 campaignto become card-carrying Republicans. I pointed out that if we focused the whole effort on me as an individual then it would follow that in the event of my disability or death, the whole effort would collapse, he wrote in his diary after one conversation with a Citizens leader. This, I pointed out, was absurd. The idea is far bigger than any one individual.
Eisenhower wasnt able to keep the Republican Party moderate, but he did lay the foundation for its eventual dominance. His successors continued his work. Nixon, while not exactly the greatest poster boy for the Republican brand by the end of his presidency, directed efforts to strengthen local parties and build on regional victories. Gerald Ford, acutely aware of the GOPs post-Nixon vulnerability, fund-raised obsessively for the party, but as an appointed president he had no base of campaign supporters to rally to the cause. He succeeded, however, in building a powerful operation to bequeath to a president who did: Ronald Reagan.
Reagan ran the most grassroots-driven Republican campaign since Eisenhowers, and once in office he set about using it to expand the partys infrastructure. He filled the RNCs finance chair with Richard DeVos, the billionaire cofounder of the Amway Corporation, who brought with him the business model that had made his fortune, and worked to convert the party faithfuls social networks into fund-raising tools for the GOP. Republicans were now urged to bring their friends and family into the party ranks.
Reagans 1984 reelection marked the greatest expansion in the Republican electorate to date, snagging 64 percent of young and first-time voters. But there was one problem: like the voters who would elect Barack Obama twenty-four years later, Reagans constituency contained many voters who werent yet members of his party. There were unaffiliated young people, independents, evangelicals who had been skittish about electoral politics, and conservative Democrats who saw the mainstream of their party shifting away from them.
In Reagans view, this was the mother of all opportunities. If he could bring supporters into the Republican fold, he realized, he could do what Eisenhower had aspired to do: rebrand the Republican Party as a vehicle for his own ideology for a generation to come. Reagan threw himself into the project in his second term, urging his unaffiliated voters to think of the Republican Party as their party, and to participate in the electoral process at every level as Republicans. At a 1985 White House reception for ex-Democratic politicians who had switched parties, he spoke of his own 1961 party conversion, and commended his guests for undertaking an act of courage and an act of conscience Youre not isolated cases, he told them. Youre part of a great national change, a national movement that is sweeping the electorate.
Reagans effort succeeded spectacularly. During his second term, the Republicans forged what would be a three-decades-and-counting alliance with evangelicals, broke the Democrats hold on local offices in the South, and created a class of suburban Republican voters that would carry the Republican class of 1994 and George W. Bush to their later victories. For the first time since FDR, Republicans began to think of themselves not as a permanent minority but as an emerging majority. But the greatest victory was Reagans ownby bringing his own constituents into the party, he was able to realize Eisenhowers dream of an electoral machine that perpetuated his agenda after the end of his own career.
Barack Obama is the first Democratic president of the modern era to take office with a Republicans sense of vulnerability, the knowledge that his partys hold on power, however robust it may seem, may prove tenuous. And the novel design of the Obama campaignits largely self-sustaining, volunteer- and small-donor-driven structureprovides him with a rare opportunity as president. Unlike previous cash-strapped Democrats, who arrived in the Oval Office with onerous campaign debts and had to make hard choices about how to spend what money they had, Obama can afford to invest in both his own projects and the partys. Obama won the 2008 election with an unheard-of $18 million left overmoney that, according to a Politico analysis of Federal Elections Commission filings, has allowed the DNC to not only add scores of OFA staffers to its payroll but also bring the DNC war chest to within $7 million of the historically better-funded RNCs. OFA now has paid staffers in all but one state (Oklahoma), most of them embedded with local Democratic parties and well networked with local ex-Obama campaign volunteers. All but one of the half-dozen state-party chairs I talked to spoke of this apparatus in hopeful terms.
But so far, Obama has failed to do what Reagan and Eisenhower did: he has asked his supporters to rally around Democratic causes, but he has balked at asking them to become Democrats. He has asked his loyal enthusiasts to take ownership of a presidency, but not of a party. The distinction mattersyou can support a presidency, but you cant really participate in it. OFA has called on its members to contribute money, make phone calls on a handful of issues, even knock on doors for Democratic candidates running in off-year elections in November (desultory get-out-the-vote efforts which, unsurprisingly, turned out only dribs and drabs of Obamas electorate for John Corzine and Creigh Deeds in their failed gubernatorial campaigns in New Jersey and Virginia). But it hasnt asked them to, for instance, work on behalf of primary candidates who reflect their values, shape local party platforms, or run for office themselves. Its why, for all of its fervent activity, OFA looks less like a movement than a cheering section.
Bringing his supporters into the party would run counter to the image Obama projected during and after the campaign, that of a man who wants to transcend the old political categories, an inclination that seems deeply rooted in his political nature. And an invitation to join the party is also necessarily an invitation to shake it upthe same Democrats seeking to enlist OFAs volunteer army this year could find themselves facing its members in a primary battle first. But these are necessary risks for Obama and his partisans to take. Success in politics is incremental, and a party, as Eisenhower observed, is a vastly more durable thing than a presidencyit can carry out a mission above the churn of individual flesh that moves under its banner. Belief in it is what made Reaganism not just a fad but a political paradigm, one that filled the vacuum left behind by a receding Democratic establishment. In the wake of the Republican collapses of 2006 and 2008, Obama has a similar opportunity.
If the idea of turning Obamas dewy-eyed idealists into nut-cutting party politicos seems cynical, it shouldnt. Reagans bid to pull his voters into the Republican Party was simply a pragmatic acknowledgment of how the system worked, and a bid to prove that it could work. Obama, a man whose move into politics stemmed from an early dissatisfaction with the limits of working outside the system, surely understands this as well as anyone. What remains to be seen is whether he can explain it to his most loyal followers.
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