The Republican National Committee announced Monday that it will focus more on grassroots operations year-round instead of saving money to spend on campaign ads right before elections.
“In the past, the committee would spend an off year accumulating cash and then, during the election year, we would continue stockpiling cash until the last 90 days,” RNC Communications Director Sean Spicer wrote in a memo. “Things have changed. That strategy is both outdated and ineffective.”
Spicer said that the Republican party, which spent more than $42 million in the 2012 election cycle, needs a better “ground game” to interact with minorities.
“We must engage with voters year-round in their communities, especially in Hispanic, African American and Asian Pacific communities,” Spicer said.
Spicer added that the RNC will also give its digital operations a boost. This isn’t a surprising move after the media attention given to President Obama’s expansive digital strategy in the 2012 election.