Where do they pull the billion dollar spending figure from? The rough sketch of what a campaign will need to spend in the 2016 general election. The amount that Trump is going to have a tough time reaching. Or even getting anywhere near, if you believe the skeptics.

Did they take Jeb Bush’s $130 or $150 million figure and multiply it by 7? Because Jeb’s campaign spending was so effective and frugal?

How about imitating Bernie Sanders and his now-epic 27 bucks a head online contribution network? Reuters has run a story suggesting that Trump’s team may very well be looking into Bernie’s fundraising platform. Or at least trying to put together a Trumpkian version to supplement what appears to be a RNC-led more traditional fundraising effort.

As NeverTrumpkians snidely point to the supposed hypocrisy of Trump relying on big money in the general election, it may be that Trump’s supporters don’t especially care if The Donald dips into corporate coffers that are not his own. Get the cash and beat Hillary, seems to be their perspective.And yes, Trump supporters seem to be willing to chip in a few of their own hard-earned dollars to help his campaign.

But Bernie Sanders’ fundraising platform is all part of his Social Media strategy, run by Scott Bernstein, CEO of Revolution Messaging. And yes, Bernstein was a key player in Obama’s 2008 digital strategy. And what does Bernstein say is the key to the success of Sanders’ Social Media strategy and fundraising platform?

Bernie himself. The man’s “authenticity”, as Bernstein was quoted in an article at FastCompany back in April.

OK, so here would be Trump’s fundraising platform: Trump tweets followers, combining a hard jab at Hillary with a call to raise some cash. In other words, there will almost certainly be no genius-behind-the-scenes like Bernstein in the case of Donald Trump and any online fundraising he’ll do. He tweets. The cash comes in. Right?

Look, Trump has managed his own very particular brand of social media. And it has worked well in his favor. Can he translate his brash, bullying “authenticity” into an effective platform to get individual followers to make modest personal contributions? Because the whole point of Sanders’ platform was not the total he raised, but rather the breadth of support it demonstrated, and the excitement and buzz it generated around his own policy platform.

27 bucks a head was a defiant middle finger raised at the enormous expensive campaign apparatuses of his rivals within his own primary, and over in the GOP’s primary as well. It fit perfectly with his anger at Wall Street. What Trump needs to do is focus his own online fundraising efforts in a way that reflects his own supporters’ anger at GOP establishment politics. Which is not quite the same as Sanders’ supporters’ anger. Because the payoff to The Donald could be “yuge.” Is he willing to map a strategy out with some online media experts like a Bernstein? We’ll see.

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