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FROM: CHIP SALTSMAN TO: MEMBERS OF THE NATIONAL REPUBLICAN COMMITTEE SUBJECT: OUR PLAN FOR REPUBLICAN VICTORY “I am not going to talk to you about some of the things we’ve talked about before and some of the things that we’ve tried to accomplish and that we haven’t yet. … I will only say let us all heed the words of an old Scotch ballad, ‘For those defeats that we’ve had so far, we are hurt; we are not slain. We’ll lie us down and rest a bit, and then we’ll fight again.’” – President Ronald Reagan, April 13, 1984 On January 23, 2009, by casting votes for the next Republican National Committee Chair, each of you will play a pivotal role in charting the future of our party. While the recent setbacks we experienced were very discouraging, I am completely confident that together we can, and will, inspire the American people with bold solutions and return our party to national leadership in the very near future. Future electoral success will require investments of time, money, expertise and imagination. Our state and local party committees will have to be strengthened. New technologies will have to be adopted and implemented. Strategic and tactical adjustments will have to be made. And all this will have to be done before the all- important 2010 mid-term election. Since I am asking each of you to entrust me with the RNC chairmanship, it is important that I lay out my vision for the party’s future. The following describes how I plan to execute a campaign for Republicans to recapture leadership on the American political scene. My plan describes broad tactics that are part of a larger strategy of rededicating the Republican Party, regaining the American voter’s trust, and setting the stage for a dramatic turnaround. Republican resurgence must begin with a return to our longstanding ideals of principled conservatism and fiscal responsibility. In January, a Democratic President and the Democratic Congress will begin work on raising taxes, increasing spending, regulating industry and appointing activist judges. To meet these political and policy challenges, our party will need to act quickly. We will have to be better equipped and motivated to fight for our core values and to oppose the harmful policies of a virtually unchecked liberalism. I believe that countering an emboldened Democratic Party, led by the Obama-Reid- Pelosi troika, requires an aggressive national strategy. This campaign’s message cannot depend upon traditional media outlets or communication methods. It will require building upon new media and developing and mastering new tactics. As a business owner, as Chairman of the Tennessee Republican Party and as a campaign manager for a Republican presidential campaign, I learned how to compete and how to win. With your help, I am ready to guide the coming resurgence of our Republican Party. A PLAN FOR VICTORY I. NO DESPAIR, NO RECRIMINATION In American politics, with events always fluid and the next election just two years away, things change and usually change quickly. What was novel in one election is outdated in another. However, we must not change our party’s core values, which have for decades appealed to the American center-right majority. And, judging from the 2008 exit polls, those values still resonate with the heart of our nation. According to these exit polls, over one-third of the Ideology In The 2008 voting public is “conservative” and 44 percent are Electorate self-described “moderates.” Only 22 percent called themselves “liberal.” Unfortunately, 20 percent of “conservatives” and 60 percent of “moderates” 45% sided with President-elect Barack Obama. But, 40% going forward, the party can take solace knowing 35% that over three-quarters of voters place themselves 30% McCain on the center-right of our political spectrum. 25% 20% Obama While ideologically the country has not turned 15% toward liberalism, electoral conditions and the economic downturn of the past few months led the 10% public to shun Republicans. On Election Day, 20 5% percent of voters said the country was heading in 0% the “right direction,” as opposed to 75 percent who identified the U.S. as on the “wrong track.” Only 27 percent approved of President Bush’s performance in office, while over 70 percent disapproved. Staggered by a one-two combination of skyrocketing “wrong track” numbers and plummeting presidential approval ratings, the final blow to Republican hopes was delivered by the economy, which almost two-thirds of Americans identified as the most important issue in the election. Fully 85 percent of voters said they were worried about the economy and only seven percent (yes, seven) reported “excellent” or “good” national economic conditions. Ninety-three percent of voters believed national economic conditions were “poor” or “not so good.” Given those statistics, Senator John McCain’s chances for election were also “not so good,” bordering on “poor.” None of this should detract from the problems facing the party. There are serious issues and I will address them. I am only suggesting that those pundits, politicians and professors who gave our party last rites on November 4 – and who made similar declarations about Democrats four years ago – are engaging in political hyperbole. The issues and conditions facing the party this year were unique and, yet, our standard bearer still collected almost 58 million votes. 2 II. STRENGTHEN OUR STATE PARTIES There’s an old Republican axiom that all wisdom does not reside in Washington, D.C. That statement is as true for party politics as it is for government policy. As a former state party chairman, I know that state parties are the lifeblood of our national organization. They must play a central role in our resurgence. I understand how state parties help shape our national agenda, identify and recruit attractive political hopefuls, and create an environment conducive to our candidates and ideas. Without strong leadership from the states, the national party is weakened. Rebuilding our national party infrastructure will require more flexibility on the RNC’s part to accommodate state party efforts. As your chairman, I will seek your advice and guidance on candidate recruitment and selection. If this election taught us anything, it is that state and local officials can quickly become significant and leading national figures. We must depend on our state and local activists to help locate the country’s next generation of Republican leaders. I also appreciate that relying on state parties requires more than just a verbal commitment. It demands investing resources – both human and financial. Redeveloping many of the state party infrastructures will simultaneously require greater attention and more leeway. As chairman, I will provide the state committees greater operational autonomy, while offering the national party’s experience and know-how. We will learn from each other. For decentralization to work, stronger communication channels will have to develop. Video-conferencing, leadership conference calls, regional activities will all contribute to a greater team effort. As techniques and strategies are implemented in one state, I will work to share both the successes and failures with our state and local leaders across the nation. The national headquarters will serve as a clearinghouse for promoting newer, successful ideas implemented at the state level, whether in communication, recruitment, voter registration or any other of our myriad party activities. III. INVEST IN NEW TECHNOLOGIES TO REINVIGORATE PARTY EFFORTS If the 2008 political technology race had been an election, it would be been an absolute landslide. We can all admit that the Obama campaign utilized technology in the most effective way anyone has seen in American politics. But it is encouraging to see the energy Republican professionals are bringing to address the digital divide between Republicans and Democrats. One great example of this vitality is the plan described at RebuildTheParty.com, and I certainly endorse their goals for our future. We need to rethink our online tactics and strategy. The past election cycle taught us a number of valuable lessons: the growing political significance of self-organizing citizen activism; the speed at which viral information travels through the blogosphere and other digital media; the power of online fundraising; the extent to which younger voters rely on and demand online information and interactivity; and the peril of a strategy blind to these irreversible developments. 3 In every online category – fundraising, list building, message distribution, grassroots organizing – Republicans trail Democrats. I recommend that we reorganize the party structure by integrating e-Campaign staff into every department. In fact, the committee should consider making the e-Campaign director deputy chief of staff. By reorganizing the RNC and embracing technology’s capacity as a “force multiplier,” we will make a bold statement about how the party plans to transform its use of technology. I also believe in building online Republican communities – not lists. Instead of focusing on amassing email lists of the marginally interested, we must make a concerted effort to transform our websites into hubs worthy of the fervent political dedication of our online supporters. To achieve this goal, we must link Internet users to social networks and blogs of all sizes, and we must be willing to value openness and innovation as much as message control. We should also devote a sizable portion of our independent expenditure operations to online advertising. These efforts can fuel fundraising and online community building in ways that television ads, even those listing a web address, cannot, and they do so with an unprecedented capacity for real-time targeting and measurement. It seems like only yesterday that Al Gore invented the Internet. But technology is rapidly changing how political campaigns are conducted and it is time for Republicans to be in front of these revolutionary changes – not lagging behind.