Trump needs data-driven digital media, whether he wants it or not

Donald TrumpDonald John TrumpSchiff urges GOP colleagues to share private concerns about Trump publicly US-China trade talks draw criticism for lack of women in pictures Overnight Defense: Trump to leave 200 troops in Syria | Trump, Kim plan one-on-one meeting | Pentagon asks DHS to justify moving funds for border wall MORE has run an unconventional and successful campaign. But if he rejects data-driven digital media (“Trump: Obama data operation ‘overrated,’ ” May 10) he will be without an effective and cost-efficient technology when he needs it most: A run against the Clinton machine. Talk about challenging the conventional wisdom.

Consider this: A 30-second targeted pre-roll video is almost always less expensive than a 30-second TV ad. And, it is seen by exactly who should see the message. A businessman of Trump’s ilk must understand “no waste in advertising.” A savvy Trump campaign would geofence his rallies, retroactively if needed, and serve get-out-the-vote messaging to all attendees through Nov. 8. Or, ask for a donation. 

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Attracting large audiences will get the Trump campaign all the earned media in the world. But it won’t provide the two things he needs most heading into the general election: money and votes.   

More millennials receive their news and view content on smartphones, tablets and laptops than on cable TV. The winning candidate will need millennials to pull the ballot lever next to their name. Moreover, unlike traditional advertising, digital delivers metrics during and post-flight. And digital is optimized daily. These insights will help his campaign glean what messaging is working and which visuals are resonating — to whom, at what time of day and on what screen.  

Trump’s distaste of targeted digital media demonstrates a fundamental lack of understanding of modern-day campaigning. Whether it is for a presidential campaign, a down-ballot race, a ballot initiative, a grassroots campaign, a trade association’s recruitment effort or an inside-the-Beltway legislative battle, targeted digital advertising works. And for the cost of one postage stamp, it can deliver messages to 50 specific individuals.  

Will Trump’s advisers dissuade him from his initial thoughts on digital media? I have no idea. But I do know this: Without it, he will be at a significant disadvantage in the run-up to Nov. 8. 

Donald Trump knows as much about data-driven digital advertising as I know about Trump Steaks. 

From Peter Ludgin, Audience Partners, Washington, D.C.


Next president should encouragecharitable giving, not cut it back

Former Sen. Judd Gregg (R-N.H.) suggested in his May 9 column in The Hill that Donald Trump “could cut tax rates dramatically” and pay for it by “slicing back the major deductions such as those for health insurance, state and local taxes, and charitable donations” (“What Trump should do next”). We strongly oppose any caps, limitations or any other provisions that would diminish the value of the charitable deduction.

Limiting the value of the charitable deduction would inhibit the ability of charities to serve individuals and communities across the country during a time when charities continue to struggle raising additional funds to meet increased demands for their services. When Trump unveiled his tax reform plan, he specifically stated that charitable giving deductions will remain unchanged for all taxpayers. We appreciate his decision to preserve the charitable deduction in his plan. Similarly, we appreciate the provision in the Charities Helping Americans Regularly Throughout the Year (CHARITY) Act (S.2750), introduced by Sens. John ThuneJohn Randolph ThunePolls: Hiking estate tax less popular than taxing mega wealth, income Will Trump sign the border deal? Here's what we know Key GOP senator pitches Trump: Funding deal a 'down payment' on wall MORE (R-S.D.) and Ron WydenRonald (Ron) Lee WydenOvernight Health Care — Presented by National Taxpayers Union — Top Dems call for end to Medicaid work rules | Chamber launching ad blitz against Trump drug plan | Google offers help to dispose of opioids Top Dems call for end to Medicaid work rules after 18,000 lose coverage in Arkansas Overnight Health Care — Presented by National Taxpayers Union — Drug pricing fight centers on insulin | Florida governor working with Trump to import cheaper drugs | Dems blast proposed ObamaCare changes MORE (D-Ore.), that expresses the importance of not diminishing the full scope and value of the charitable deduction during the upcoming tax reform efforts.

As we look toward tax reform, Congress and the newly elected president ought to encourage Americans to be more generous, not send a signal that giving is less important. 

From The Charitable Giving Coalition