There are a lot of nice things that can be said about former President George W. Bush: He is a genuinely friendly person, he appears to care deeply about the well-being of injured U.S. soldiers and he is gracious, refraining from lashing out at even the harshest of his critics — no matter how unfair the criticism.

But you cannot say that the man is popular. Lord knows he's not popular.

Look, it’s no secret that Bush left the White House in 2009 a deeply disliked person, his approval rating sinking to an all-time low of just 25 percent, according to Gallup.

So it’s a bit of a head scratcher as to why, of all things, the Republican National Committee would roll out the following fundraising gimmick:

Yes, I understand that President Obama scores terrible marks on just about every issue facing his administration. It's clear that there is widespread dissatisfaction with the current commander in chief — he even scores lower than Bush in some polls.

But is "I miss George W." really the message that the GOP wants to pitch as it approaches the 2016 presidential election?

This gimmick is not only backward-looking, but it looks back at the Republican president least likely to solicit donations. Heck, stick "I miss Reagan" or "I miss Coolidge" on a mug and charge $18. That’ll probably raise a few bucks.

But Bush? Perhaps the RNC is just kidding around, trolling the 43rd president's extraordinarily persistent and very, very vocal critics.

“In the White House, President George W. Bush took on tremendous challenges with great courage and character. He put the nation’s best interests over his own,” the fundraising page reads. “This is what is missing in the White House right now — and that’s why we miss W. so much.

“In honor of President George W. Bush’s leadership we’re offering a blue, special-edition 'I Miss W.' coffee mug."

Oh, come on, guys. That’s laying it on a bit thick, isn’t it?

Good luck raising cash. Onward to electoral victory and all that.