The Republican National Committee is taking a drastically different approach to spending its money in the upcoming mid-term elections next year, putting up more money early on in the campaigns to build the party's grassroots rather than stockpile its cash until the final days of the election as it has been in the past.
"Things have changed," RNC spokesperson Sean Spicer wrote in a memo Monday. "That [former] strategy is both outdated and ineffective."
Now, instead of spending primarily on television ads and get-out-the-vote operations during the election's final 90 days, the RNC says it is investing in consistent outreach to minority communities, and bulking up on its field and digital operations.
"We can’t parachute in a few days before voters head to the polls," Spicer said. "We have do the work now — and we are."
The re-imagined template for the RNC's spending regimen is intended to address a number of the Republican Party's weaknesses outlined earlier this year in an RNC "autopsy" of the disastrous 2012 elections, including a data and digital disadvantage to Democrats and a lack of organizing at the community level.