Rick Perlstein takes a look at the various snake oil and get rich quick schemes peddled on right-wing e-mailing lists, and dives into a bit of the history of New Right funding raising:
Following the standard scare-mongering playbook of the fundraising Right, Weyrich launched his appeal with some horrifying eventuality that sounded both entirely specific and hair-raisingly imminent (“all-out assault on our traditional family structure”—or, in the case of a 1976 pitch signed by Senator Jesse Helms, taxpayer-supported “grade school courses that teach our children that cannibalism, wife swapping, and the murder of infants and the elderly are acceptable behavior”; or, to take one from not too long ago, the white-slavery style claim that “babies are being harvested and sold on the black market by Planned Parenthood”). Closer inspection reveals the looming horror to be built on a non-falsifiable foundation (“could become”; “is likely to become”). This conditional prospect, which might prove discouraging to a skeptically minded mark, is all the more useful to reach those inclined to divide the moral universe in two—between the realm of the wicked, populated by secretive, conspiratorial elites, and the realm of the normal, orderly, safe, and sane.
Weyrich’s letter concludes by proposing an entirely specific, real-world remedy: slaying the wicked can easily be hastened for the low, low price of a $5, $10, or $25 contribution from you, the humble citizen-warrior.
There’s much more. Perlstein concludes with some thoughts on what this says about the psychology of modern conservatism:
Lying is an initiation into the conservative elite. In this respect, as in so many others, it’s like multilayer marketing: the ones at the top reap the reward—and then they preen, pleased with themselves for mastering the game. Closing the sale, after all, is mainly a question of riding out the lie: showing that you have the skill and the stones to just brazen it out, and the savvy to ratchet up the stakes higher and higher. Sneering at, or ignoring, your earnest high-minded mandarin gatekeepers—“we’re not going to let our campaign be dictated by fact-checkers,” as one Romney aide put it—is another part of closing the deal. For years now, the story in the mainstream political press has been Romney’s difficulty in convincing conservatives, finally, that he is truly one of them. For these elites, his lying—so dismaying to the opinion-makers at the New York Times, who act like this is something new—is how he has pulled it off once and for all. And at the grassroots, his fluidity with their preferred fables helps them forget why they never trusted the guy in the first place.