Parties’ election advertising expenses were released yesterday.
- National $2.6 million
- Conservative Party $1.9 million
- Greens $1.29 million
- Labour $1.27 million
- Internet-Mana $660,000
- Mana $320,000
While advertsing spending doesn’t necessarily translate into seats in Parliament (as Conservative and Internet-Mana prove) it helps.
Claire Trevett at NZ Herald points out the fact that Greens just outspent Labour
Labour’s shoestring budget and low election result will have the party asking how the much smaller Green Party had more funds. In 2011, the Greens spent $780,000 and Labour $1.8 million.
That’s a big rise in spending by Greens with the result being a small decrease on % support.
And it’s a big drop in Labour spending from 1.8 to 1.27 million.
General secretary Tim Barnett said Labour had never had large reserves and had spent within its means. The lower costs were partly because of more “low cost, high impact” campaigning, such as phoning, door knocking and direct mail rather than traditional media advertising.
“If you’re asking, ‘Were there lots of things you would have done if you had an extra million’, obviously that would be a nice position to have, but we stayed within the budget we had.”
In other words they had a significantly smaller budget.
Labour’s hierarchy has been criticised for failing to fundraise and the election expenses indicate it was a problem.
Lack of success fundraising was only one of a number of problems but it was a significant problem.
Labour is selecting a new president and former president Mike Williams said the ability to bring in the money would be a key factor. However, he did not necessarily think money was the be all and end all for a successful campaign, saying the ability to motivate grassroots members was more important.
But Barnett claims Labour did more “low cost, high impact” campaigning, such as phoning, door knocking. The work of grassroots members didn’t lift their election result because that dropped from 2011.
Greens do a lot of micro fundraising seeking money from their grassroots support. The two are related.
United Future spent $2000 on advertising.
I think Labour needs more fundraising and more grassroots support. And they need to perform at the top. And get some palatable policies.
It’s all related. People with money to hand out to political parties like to back potential winners.