I just got this message in my mailbox. It’s from Eric Trump. He is apparently assembling an “army” to fight the “radical agenda” of the “liberal Democrats.”
Authorized From Trump Headquarters
NATIONAL DAY OF ACTION: SEPTEMBER 15TH
Volunteer Status: PENDING
Sign up for National Day of Action 9/15
JOIN US NOW
The stakes could not be any higher for this year’s midterm elections.
Liberal Democrats are determined to win and force their radical agenda on all of us.
They want to repeal every successful policy my father has signed and abolish ICE — and they’re willing to do whatever it takes to do it. Including calling for the harassment and intimidation of Trump supporters like you.
But, John, we can stop them.
We are assembling a Trump Army on September 15 — our National Day of Action.
We need every supporter on board to knock on doors and reach voters. We need to reach EVERY patriot and make sure they’re committed to voting this November.
Are you on board? Please, sign up to volunteer here: gop.com/national-day-of-action-september-2018
John, I cannot stress how important it is that you join us. This is the best way to support the MAGA agenda.
Without the support of people like you helping us reach voters, the left could succeed.
You’ve heard what they’ve had to say. You’ve seen their agenda. And you must agree that we cannot let them win.
Please, join our National Day Of Action to help conservatives win this November.
Counting on you.
Cal Thomas, an architect of the Moral Majority in the 1980s, described the effectiveness of these kinds of messages during the heyday of the Christian Right. Here is a section from my book Believe Me: The Evangelical Road to Donald Trump in which I quote from Thomas’s book (co-authored with Ed Dobson) Blinded by Might: Why the Religious Right Can’t Save America:
For example, Moral Majority fundraising letters always followed a basic formula: “First, they identify an enemy: homosexuals, abortionists, Democrats, or ‘liberals’ in general. Second, the enemies are accused of being out to ‘get us’ or to impose their morality on the rest of the country. Third, the letter assures the reader that something will be done…Fourth, to get this job done, please send money.”
This playbook has been around for a long time.