The first answer could be that there's a significant difference both in the American political system and the culture that surrounds it. The US primary system fosters a cult of the individual, where supporters get firmly behind an individual candidate and load them up with money knowing that dollars, rather than sensible policies, are required to get them off the ground.
In Australia, no matter how much you love Howard or Rudd, you know they'll be contesting the poll whether you give them money or not. However this doesn't adequately explain why thousands of Americans donated both big and small amounts to Bush in 2004, given that he didn't have to fight a primary. Instead, it may be that Americans recognise and acknowledge the role that money plays in politics more than Australians, and in particular, how essential it is for successful election campaigns.
This has been reflected in the tech-savvy fundraising methods that have been used by both US parties in recent years. Inviting average citizens to donate small amounts through appealing, accessible websites has proved to be highly successful, even in a country that normally struggles to get half its citizens to vote.
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Unfortunately, Australian parties still seem to believe that the small individual donor won't embrace the idea, despite disclosure law changes that should encourage them.
Fundraising pleas still tend to go out to party members and previous donors. While they do invite donotions on their websites, it's a fairly half-hearted affair.
Labor's federal site doesn't even offer the ability to donate right then and there with a credit card. You have to make a call. The Liberal website allows instant donations, but doesn't do much to encourage them. Compare it to the creativity of Howard Dean's site in 2004, where a baseball bat lit up like a thermometer as the dollars increased, or initiatives like Democracy Bonds for the Democrats, where people contribute an ongoing $20 a month, and the Australian parties look woefully behind.
Perhaps they’re sceptical about the willingness of Australians to give generously to politicians, but as the US has shown us, there’s huge potential. While the parties may feel content to keep tapping the traditional sources, that potential to significantly top up their war chests will surely spark more concerted efforts to woo the small individual donors of Australia. It’ll be a win-win situation - good for the parties and good for democracy.
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