'So dirty and rotten': NJ governor candidate's fundraising strategy perplexes donors
Bill Spadea employs a fundraising strategy that has faced increasing criticism in recent years.
TroibNews 
Margaret McLendon, an 85-year-old retiree from Georgia, was taken aback when a reporter informed her that she had donated six times to the campaign of Bill Spadea, a Republican candidate for governor in New Jersey, totaling $590 since October. “I don’t understand it,” McLendon, who previously worked in Georgia’s Division of Family & Children Services, expressed during a phone interview. “It bothers me a lot. I don’t remember him … [I]t’s my personal money and my funds are limited. In fact, I’m totally out right now.”
Similarly, 73-year-old Laurie Daiger from Washington state was puzzled to learn that she had made over 20 donations, amounting to more than $1,000, to Elect Common Sense, a political action committee closely tied to Spadea. She recalled only contributing to President Donald Trump’s campaign, rather than to a New Jersey-based group she was unfamiliar with. Following PMG’s inquiry, Daiger found out she had spent more than $4,000 on various political donations, which prompted her to cancel her credit card. “It made me feel like I don’t trust human beings anymore,” she remarked. “It’s so dirty and rotten to do that.”
PMG reached out to numerous small-dollar donors listed in Spadea's and Elect Common Sense's campaign finance reports, with many identified as retirees living outside of New Jersey. Of these donors, only two were aware of their frequent contributions to Spadea. A common thread among those contacted was their desire to support Trump, as their donations were processed via WinRed, a fundraising platform popular among Republican candidates.
Some of Spadea's campaign tactics may contribute to donor confusion, such as solicitations that only mention him in fine print and the use of automatic recurring donations. This strategy, popularized by Trump years ago, has been adopted by candidates across the political spectrum, including California’s Gov. Gavin Newsom.
A wide array of individuals from both New Jersey and beyond have financially supported Spadea and his affiliated PAC. While many donors are intentional in their contributions, it can be challenging to determine how many are unaware of their ongoing donations. Spadea's campaign did not directly address questions regarding fundraising tactics, but noted that the donations reflect his pro-Trump message's appeal to voters.
Every dollar matters in the competitive race to replace term-limited Democratic Gov. Phil Murphy, especially for Republicans typically at a financial disadvantage compared to Democrats during the general election. It’s not uncommon for donors to contribute to campaigns outside their residence state, as campaigns often seek to attract donations from individuals who have supported similar causes. To engage those out-of-state contributors, fundraising messages might emphasize broader national themes, sometimes without mentioning specific candidates.
Although not illegal, such tactics can be “very, very confusing to donors,” according to GOP digital strategist Eric Wilson. Spadea’s campaign and PAC emails differ from those of other Republican and Democratic gubernatorial candidates in New Jersey. For some appeals, the default option is to set donations as recurring, with a box automatically checked for monthly charges. “KEEP THIS BOX CHECKED,” a recent Spadea fundraising email stated, promoting first lady Melania Trump while asking respondents to participate in a poll about her, without immediately clarifying that the contribution would benefit Spadea’s campaign.
"I know he’s a Republican running for office, and he was running to help Trump,” said Tom Conrad, an 81-year-old retired CPA from Indiana, who had donated nearly 20 times to Spadea. Another donor, initially unaware of contributing to Spadea nearly three dozen times, remarked, “That’s amazing that I gave 34 times. I better stop that,” said Roger Hahn, an 84-year-old retiree from Omaha, Nebraska.
Political operatives have long debated the ethics surrounding automatic recurring donations. Critics argue that donors, especially older ones who may not be as tech-savvy, might not realize they are repeatedly contributing. Supporters of the model maintain that donors can opt out at any time and emphasize it as an effective fundraising tool.
A 2021 New York Times report highlighted how Trump’s 2020 campaign utilized this recurring strategy, leading some donors to inadvertently contribute large sums. This spurred investigations by Democratic attorneys general into WinRed and its Democratic counterpart, ActBlue, following allegations of “inherently misleading” pre-checked recurring donation boxes. WinRed attempted to block the investigation, but a federal court denied the request, allowing Minnesota Attorney General Keith Ellison to proceed.
ActBlue has since mandated that campaigns seeking to use pre-set recurring donations must include “an explicit ask for a recurring contribution immediately before the donor clicks the link to give.”
“Having a recurring donation box is a really important setting and strategy for campaigns because it helps supporters sustain a campaign,” Wilson noted. “But it's important that you are communicating that really clearly to your donors and supporters, because one, it doesn't set up a good relationship if someone is surprised that they're contributing to you, and two, it causes real damage to your fundraising program, because you get dinged with chargebacks and complaints.”
Mike Hahn, an adviser overseeing Spadea's digital fundraising efforts, indicated that the campaign is “humbled by the amount of support that Bill has from around the country.” He added, “Donors are contributing because Bill’s pro-Trump, conservative message is resonating with them on a national scale. The Spadea campaign follows industry best practices for online fundraising.” He highlighted that New Jersey Republicans had previously struggled with online fundraising initiatives, which may account for donor unfamiliarity.
Elizabeth Nader, chair of Elect Common Sense, did not respond to requests for comment. Chris Russell, a strategist for rival candidate Jack Ciattarelli, labeled Spadea “a phony and a fraud.” He added, “It’s not surprising these folks are mad at being ripped off, especially when they learn that he has a history of putting fundraising dollars directly into his own pocket.”
Despite not recognizing Spadea or understanding their multiple donations, some donors remained unfazed. Mikell Thorne, a 77-year-old Indiana resident who donated over $200 to Spadea’s campaign, stated that he was unconcerned about his contributions, citing Spadea's Republican affiliation. Donald Krom, an 87-year-old from Pennsylvania, expressed uncertainty about his donations, admitting, “I have no idea. I spent a lot of money in a lot of places."
Elect Common Sense reported raising $934,000 in 2024, according to its year-end filing with the New Jersey Election Law Enforcement Commission. Its stated mission is to offer “support and financial backing to elect like-minded, Common Sense candidates in New Jersey from School Board to Governor.” However, the majority of its 2024 income appears to be allocated for operational costs, particularly fundraising, with only about $62,000, approximately 7 percent of its spending, directed towards other candidates or political organizations.
During a recent debate, Spadea highlighted his PAC's fundraising successes, claiming, “I started a group called Elect Common Sense. And Elect Common Sense raised $1 million in 10 months, and our average donation was $11.14 per person.” Having raised over $1 million for his campaign, Spadea could also benefit from New Jersey's matching public funds program, with the first round of matching funds released just last month; however, he has yet to apply for this program.
Comparatively, other prominent Republican gubernatorial candidates, like Ciattarelli and state Sen. Jon Bramnick—both of whom have eclipsed Spadea in fundraising—do not exhibit the same level of recurring small-dollar donations from outside the state. PMG’s review of Ciattarelli’s fundraising emails revealed that they lack pre-checked options for recurring donations.
In contrast, PMG reached out to a few retired small-dollar donors who supported Ciattarelli and were aware of their contributions. Rosemarie Betts, a 71-year-old retired university administrator from Somerdale, New Jersey, remarked, “Oh yeah. Are you kidding? I love that man,” noting her $200 in contributions. “He sent out a donation [solicitation] through WinRed or whatever the heck it’s called. I said, ‘You know, I’m going to start donating.’ Then I decided to start donating monthly to him.”
Joseph Pupino, an 80-year-old retired firefighter living in Dumont, confirmed he understood his multiple donations to Ciattarelli and even had some knowledge of New Jersey's campaign finance law. Bramnick’s campaign has not incorporated default options for recurring donations in its fundraising efforts.
Sophie Wagner contributed to this report for TROIB News
Similarly, 73-year-old Laurie Daiger from Washington state was puzzled to learn that she had made over 20 donations, amounting to more than $1,000, to Elect Common Sense, a political action committee closely tied to Spadea. She recalled only contributing to President Donald Trump’s campaign, rather than to a New Jersey-based group she was unfamiliar with. Following PMG’s inquiry, Daiger found out she had spent more than $4,000 on various political donations, which prompted her to cancel her credit card. “It made me feel like I don’t trust human beings anymore,” she remarked. “It’s so dirty and rotten to do that.”
PMG reached out to numerous small-dollar donors listed in Spadea's and Elect Common Sense's campaign finance reports, with many identified as retirees living outside of New Jersey. Of these donors, only two were aware of their frequent contributions to Spadea. A common thread among those contacted was their desire to support Trump, as their donations were processed via WinRed, a fundraising platform popular among Republican candidates.
Some of Spadea's campaign tactics may contribute to donor confusion, such as solicitations that only mention him in fine print and the use of automatic recurring donations. This strategy, popularized by Trump years ago, has been adopted by candidates across the political spectrum, including California’s Gov. Gavin Newsom.
A wide array of individuals from both New Jersey and beyond have financially supported Spadea and his affiliated PAC. While many donors are intentional in their contributions, it can be challenging to determine how many are unaware of their ongoing donations. Spadea's campaign did not directly address questions regarding fundraising tactics, but noted that the donations reflect his pro-Trump message's appeal to voters.
Every dollar matters in the competitive race to replace term-limited Democratic Gov. Phil Murphy, especially for Republicans typically at a financial disadvantage compared to Democrats during the general election. It’s not uncommon for donors to contribute to campaigns outside their residence state, as campaigns often seek to attract donations from individuals who have supported similar causes. To engage those out-of-state contributors, fundraising messages might emphasize broader national themes, sometimes without mentioning specific candidates.
Although not illegal, such tactics can be “very, very confusing to donors,” according to GOP digital strategist Eric Wilson. Spadea’s campaign and PAC emails differ from those of other Republican and Democratic gubernatorial candidates in New Jersey. For some appeals, the default option is to set donations as recurring, with a box automatically checked for monthly charges. “KEEP THIS BOX CHECKED,” a recent Spadea fundraising email stated, promoting first lady Melania Trump while asking respondents to participate in a poll about her, without immediately clarifying that the contribution would benefit Spadea’s campaign.
"I know he’s a Republican running for office, and he was running to help Trump,” said Tom Conrad, an 81-year-old retired CPA from Indiana, who had donated nearly 20 times to Spadea. Another donor, initially unaware of contributing to Spadea nearly three dozen times, remarked, “That’s amazing that I gave 34 times. I better stop that,” said Roger Hahn, an 84-year-old retiree from Omaha, Nebraska.
Political operatives have long debated the ethics surrounding automatic recurring donations. Critics argue that donors, especially older ones who may not be as tech-savvy, might not realize they are repeatedly contributing. Supporters of the model maintain that donors can opt out at any time and emphasize it as an effective fundraising tool.
A 2021 New York Times report highlighted how Trump’s 2020 campaign utilized this recurring strategy, leading some donors to inadvertently contribute large sums. This spurred investigations by Democratic attorneys general into WinRed and its Democratic counterpart, ActBlue, following allegations of “inherently misleading” pre-checked recurring donation boxes. WinRed attempted to block the investigation, but a federal court denied the request, allowing Minnesota Attorney General Keith Ellison to proceed.
ActBlue has since mandated that campaigns seeking to use pre-set recurring donations must include “an explicit ask for a recurring contribution immediately before the donor clicks the link to give.”
“Having a recurring donation box is a really important setting and strategy for campaigns because it helps supporters sustain a campaign,” Wilson noted. “But it's important that you are communicating that really clearly to your donors and supporters, because one, it doesn't set up a good relationship if someone is surprised that they're contributing to you, and two, it causes real damage to your fundraising program, because you get dinged with chargebacks and complaints.”
Mike Hahn, an adviser overseeing Spadea's digital fundraising efforts, indicated that the campaign is “humbled by the amount of support that Bill has from around the country.” He added, “Donors are contributing because Bill’s pro-Trump, conservative message is resonating with them on a national scale. The Spadea campaign follows industry best practices for online fundraising.” He highlighted that New Jersey Republicans had previously struggled with online fundraising initiatives, which may account for donor unfamiliarity.
Elizabeth Nader, chair of Elect Common Sense, did not respond to requests for comment. Chris Russell, a strategist for rival candidate Jack Ciattarelli, labeled Spadea “a phony and a fraud.” He added, “It’s not surprising these folks are mad at being ripped off, especially when they learn that he has a history of putting fundraising dollars directly into his own pocket.”
Despite not recognizing Spadea or understanding their multiple donations, some donors remained unfazed. Mikell Thorne, a 77-year-old Indiana resident who donated over $200 to Spadea’s campaign, stated that he was unconcerned about his contributions, citing Spadea's Republican affiliation. Donald Krom, an 87-year-old from Pennsylvania, expressed uncertainty about his donations, admitting, “I have no idea. I spent a lot of money in a lot of places."
Elect Common Sense reported raising $934,000 in 2024, according to its year-end filing with the New Jersey Election Law Enforcement Commission. Its stated mission is to offer “support and financial backing to elect like-minded, Common Sense candidates in New Jersey from School Board to Governor.” However, the majority of its 2024 income appears to be allocated for operational costs, particularly fundraising, with only about $62,000, approximately 7 percent of its spending, directed towards other candidates or political organizations.
During a recent debate, Spadea highlighted his PAC's fundraising successes, claiming, “I started a group called Elect Common Sense. And Elect Common Sense raised $1 million in 10 months, and our average donation was $11.14 per person.” Having raised over $1 million for his campaign, Spadea could also benefit from New Jersey's matching public funds program, with the first round of matching funds released just last month; however, he has yet to apply for this program.
Comparatively, other prominent Republican gubernatorial candidates, like Ciattarelli and state Sen. Jon Bramnick—both of whom have eclipsed Spadea in fundraising—do not exhibit the same level of recurring small-dollar donations from outside the state. PMG’s review of Ciattarelli’s fundraising emails revealed that they lack pre-checked options for recurring donations.
In contrast, PMG reached out to a few retired small-dollar donors who supported Ciattarelli and were aware of their contributions. Rosemarie Betts, a 71-year-old retired university administrator from Somerdale, New Jersey, remarked, “Oh yeah. Are you kidding? I love that man,” noting her $200 in contributions. “He sent out a donation [solicitation] through WinRed or whatever the heck it’s called. I said, ‘You know, I’m going to start donating.’ Then I decided to start donating monthly to him.”
Joseph Pupino, an 80-year-old retired firefighter living in Dumont, confirmed he understood his multiple donations to Ciattarelli and even had some knowledge of New Jersey's campaign finance law. Bramnick’s campaign has not incorporated default options for recurring donations in its fundraising efforts.
Sophie Wagner contributed to this report for TROIB News
