All parties in America have a central element and that is their ability to attract thousands of small contributions through mass mailings to likely party supporters, Hershey(75). Hershey then points out that this ability allowed the national party an independent financial base. (75) Then in the 1960s the two parties wanted to increase every aspect of their parties from contributions to finding the most qualified candidates. The first was the service party path followed first by the RNC. The foundation of this strategy was implemented in the 1960s by RNC chair Ray Bliss and was continued later by chairman Brock until the 1970s as a means to reviving the party post water-gate. (75) There were two keys to success in performing this new service role: money and campaign technology. (76) The republicans used direct-mail appeals that brought in larger levels of income. The example the book provides is that the RNC fund-raising jumped from $29 million to $105.9 million within the next few years.(76) This strategy offered a broad array of services from candidates to local party organizations. State and local party leaders were glad to accept the help since the party worked closely to identify with the business community. A great example of this strategy was the 1980 presidential election. The republicans suffered huge losses in the house and senate after water-gate and eventually cost them the White House. After only four years the republicans were able to take back the White House in the 1980 election largely due to the service party path.          Like the service party the democrats came up with there own plan to grow and expand their parties role in the 1960s. The democrats had a larger problem due to the diversity within their own party. You had reformers supporting the civil rights and opposing American involvement in Vietnam pushing the democratic party to change their view on these issues. This strategy was an effort to more "democratic" in the nominating process and in particular more representative of people like themselves such as: blacks, women, and young people.(76) The 1968 election was the first of the series of reforms which limited the autonomy of state parties and more authority to the national party for reason in my previous sentence. This change was not limited to democrats due to key court decisions that upheld these actions in certain states. State legislatures passed bills that implemented these reforms that applied to all parties within that state. By the 1970s the problems with this strategy became evident with several democrats staying home during conventions for the reason of feeling alienated. A great example would be the elections of 1980. After gaining large majorities in the house and senate the democrats lose control of the senate. Part of this was due to the republicans raising large sums of money and allowing the state parties use it in ways they deem necessary. The other part was have divided the democratic party w ...

1. All parties in America have a central element and that is their
ability to attract thousands of small contributions through mass
mailings to likely party supporters, Hershey(75). Hershey then
points out that this ability allowed the national party an
independent financial base. (75) Then in the 1960s the two
parties wanted to increase every aspect of their parties from
contributions to finding the most qualified candidates.
The first was the service party path followed first by the RNC.
The foundation of this strategy was implemented in the 1960s
by RNC chair Ray Bliss and was continued later by chairman
Brock until the 1970s as a means to reviving the party post
water-gate. (75) There were two keys to success in performing
this new service role: money and campaign technology. (76)
The republicans used direct-mail appeals that brought in larger
levels of income. The example the book provides is that the
RNC fund-raising jumped from $29 million to $105.9 million
within the next few years.(76) This strategy offered a broad
array of services from candidates to local party organizations.
State and local party leaders were glad to accept the help since
the party worked closely to identify with the business
community. A great example of this strategy was the 1980
presidential election. The republicans suffered huge losses in
the house and senate after water-gate and eventually cost them
the White House. After only four years the republicans were
able to take back the White House in the 1980 election largely
due to the service party path.
Like the service party the democrats came up with there
own plan to grow and expand their parties role in the 1960s.
The democrats had a larger problem due to the diversity within
their own party. You had reformers supporting the civil rights
and opposing American involvement in Vietnam pushing the

2. democratic party to change their view on these issues. This
strategy was an effort to more "democratic" in the nominating
process and in particular more representative of people like
themselves such as: blacks, women, and young people.(76) The
1968 election was the first of the series of reforms which
limited the autonomy of state parties and more authority to the
national party for reason in my previous sentence. This change
was not limited to democrats due to key court decisions that
upheld these actions in certain states. State legislatures passed
bills that implemented these reforms that applied to all parties
within that state. By the 1970s the problems with this strategy
became evident with several democrats staying home during
conventions for the reason of feeling alienated. A great example
would be the elections of 1980. After gaining large majorities in
the house and senate the democrats lose control of the senate.
Part of this was due to the republicans raising large sums of
money and allowing the state parties use it in ways they deem
necessary. The other part was have divided the democratic party
was over their new Procedural-reform path. Democrats having
the White House and both chambers of congress and not
accomplishing much didn't help either. The democratic party
eventually adopted the service path.
Its pretty evident to which path worked. The service path
allowed the state and local party to have something to say in
decisions, while the procedural-reform path put the majority of
the decisions in the hands of the national party. Who knows best
in state and local elections? Who knows more about the way
people think and behave? The people that are there, the people
that are closer and on the ground. The service path offered
support to local and state elections. The procedural-reform path
offered solutions, but what works in one area of the country will
not work in another. Todays elections require more money than
ever to be raised and the service path proved that it was better
at raising money. I believe results speak for themselves, and the
democrats adopted their own form of the service party strategy.