Former U.S. Interior Secretary Deb Haaland is making waves in her campaign to become New Mexico’s next governor, aiming to be the first Indigenous woman to hold such a position in any state. Since officially launching her campaign in February, Haaland has raised an impressive $6.9 million from a broad base of supporters, with a significant portion of donations coming from outside New Mexico.
The fundraising strategy appears to prioritize small contributions, with the average donation totaling $30.89. Despite this success, Haaland’s campaign has also seen considerable spending, with nearly $4.1 million expended to date. Critics have raised concerns about the campaign’s financial management, particularly as the general election is still over a year away and Haaland has less than half of her funds remaining, totaling $2.8 million.
Haaland’s campaign finance report, which spanned an extensive 13,102 pages, revealed substantial investments in digital fundraising efforts. Her expenditures include nearly $2.1 million allocated to Middle Seat, a media and fundraising firm that caters to progressive candidates. While details regarding the financial arrangement between Haaland’s campaign and Middle Seat remain undisclosed, her spokesperson, Hannah Menchhoff, emphasized a shift away from traditional fundraising practices.
“By building a massive people-powered fundraising program, Deb spends less time fundraising and more time meeting with everyday New Mexicans to hear the challenges they face,” Menchhoff stated. Since the campaign’s inception, Haaland has received almost 200,000 donations from more than 98,000 individual donors. However, only 16% of these contributions came from within New Mexico.
Political analyst Brian Sanderoff noted that while congressional candidates often seek national support, Haaland has effectively tapped into the progressive community for fundraising. He remarked on the strategic decision to raise and spend large amounts of money early in the campaign. “They’re spending a lot of money to raise a lot of money,” Sanderoff explained, highlighting the potential long-term gains of building a national database of contributors.
Haaland, a member of Laguna Pueblo, previously made history as the first Native American to serve in the U.S. Cabinet. Her compelling personal story, which includes overcoming challenges as a single mother, resonates with many voters and progressive supporters. Sanderoff suggested that her biography, alongside her potential as the first Native American governor, plays a significant role in attracting donors.
While Haaland’s fundraising approach diverges from that of her main opponent in the Democratic primary, Sam Bregman, her campaign has drawn scrutiny for its spending tactics. Bregman reported at least 78 donors who contributed the maximum allowable amount of $12,400, while Haaland listed fewer than a dozen. Notably, Illinois Governor JB Pritzker made two maximum contributions to Haaland’s campaign.
Despite the criticisms surrounding her spending, Haaland maintains a stronger financial position than her competitors. Bregman has raised nearly $2.5 million, spending just over $1 million, leaving him with $1.5 million on hand. In contrast, the third candidate seeking the Democratic nomination, Ken Miyagishima, reported only $69,152 in monetary contributions, with a significant portion stemming from loans to his own campaign.
Miyagishima expressed confidence in his approach, which he likens to strategies used in his previous mayoral campaigns. He acknowledged Haaland’s fundraising prowess but questioned her expenditures, reflecting the concerns raised by others regarding the campaign’s financial management.
The only Republican candidate officially in the race, Gregg Hull, has raised considerably less, totaling $329,000, which includes $123,000 from the latest reporting period. With a closing balance of just over $200,000, Hull’s campaign remains far behind both Bregman and Haaland.
As Haaland continues her campaign, the financial dynamics and strategies will likely play a crucial role in shaping the race for the governorship of New Mexico. With significant fundraising achievements already under her belt, the coming months will reveal whether her approach will lead to electoral success.
