We are at a tipping point: The House of Representatives is quickly moving forward on its impeachment inquiry, and BOOM! ... Donald Trump's campaign launches a $10-million TV ad campaign painting impeachment as an effort by the Democrats to "steal" the election.

Dear MoveOn member,

We are at a tipping point: The House of Representatives is quickly moving forward on its impeachment inquiry, and BOOM! ... Donald Trump's campaign launches a $10-million TV ad campaign painting impeachment as an effort by the Democrats to "steal" the election.¹ In the days immediately after House Speaker Nancy Pelosi announced the impeachment inquiry, the Trump campaign ran 1,800 Facebook ads mentioning "impeachment"—ads which have been viewed between 16 and 18 million times.²

We have to fight back. If we let Trump's lies win in the court of public opinion, impeachment will be a gigantic failure—and it could even help Trump win re-election in 2020. Can you chip in $5 a month so MoveOn can push back against Trump's media narrative for as long as it takes, bring the impeachment fight to key district and states, and build intense public pressure for the House to impeach Trump and the Senate to convict and remove him from office?

Yes, I'll chip in monthly to help hold Republicans' feet to the fire to impeach and convict Trump.

No, I'm sorry, I can't make a monthly donation.

The coming weeks and months will shape the course of our democracy for years to come. And MoveOn members will be at the front and center of that fight. Our campaign goals are threefold:

• Impeach Trump in the House.
• Convict Trump in the Senate.
• Win public approval to make Trump's impeachment, conviction, and removal from office possible.

But doing all that will take enormous resources. We can win if we are outspent. But winning will still cost millions.

We will need a consistent flow of funds to ensure we can grow and intensify the impeachment work that MoveOn members have helped lead for the past two years, without making cuts to any of the other critical work MoveOn is focused on. And that's why we're asking: Can you help out by chipping in $5 a month?

Yes, I'll chip in monthly to help hold Republicans accountable, impeach Trump in the House, and convict him in the Senate.

No, I'm sorry, I can't make a monthly donation.

With your support, and by using our organizing and mobilizing tools and technology, our megaphone, and our mass membership base, MoveOn will play a leading role in the massive showdown over impeachment—to reject Trump's criminal efforts to abuse power and invite foreign interference into our elections, to reinforce a healthy and functioning system of checks and balances, to show decisively that nobody is above the law, and to make sure that Republicans who stand against impeachment pay a steep political price.

Here's what we're focusing on in the weeks ahead:

• Organizing grassroots protests and mobilizations to demonstrate the strong and growing popularity of impeachment and to push members of Congress to fight for democracy by passing an impeachment resolution through the House while building momentum to take the fight to the Senate.

• Using our massive megaphone, which includes our million-person SMS blast list, email audience of millions, and social media reach of more than 2.1 million, to spread the best and most effective messages and arguments about impeachment to a progressive base and broader public and tip public opinion. A majority of Americans already agree with us! Let's not let the right-wing echo chamber cloud this issue, and let's build off of the majority to grow an overwhelming popular demand for impeachment.

• Reaching a broader audience of concerned (and persuadable) Americans through content production and paid media buys. Last year, MoveOn was the largest advertiser on Facebook in the week leading up to Election Day, and we'll use our expertise in digital persuasion and utilizing paid media in the states of vulnerable Republican lawmakers to drive earned-media narratives. We will also call voters in key states and districts to inform them about where their lawmakers stand on impeachment—and then patch them through to their lawmakers, so that phones on in Washington, D.C., ring off the hook. But we're playing catch-up: Trump and the Republicans dumped $10 million into anti-impeachment ads last week alone. So we need to get going now.³

At this critical moment, will you chip in $5 a month to to help grow and intensify the impeachment work that MoveOn members have helped lead for the past two years?

Yes, I'll chip in monthly.

No, I'm sorry, I can't make a monthly donation.

The two years that MoveOn members have spent fighting for impeachment give us the essential foundation we need to take this fight over the finish line. We:

• Made more than 40,000 pro-impeachment calls to Congress this year alone.
• Delivered 10 million pro-impeachment signatures to Congress with allies (the largest petition delivery in our history).
• Joined with allies across the progressive movement to run "Impeachment August," a month of actions urging lawmakers to take a stand. (And our actions are working! Now, the vast majority of Democrats have stood up for impeachment!)
• Had over 3 million views on impeachment-related videos across MoveOn's social platforms in the past six months alone—including nearly 500,000 views on one recent livestream on the steps of the Capitol in Washington, D.C.⁴

But now, Trump and the Republicans are fighting back—hard. In the last week, Trump has become increasingly unhinged and like a leader out of a dystopian novel or a third-rate kleptocracy, rather than an American president. He said that the impeachment would lead to a "civil war" and that the inquiry is an attempted coup. And he not only threatened to sentence the whistleblower to death but said that Congressman Adam Schiff should be arrested for treason.

The good news is that, in spite of the right-wing echo chamber, there is majority support for impeachment for the first time.⁵ And we can grow that support. Most Americans are reasonable people, John. Reasonable people who care about the truth but might not be as tuned in to day-to-day politics as you and I. And while there is no way that we can match Trump's money dollar for dollar, we can reach these reasonable people by combining our small-dollar fundraising with a real grassroots, people-powered movement. We can win this fight and help tip public support for impeachment further in the right direction.

Sustaining and growing that support will cost millions over the next few months. But the good news is that MoveOn has millions of members like you, who chip in amounts like $5, $10, or $25 every month, and who have made our powerful campaigns possible. Together, we do amazing things! But we can't do them without you. We've gotten so far on impeachment that now, Trump and Republicans are freaking out. We need your help us take our campaign to the next level and finish the job.

Will you chip in $5 a month? With your help, we'll continue generating a steady drumbeat of pressure through events, calls, social media, video production, and other creative tactics—for as long as it takes to hold Trump accountable.

Yes, I'll chip in monthly.

No, I'm sorry, I can't make a monthly donation.

This will be a defining fight of our generation, and it will likely continue for months.

To sustain this long-term campaign, we need your support to take the essential work to the next level, as we seek to tip public opinion and bolster the fact that a majority of Americans believe Trump is abusing his power. Together, we'll push the House to pass articles of impeachment and the Senate to convict, while continuing to highlight the obscene corruption, assaults on our democracy, and human rights violations committed by the Trump administration.

All told, MoveOn anticipates spending millions of dollars on impeachment work through the end of the year. But the good news is that we know that raising that kind of money is possible. MoveOn has raised millions of dollars to take on the far right from monthly donors giving amounts like $5, $10, and $25 a month.

We wouldn't ask if it weren't important. But now, more than ever, we need you. Will you chip in $5 a month?

Yes, I'll chip in monthly to support MoveOn's impeachment work.

No, I'm sorry, I can't make a monthly donation.

Thanks for all you do.

–David, Anne, Nick, Allison, and the rest of the team

P.S. The RNC just announced that it received a record-breaking $125 million in donations during the third quarter, surpassing the entire Democratic field combined.⁶ While there is no way that we can match Trump's money dollar for dollar, we can match it by combining our small-dollar fundraising with a real grassroots, people-powered movement. Will you chip in $5 a month?

Yes, I'll chip in monthly to help MoveOn take on the GOP's lies and win.

No, I'm sorry, I can't make a monthly donation.

Sources:

1. "Trump amps up attacks on whistleblower as some Republicans call for more strategic response to impeachment," The Washington Post, September 30, 2019
https://act.moveon.org/go/100610?t=14&akid=247744%2E40999114%2EM6GbQs

2. "Trump is using Facebook to run thousands of ads about impeachment," CNN, September 30, 2019
https://act.moveon.org/go/100076?t=16&akid=247744%2E40999114%2EM6GbQs

3. "Dems Are Getting Torched by Trump in Impeachment Ad Wars," The Daily Beast, October 2, 2019
https://act.moveon.org/go/99969?t=18&akid=247744%2E40999114%2EM6GbQs

4. "'Impeachment Now' Event from Outside the Capitol," MoveOn.org, September 26, 2019
https://act.moveon.org/go/99970?t=20&akid=247744%2E40999114%2EM6GbQs

5. "Perilous times for Trump: By 45%-38%, Americans support impeaching him over Ukraine allegations, poll finds," USA Today, October 3, 2019
https://act.moveon.org/go/99968?t=22&akid=247744%2E40999114%2EM6GbQs

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