SPLC — Cashing in on Charlottesville

While the violence and death at last week’s “Unite the Right” riot in Charlottesville, Virginia, was a national tragedy and a source of horror for most Americans, it follows as surely as the night follows day that the Southern Poverty Law Center would find a way to make money off it.

It was only a few weeks ago, in June, when the SPLC was writhing under some of the most negative media coverage it had possibly ever seen, in the wake of the GuideStar debacle. Reliable media allies such as Politico and the Wall Street Journal were openly criticizing GuideStar, a leading rating agency of non-profit organizations, for adding the SPLC’s spurious “hate group” label to dozens of its entries.

[The Politico article is one of the best exposés of the SPLC written in decades and well worth a read.]

Then came Charlottesville. The violent idiots on both sides of the fighting were right out of Central Casting and a godsend for the SPLC. Images of torchlight parades across the University of Virginia campus were tailor-made for the endless barrage of fundraising tweets, press releases, and, no doubt, fundraising letters. The cash has been pouring in ever since. The company will probably have to open several more off-shore bank accounts to house it all.

All of that paled in comparison to the tragedy of Charlottesville resident Heather Heyer’s death after being struck by a car that careered into a crowd on Saturday afternoon. Video footage of the incident gives an impression that the act may possibly have been intentional, and the driver of the car, James Fields, Jr., who was identified marching with white nationalists earlier in the day, is currently being held on charges of second-degree murder and several other counts.

Once Heyer’s name was released on the following day she was immediately canonized by the media and the Left, for their own financial and political purposes, but none of them could hold a candle to the Southern Poverty Law Center when it comes to monetizing murder.

Less than a week after Heyer’s death, the SPLC announced that it was “honoring Heather Heyer at Civil Rights Memorial Center.”

“Like the civil rights martyrs whose names are inscribed on the Civil Rights Memorial, Heather took a stand against hate and bigotry and made the ultimate sacrifice,” said Lecia Brooks, director of outreach for the SPLC, which built and maintains the memorial.”

Will Heyer’s name be immortalized on the SPLC’s “Martyr’s Monument,” a black granite disc designed by Vietnam Veterans Memorial artist Maya Lin? Well no, that monument cost the perpetually cash-strapped SPLC $5,000,000 in 1989 (nearly $10 million in today’s dollars.)

Instead, the SPLC is going to honor Heyer on its less-static and infinitely more economical “Wall of Tolerance.” Longtime Watching the Watchdogs readers may recall our 2016 investigation of the Wall of Tolerance fundraising scam. We found that, like the lucrative “Stand Strong Against Hate” map scam that preceded it, the Wall of Tolerance was little more than a fundraising tool designed to recruit new donors.

While invoking the names of the “civil rights martyrs,” the Wall of Tolerance scam is built solidly upon the age-old persuasion technique of “reciprocity,” in which an organization sends out free gifts to potential donors in the expectation that the recipients will feel obliged to make a donation. Many readers may remember receiving packs of return address labels from various veteran’s groups. It’s a simple, cost-effective method that has been around for decades.

In the Wall of Tolerance scam, prospective donors receive a suitable-for-framing certificate from the SPLC thanking them for joining the ranks of the civil rights martyrs by supporting the company in its never-ending “fight against hate.” In addition to the certificate, the recipient will be memorialized forever on the “Wall of Tolerance,” a 20-by-40-foot Jumbotron screen at SPLC headquarters, where hundreds of thousands of names drift autumn-leaf-like across the screen “as the gentle rain from heaven.”

Recipients, honored to be included among such auspicious company, feel obligated to send along a little something in appreciation. Others can add their names simply by passing along their personal contact information to the Fundraising Department.

As our report noted, at least one honoree, Marcus Epstein,  had the dual honor of having his own page on the SPLC website that denounced him as a racist. Oops!

SOFII, the Showcase of Fundraising Innovation and Inspiration, was hugely impressed by the elegant simplicity of the Wall of Tolerance:

SOFII’s view

The Southern Poverty Law Center, who launched this campaign, is a hugely impressive organisation with a long and well-deserved reputation for effective donor development.

Though we don’t have the results, we think we can presume that this direct mail capital appeal must have worked really very well.

Merits

This is one of the most moving and long-lasting donor involvement campaigns in the USA and represents some of the best that the direct marketer’s art can produce.

It cost the SPLC nothing to add Heather Heyer’s name to the Wall o’ Tolerance Jumbotron but the tax-free donor-dollars will be rolling in by the truckload for weeks and months.

Incidentally, Lecia Brooks, who is quoted above in the Heyer press release, holds two concurrent Directorships at the SPLC. One of the few African-Americans in the SPLC hierarchy, Double-Director Brooks has never been named among the company’s highest paid executives.

One wonders what Heather Heyer would have made of that?

 

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One Response to “SPLC — Cashing in on Charlottesville”

  1. Chris Wiley Says:

    They are running with this tragedy.after years of excusing , condoning , denying and explaining Islamic, black nationalist and leftist terror/riots, the left is going all out to exploit Charlottesville. Censoring sites, cancelling PayPal and demonetizing videos of “hate” based on …..SPLC maps. This is Orwellian. On your site, you adjusted the hate groups and found only 100 kkk chapters. The adl , another progressive smear organization , says there are only 40 (their numbers are slightly less over the top than SPLC). Which is it?

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