Winning an election campaign is less expensive than what you think for two reasons. First, the impact of money is generally overestimated. And second, a lot of money is wasted in campaigns (often on crooks who promise the sky and the moon). I have witnessed plenty of well-funded campaigns end up losing because they wasted their money on empty rhetoric or on plain ego shows. Oftentimes, the power of a research-based message that is credible, consistent, and that matches the political demand is underestimated. Having said that, of course money is still one of the important factors in a campaign. You can’t let your opponent have more than twice as much money than what you have. However, the key is to have a winning campaign plan, with an appealing message, and enough money to communicate and implement that plan. Money, however abundant, is not doing anything by itself.