Campaign finances

The campaigns of people running for office, whether locally or nationally, are usually funded by their supporters in the form of donations. If a candidate has more money to spend on their campaign, they will have more opportunities to spread their message, become well-known, and increase their proportion of the vote. Political scientist Gary Jacobson has noted that increased campaign financing results in larger and more pervasive campaigns and increases a voter's recognition of a candidate. Greater voter recognition of a candidate allows a voter to more easily present an evaluation of a candidate. More evaluations usually means more positive evaluations in total, and therefore more votes. I made a splendidly diagram:

If you're interested in how the campaign finances of Romney compare against Obama, check out the screen capture below from www.opensecrets.org