Rocco Rossi: The Liberal Party’s Fundraiser-in-Chief

Meet the Players

The Fourth in a Series of Interviews with Political Strategists and Candidates

The numbers reported to Elections Canada really say it all. Over the last few years, the Liberal Party‘s fundraising performance has left much to be desired.

In the first half of 2005, for instance, the Liberal Party raised only $3.97 million. In 2006, the Party’s rake fell to $3.27 for the same period. By 2007, the number had fallen even lower to $2.07 million.

And last year in 2008, the Liberal Party’s first-half fundraising hit rock-bottom: $1.86 million–which is roughly the same amount raised by the NDP ($1.83 million) and four-and-a-half times less than what the Conservative Party raised ($8.48 million) in the same reporting period. Yikes.

But so far in 2009, the Liberal Party has posted impressive numbers that belie the adage that past performance is an accurate indicator of future success: As of June 30, the Liberal Party has raised a whopping $5.91 million–more than three times what it raised in the same period last year.

There are perhaps many reasons why the Liberal Party has so dramatically improved its fundraising totals this year over previous years. A new leader, a new president, and a renewed sense of the possible–surely all of these have helped propel the Liberal Party to fundraising heights reminiscent of their glory days under Jean Chrétien.

But the key has doubtless been Rocco Rossi, the new National Director of the Liberal Party. Hired near the end of January 2009, Rossi has worked tirelessly to transform the Liberal Party’s fundraising apparatus, modernizing its infrastructure, developing innovative fundraising strategies, and bringing with him years of prolific fundraising prowess.

It is no small feat to raise money in this troubled economic climate, particularly on behalf of a political party recently mired in scandal, relegated to the opposition benches, and frustrated by internecine battles.

Which makes it all the more impressive that Rossi has managed to turn the tide for the Liberal Party.

Anyone who knows him will tell you that his monster fundraising numbers for the Liberal Party should come as no surprise. After all, Rossi has all the necessary tools, both personal and professional, to right the Liberal’s fundraising ship. He is intelligent, connected, experienced, well-credentialed, and perhaps most importantly for his line of work, quite persuasive.

So if it is indeed true that money is the lifeblood of politics, then, with Rossi running the fundraising operation, it may only be a matter of time before the Liberal Party reverses its electoral fortunes and ultimately replaces the governing Conservative Party, which has for several years been the dominant money draw in Canadian politics.

In this fourth installment of our continuing Meet the Players series of interviews with political strategists and candidates, Rocco Rossi opens up about his views and interests—all with the characteristic wit and humour that have made him one of the Liberal Party’s most likeable people.

Richard Albert (RA): In your former life as CEO of the Heart & Stroke Foundation of Ontario, you wrote that “a journey of 1,000 kilometers begins with one step.” What was the first step you took when you became National Director of the Liberal Party of Canada?

Rocco Rossi (RR): Put Porter Airlines on speed dial.

RA: How far along are you toward reaching your goal? I suspect that your immediate goal is to raise oodles of money to help Michael Ignatieff become prime minister. But do you have a larger, perhaps more long-term, goal in mind as National Director?

RR: World domination.

RA: Ha! So then it will be a fierce battle between you and me.

You’ve been on the job since the end of January 2009. Not that long. Yet already, as of the end of June, you’ve tripled what the Liberal Party raised in all of 2008. Amazing. Can this staggering pace continue? I suppose it must, because despite your early success, fundraising totals for the Conservative Party continue to outpace yours.

RR: Newton’s First Law states: “An object at rest tends to stay at rest and an object in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force.”  We intend to stay in motion.

RA: How do you come up with your creative, engaging and by all accounts wildly successful fundraising challenges, like your tour of 23 lockstations or your 7 summits climb? Do you rely on a kitchen cabinet of fundraising advisors or is it all you?

RR: Most of them I steal. The rest I buy from psychics.

RA: Psychics, eh? Do you know my friend, JoJo? Perhaps I can put you two in touch.

You and your colleagues on the National Management Committee of the Liberal Party, chaired by Liberal Party president Alfred Apps, have set some very ambitious targets for the coming years. The one that struck me–it froze me, actually–is your plan to raise $25 million per year.

No party has reached that number in recent memory. In fact, the Liberal Party has never even broken $10 million since 2004. When viewed against that backdrop, an annual take of $25 million seems quite optimistic, doesn’t it?

RR: Small dreams have no magic.

RA: Some have argued that Jean Chrétien left his successors in the Liberal Party a poisoned chalice insofar as his campaign finance reforms may forever cripple the Liberal Party. I would be surprised were you to agree, at least publicly, with this view. But there is something to the argument, no?

RR: As you noted above, we seem to be doing pretty well for a “forever cripple.”  I think we’ll go out for a walk.

RA: Two more questions on fundraising. Last Fall, the governing Conservative Party proposed to eliminate public subsidies for all political parties. Setting aside the prime minister’s timing of the proposal and the political context in which it was made, can you make the case why, on the actual merits, you think it is sound public policy to use our tax dollars to fund your political party, or any political party for that matter?

RR: I think investing in democracy has the greatest possible return. Donations are given generous public tax credits.  Would those be eliminated also?

RA: Last fundraising question, I promise. So a quick look at your resume reveals that you have breathed some pretty rarefied air in your life. Upper Canada College, McGill, Princeton, the Boston Consulting Group–each among the very best of the best. That will certainly help when you come knocking on the doors of prospective members of the elite Laurier Club.

But the Liberal Party will also need lower-level donors, and lots of them. Do your lived experiences in elite institutions help or hinder your efforts to relate to everyday Canadians? Or does it even matter?

RR: For over four years at the Heart and Stroke Foundation, we raised over $100 million per year from average donations of $35 per “everyday” donors. I was born and raised in an immigrant household and was fortunate enough to go to UCC, McGill and Princeton on full scholarships.  I have never lost touch with, nor pride in, my roots.

RA: Well said. Let me turn now to a couple of fun questions, as we prepare for the very entertaining lightning round. Ok? Great. So, Rocco, you’re about 6’4″. Can you dunk a basketball on a regulation net?

RR: Absolutely, with a regulation ladder.

RA: Play along with me. Which three living Canadians would you most like to take to the ByWard Market for a mid-afternoon casual discussion over a beavertail and a few beverages? And here’s a restriction: none of them can be involved in politics.

RR:

Leonard Cohen—we both spent time at the same Zen monastery, but didn’t overlap.

Steve Nash—proof positive that a big heart and hard work can accomplish just about anything.

Nelly Furtado—love her music and sense of fun.

RA: Ok, Rocco. Time for the Lightning Round. Blackberry or I-Phone?

RR: Crackberry.

RA: Facebook or MySpace?

RR: Hmm. 2700 friends on FB and no page on MySpace. Survey says… .

RA: Mac or PC?

RR: Is that a trick question?

RA: Less filling or tastes great?

RR: More of a wine guy.

RA: Boxers or briefs?

RR: Boxers.

RA: Favourite band?

RR: U2.

RA: Sid the Kid or Super Mario?

RR: Super Mario is in much better video games.

RA: Stéphane Dion or Edward Blake?

RR: Let’s set up the steel-cage match and let them fight it out.

RA: Greatest Canadian?

RR: Tie—my parents.

RA: Two more questions, Rocco. Greatest prime minister?

RR: Sir John A. Wrong party, but without him there would be no Canada for the other prime ministers.

RA: And greatest politician never (or never yet) to become prime minister? (P.S. You cannot say the current Liberal leader, nor can you choose Stéphane Dion or Edward Blake.)

RR: Thomas D’Arcy McGee because he understood that “a federation of feeling must precede a federation of fact.” Canada’s physical beauty must be seen to be believed, but its political beauty must be believed to be seen.

RA: Wow. Powerful, evocative words. So uplifting and inspiring. You almost moved me to abandon my vow of non-partisanship and buy a membership in your party. But not quite.

Thanks, though, for so enthusiastically participating in our Meet the Players series. I know our readers at The Politic are grateful for this chance to learn a bit more about you, your views and your interests. Continued best wishes to you in your new role as National Director of the Liberal Party.

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Meet the Players: Interviews with Political Strategists and Candidates

• Warren Kinsella, August 17, 2009
• Tim Powers, August 20, 2009
• Kyle Seeback, August 26, 2009