On this episode of The Billy Dees Podcast, Billy Dees sits down with Jeff Kruszyna, founder and CEO of JMK Victory, a direct response marketing agency that has helped raise more than $100 million for political campaigns, PACs, veterans’ organizations, and advocacy groups.
The conversation explores the intersection of politics, marketing, and cultural identity in modern America. From the long-term impact of September 11th to the rise of what Kruszyna calls the “patriot economy,” the discussion examines how values-driven consumerism is reshaping business, fundraising, and political campaigns
From 9/11 to a Career in Political Marketing
Jeff Kruszyna’s path into political marketing began with a defining moment in American history.
As an 18-year-old freshman studying computer science at Stony Brook University, Kruszyna was walking across campus when he first heard reports that a plane had struck the World Trade Center. Like many Americans, he rushed to a television and watched events unfold in real time.
That moment changed the trajectory of his life.
Feeling a renewed sense of purpose and patriotism, Kruszyna switched his major from computer science to political science, graduating summa cum laude and Phi Beta Kappa. He soon became involved in the conservative movement and direct response fundraising, eventually building a career helping organizations connect with supporters and donors.
More than two decades later, he has worked extensively with political campaigns and nonprofits focused on issues ranging from veterans’ advocacy to constitutional liberties.
The Emergence of the “Patriot Economy”
One of the central themes of the discussion is Kruszyna’s concept of the “patriot economy.”
According to him, a growing number of Americans are making purchasing decisions based not only on price or convenience—but on shared values and ideological alignment.
Consumers increasingly want to know:
- What a company stands for
- Whether its leadership reflects their beliefs
- Where their money ultimately goes
In recent years, major brands have taken public stances on social and political issues, particularly during the COVID-19 era. In response, many entrepreneurs have launched alternative businesses aimed specifically at consumers who want to support pro-America, pro-freedom, or constitutional values.
The result is a parallel marketplace where products—from coffee to cell phone services—are marketed directly to consumers who want their spending to reflect their political or cultural identity.
A Changing Political Landscape
Billy Dees also raises a broader concern about the current political climate.
In decades past, he notes, political rivals such as Ronald Reagan and Tip O’Neill or Bill Clinton and Newt Gingrich could fiercely disagree while still operating within a shared political framework.
Today, the landscape feels different.
Many Americans now identify strongly with political or cultural “teams,” often consuming information primarily through algorithms that reinforce their existing beliefs. According to Kruszyna, this is both a benefit and a challenge of the digital age.
Social media has made communication easier than ever—but it has also intensified ideological echo chambers.
Despite this polarization, Kruszyna argues that most Americans still share a core sense of national pride and common ground. The challenge for campaigns and organizations is communicating messages that resonate beyond partisan noise.
The Psychology Behind Fundraising
Another major focus of the episode is the psychology of giving.
Kruszyna explains that successful fundraising—whether for political campaigns or nonprofits—comes down to three core elements:
- Emotion – People respond to stories that move them.
- Identity – Donors want to support causes that align with who they are.
- Mission – Clear, compelling goals motivate action.
Direct response marketing, particularly direct mail fundraising, relies heavily on storytelling. A well-crafted fundraising letter often highlights a real person or situation to illustrate the organization’s mission.
The goal is to create a personal connection that encourages the reader to act—whether by signing a petition, joining a campaign, or making a donation.
Why Direct Mail Still Works in the Digital Age
One of the more surprising insights from the conversation is that direct mail remains a powerful fundraising tool, even in the age of social media and digital marketing.
While email and text messaging are inexpensive and immediate, physical mail offers something digital channels often cannot: attention and memorability.
Kruszyna points out that:
- Email inboxes are crowded and easy to scroll past.
- A physical letter often stays visible in a home for days.
- The mailbox today is less competitive than it once was.
Direct mail also blends art and science. Every detail—from envelope color to font choice to postage style—is carefully designed to capture attention within the few seconds someone spends sorting their mail.
The ultimate objective is simple: persuade the recipient to open the letter and engage with the message.
Lessons for Modern Political Campaigns
As the conversation turns toward upcoming election cycles, Kruszyna emphasizes one critical lesson for campaigns:
Start early.
Building a donor base and grassroots support network takes time. Campaigns that delay fundraising efforts often struggle to build the momentum needed for long-term success.
He recommends an omni-channel strategy that includes:
- Direct mail
- Email marketing
- Digital advertising
- Text messaging
- Grassroots outreach
Each channel reinforces the others, helping campaigns maintain consistent engagement with supporters.
A Conversation About Politics, Media, and Identity
The interview ultimately becomes more than a discussion about fundraising or marketing tactics.
It is a broader conversation about how identity, politics, and consumer behavior intersect in modern America. As cultural divisions deepen and technology continues to reshape communication, organizations and campaigns must find new ways to connect with audiences who increasingly view the world through ideological lenses.
For Billy Dees, the discussion highlights both the challenges and the opportunities of the current era.
Whether through politics, nonprofit work, or entrepreneurship, the growing emphasis on values-driven engagement is transforming how Americans vote, donate, and spend their money.
Listen to the full episode of The Billy Dees Podcast to hear the complete conversation with Jeff Kruszyna and explore how marketing strategy, political identity, and storytelling are shaping today’s fundraising landscape.
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