Rex lags rivals in race for cash

Despite leading in several early polls and his status as the only Democrat holding a statewide office, Jim Rex is showing little financial strength in his bid to be South Carolina's next governor.

Rex raised $117,000 during 2009's fourth quarter. That low total, coupled with higher spending, have some speculating whether Rex, currently the state superintendent of education, can keep his gubernatorial campaign afloat.

"He's raised doubts about his commitment to the campaign and his energy to undertake the campaign," said Jeri Cabot, a College of Charleston political science professor.

Rex, a Fairfield County Democrat:

- Raised more than $117,000 in the fourth quarter, which just ended. Two other Democratic candidates - state Sen. Vincent Sheheen, D-Kershaw, and Columbia attorney and former lobbyist Dwight Drake - raised far more, well above the $200,000 mark.

- Sheheen is nearing the $1 million mark in total money raised, while Drake and Charleston attorney Mullins McLeod are hovering around the $500,000 mark. Rex trails all three with less than $200,000 raised. State Sen. Robert Ford of Charleston rounds out the field with nearly $93,000.

- Most telling may be that Rex has only $29,000 in cash on hand as he heads into the last quarter before the June primary. It's a critical time for candidates who rely on cash for expensive TV buys. Rex has less cash on hand than any of the other Democrats.

Rex's campaign said Friday it is optimistic the candidate will shine in the next quarter.

"We don't have to raise as much as the other candidates do to win this race," said Zeke Stokes, Rex's campaign manager, adding other candidates are spending to build up their name identification, something Rex already has.

As the only Democrat in the race who holds a statewide office, Rex is already familiar to S.C. voters, his supporters say.

But Bruce Ransom, a Clemson political science professor, said high name ID doesn't guarantee campaign contributions.

"People may know a candidate's name and check a person's name in a poll just because that's the only one they know," Ransom said. "But those who are writing the checks, they have a higher standard. It looks like those Democrats writing checks are not convinced (Rex is) the horse to ride through the primary and into the general election."

Rival Democratic campaigns also say Rex's campaign is spending too much money, given its poor fundraising.

While the other Democrats spent between 45 percent and 59 percent of the money they raised during the fourth quarter, Rex has spent more than he raised during the quarter. A large share of his spending went to consulting services.

Rex's campaign said it is using a different kind of campaign strategy, spending more money early on instead of waiting until late in the campaign to spend the bulk on TV buys.

"That's an antiquated view of campaigns," Stokes said, adding that social media, Twitter and other technologies now allow campaigns to talk to voters throughout the election cycle. "You don't have to wait until the end to make contact with voters anymore."

The experts say Rex also must overcome a sizable handicap between now and the primary - the public's perception of the state's schools.

If the public doesn't think the schools have improved under his watch, they won't elect him to the higher post of governor, experts say.

"Education has been a tough issue for decades in this state, long before Rex," Ransom said. "But he can't run away from (the public's perception)."

Still, both Ransom and Cabot say it is too early to assume Rex's campaign is dead in the water.

"Look at the Howard Deans of the world," Cabot said. "If you have the right machine in place, you can raise a lot of money quickly. It's not over yet."