Yes, it has been dissected many different ways over the last 18 month when it was known that this was coming. The strategy is to message in ways that are appealing to the undecided Front Range person. That means not having old gray-haired farts like me be the messenger. And, the message is designed to be on the opposite end of the "smoke a pack a day" crowd.
They have hired consulting firms and communication firms to do all of this. Some of the money that has been contributed to dates has been used in the past year to do just this. Having sat in on some of the meetings and listed to the strategy has convinced me that this is the correct way to go about it, even if some of the guys down at the bar think the message/messengers are too soft.
Now, it's about buying media. That takes money. The strategy is in place. The messaging is ready. It's a function of how much media can be purchased, which is ridiculously expensive this fall because it is a general election year and every candidate and every PAC is bidding up the price of media.
So, please donate. That $3,000,000 is the goal for how much media can be purchased. In my mind, it's how much media MUST be purchased to know this initiative can be defeated. The funding from the many groups and companies are what has got the campaign to this point.
Regardless of what state you are from, you have a dog in this fight. If we (we = all of us) lose due to apathy and infighting, shame on us.