No wonder my phone exploded yesterday.

This headline explains why:

“Hal Malchow Is Going to Die on Thursday.  He has One Last Message for Democrats.”

The subhead continued, “The pioneering Democratic consultant has been planning his death for decades.”

In his inimitable style of facts salted with grace, compassion and deep knowledge  of the American political consulting jungle Sasha Isssenberg  rocked us all with this  lede in his Saturday piece in Politico, “On Thursday, March 21, one of the Democratic party’s most accomplished campaign consultants will die.”

Sasha’s article continues…”In a sense, Hal Malchow has been planning for this day ever since 1987, when a genetic marker test revealed he was likely to develop Alzheimer’s. At the time, he was barely 35 years old, a hustling political operative who had recently come off managing Al Gore’s first Senate campaign while overcome with worry about his mother’s early descent into dementia. (Around her 50th birthday, she was discovered wandering lost in a parking lot in the Mississippi town where she had lived her whole life.) After his mother’s untimely death, in 1990, Malchow was intent on never letting himself endure the same thing. If he showed symptoms for Alzheimer’s, Malchow resolved at the time, he would take his life before he became too diminished — and became a burden to those around him.”

I urge you to read the entire piece.  In it you’ll find insight into and examples of the skill, persistence, and courage of one of the most remarkable colleagues in our trade. Just as importantly, you’ll gain fresh appreciation for the level of commitment, tenacity, and yes plain stubbornness, it takes to make change while swimming against the rip tide of conventional wisdom swirling in consulting’s  Sea of Sameness.

 Right after I reviewed Hal’s latest book Reinventing Political Advertising   [See Agitator’s Correcting a $16 Billion Mistake] I called to thank him for this important work.  He told me about his condition and his decision. My emotions range out and back from shock, and helplessness, to sadness and confusion, but mostly to admiration and respect.

So, Hal I’m not gonna wait ‘til you can’t read your own obit.

Here’s The Agitator’s shout out to you with all our love, respect, and admiration.

In the ever-changing landscape  of American political consulting and fundraising. (Currently a fever swamp filled with too much  greed, corruption, idolatry of convention and self-interest)  few professionals have redefined the battlegrounds on which campaigns are won and lost.

Hal Malchow stands among these pioneers, not just for the groundbreaking strides he’s made in political campaigning but for his bold and dignified final chapter.

As we celebrate Hal’s  remarkable professional and personal journey, we most honor his  power of choice, courage, and his indomitable spirit to challenge the status quo — in life, work, and all the moments that define us.

Innovator, Visionary, Trailblazer

For over three decades, Hal Malchow has pushed the boulder  of change uphill.  Perhaps a real-life  Sisyphus, but with a crucial difference: Hal moved political mountains—or at least has implanted sufficient intellectual and data-drive dynamite into the massive hump of conventional wisdom to eventually blast it apart.

By harnessing the untapped potential of direct mail and placing unwavering faith in data over tradition, he revolutionized how to reach voters and engage the electorate. His pioneering spirit didn’t stop at merely questioning the conventional and highly profitable wisdom of relying on expensive television spots; it will eventually dismantle it, proving through academic research and collaboration and proven practical application there are more effective, lower cost ways to communicate, mobilize and win.

No wonder that despite Hal’s induction into the Hall of Fame of the American Association of Political Consultants when his first revolutionary book– The New Political Targeting –shook up the political consulting world some members of that august body plotted on how to best suppress it.

Mentor to Change Missionaries

Hal’s influence extends far beyond his own achievements . One of his most lasting legacies lies in the young minds he’s inspired and trained — a veritable cadre of change missionaries when it comes to the practice of politics. Through his guidance, this next generation of strategists and campaigners are imbued with Hal’s questioning spirit, his reliance on data, and his courage to challenge the “same-old, same-old.” In short,  armed with Malchow’s teachings and ethos, they’re poised to dismantle outdated conventions, ensuring that our democracy is not only preserved but strengthened.

A Personal Journey of Determination

Hal’s professional tenacity is mirrored in his personal life. Faced with the harrowing genetic forecast of Alzheimer’s — a disease that deeply affected his family — he made a vow early on. He would not let the disease define his final chapters. This decision, rooted in the same courage and foresight that guided his career, have brought him, alongside his devoted wife and son, to Switzerland. There, in an act of profound autonomy, Hal will embrace a peaceful end on his own terms, surrounded by love and serenity — far from the screeching political arenas destined for reform.

The Legacy of a Pathfinder

Malchow’s legacy is not just in the campaigns he shaped or the victories he engineered. It lies in the fearless pursuit of innovation, the embrace of change, and the seeds of courage he planted in the next generation of political strategists. His work has left an indelible mark on political strategy, voter outreach, and the very fabric of democratic engagement. Yet, it’s his final act of self-determination that perhaps most vividly captures the essence of his pioneering spirit.

In this, what might be seen as his final campaign (although personally, I doubt it), Hal teaches us the ultimate lesson in autonomy and courage. His choice, made with clarity and love, underscores the profound respect for life’s journey and the dignity of deciding its course.

My Note to Hal:  Your pioneering spirit, your groundbreaking work, your courageous final act, and your indelible influence on tomorrow is an inspiration. You’ve not only changed the way campaigns are run but also shone a light on the path to facing life’s most challenging decisions with grace.

Thank you, Hal, for everything.

Roger

P.S.  For readers who want to fully understand and appreciate the enormity of Hal’s contribution in the context of today’s politics I recommend you read Sasha Issenberg’s The Victory Lab: The Secret Science of Winning Campaigns.  Politico calls it the “Moneyball for politics.”

And if you’d like to get a flavor of Hal’s current thinking on  how to win campaign in 2024 check out the podcast he recently did with a former staffer Joe Fuld.