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Self-funders strike out big time

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Meg Whitman, Carly Fiorina and Linda McMahon are shown in a composite. | AP Photos
From left: Meg Whitman, Carly Fiorina and Linda McMahon's fortunes couldn't deliver victory. | AP Photo Close

To get a sense of how badly Meg Whitman miscalculated in investing more than $143 million of her own money in her 13-point loss in the California governor’s race against Democrat Jerry Brown, it’s useful to parse her spending:

Her cost per vote: $47. His cost per vote: $6.34.

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Her cost for each losing percentage point: A little more than $11 million.

The amount of personal net worth flushed away: About 10 percent.

Whitman’s spectacular crash-and-burn on Tuesday shattered all self-funding records, including the $108 million Mayor Michael Bloomberg spent to gain a third term as New York’s mayor.

But at least Bloomberg defied the self-funder’s odds and won.

Whitman, a Republican who was CEO of eBay, joins an ever-expanding roster of the wealthy who try to pave their way to high office with their own greenbacks.

According to the Center for Responsive Politics, only one of the eight candidates running for Congress who contributed more than $3.5 million to their own campaigns stood amid the confetti and balloons on Election Night.

The biggest loser was Republican Linda McMahon, the former CEO of World Wrestling Entertainment, who spent about $47 million of her own cash on an unsuccessful quest to gain a seat in the Senate.

Beyond McMahon, the 2010 Losing Class includes Democrat Jeff Greene, a billionaire who spent $24 million in a fruitless quest to win the Democratic Senate nomination in Florida, and Carly Fiorina, the former Hewlett-Packard CEO who lost $5.5 million and the race against Sen. Barbara Boxer (D-Calif.)

The one winner in the group is Republican businessman Ron Johnson, who beat Sen. Russ Feingold (D-Wis.), one of the Senate’s most ardent champions of campaign finance reforms that would limit the role of big money in federal races.

Johnson’s victory, however, could well be attributed to the fact that he ran a hybrid fundraising operation. He put in $8 million but still raised another $4 million, which helped to generate volunteers for his campaign and created a path for supporters to feel invested in it.

Jennifer Steen, an expert on self-financers at Arizona State University, said, “The common thread among losing self-funders is inexperience, and they all started their campaign with serious deficiencies and some naïveté about their deficiencies. Others might call that arrogance or hubris.”

Whitman’s financial folly is all the more incredulous in that she did it in a state that has firmly and repeatedly rejected wealthy candidates who dig deep into their own bank accounts to turn their political dreams into realities.

In 1998, it was Al Checchi who spent $40 million to come in second in the Democratic governor’s primary. In 1994, it was Republican Michael Huffington who threw away $28 million in a failed Senate bid. In 2006, Steve Westfly’s $40 million only got him second in the Democratic governor primary. And Whitman’s primary opponent, Steve Poizner, lost $24 million in his effort to defeat her.

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