His political enemies would roll out the smear campaign once more, when President Bush nominated John Ashcroft, one of the senators who blocked Hormel’s ambassadorial confirmation, to the office of attorney general. Hormel criticized the Missouri Republican during a news conference. The TVC responded by sending copies of the coloring book to freshman senators, arguing that if a person who puts books like that in a library dislikes Ashcroft, then Ashcroft cannot be all that bad.

Hormel could have made his contributions anonymously, of course, while Sloan could have done the same—albeit with less direct control—by donating through a community foundation or a charitable trust. Just as the man who claimed to be throwing his support behind Abdoo by investing in Wisconsin Energy sold his credibility short by refusing to identify himself, though, anonymity can make the philanthropic effort less effective. “You can give anonymously. I used to think that was good. I used to do it myself,” Hormel points out. “But anonymous giving really doesn’t inspire other people to give, and that’s part of why you should give in the first place.”

Boycotts and Backlashes
Boycotts and grassroots campaigns can be devastating to small and medium-size businesses; even industrial titans may wilt under their pressure. Business leaders who openly support their personal political passions while avoiding these repercussions often have a few things in common. The most important are a closely held private company and products that, unlike a cold can of beer or a hot pizza, are not easily boycotted mainstays in consumer households.