In a permanent campaign, a political party continues to advertise and fundraise outside of an election period. The permanent campaign has its roots in the commonality of minority governments from 2004 and onward. The reason is that minority governments were at risk of being defeated in the house more regularly than in a majority government. Therefore, they always had to be ready for an election, hence the permanent campaign. The permanent campaign includes consistent advertising and outreach to donors. It also involves having a permanent campaign manager, rather than hiring one a year before an election. The permanent campaign mixed with the 2003 Chrétien reforms created an environment in which grassroots fundraising could take over and thrive.
