 Under the Second and Third Party Systems, parties financed their campaigns through patronage; now civil service reform was undercutting that revenue, and entirely new, outside sources of funding became critical.Mark Hanna systematically told nervous businessmen and financiers that he had a business plan to win the election, and then billed them for their share of the cost.Hanna spent $3.5 million in three months for speakers, pamphlets, posters, and rallies that all warned of doom and anarchy if Bryan should win, and offered prosperity and pluralism under William McKinley.