about donors, the reason that they become successful is that they are methodical and plan over the long haul. yet when donating to candidate, they're very emotional and want to see immediate returns. >> right. >> and the challenge for the folks inside the bush campaign is trying to educate their donors about how -- what their long play is, over a longer period of time. here we are, they're getting nervous, and it's only october. i mean it's only september and october. this is a campaign that's built to start winning in february and march and april, during the high point of the primary contest. that's the big challenge they have right now, which is saying don't get nervous now. this is a campaign that's built for when it matters. built to succeed when it matters. >> the approach of the rubio campaign as well. he doesn't want to be peaking now, he says. he wants to be peeking in january and february when voters go to the polls. >> that's true. for rubio, it makes sense. his theme song should be from