There are two ways to campaign for office: hire a consultant or do it yourself.
Consultants cost money; lots of it. They earn this money by raising money. Like lawyers who work on contingency, campaign consultants take home a piece of the money action that the campaign generates. They also run high-dollar, glitzy campaigns that are long on smears, slogans and invective-filled one-liners, all designed to pound home the party line while hiding the actual party agenda.