Selling Violent Extremism

Why do people join domestic violent extremist organizations? This paper examines an understudied reason: organizational outreach. I study how the inflow of new members to the Oath Keepers, until recently America’s largest paramilitary organization, changes when the group’s leadership employs three tactics: showcasing their ideological zeal through armed standoffs with the government, membership discounts, and sports sponsorships. Using a variant of the synthetic control method, I find that standoffs increase new memberships by 150 percent, discounts increase new memberships by over 60 percent, and sports sponsorships decrease new memberships. Membership is less responsive in counties with higher income inequality, but more responsive in politically conservative counties. The findings provide new insights into ways extremist groups attract potential recruits.