Makes sense that he’d like his own book, given how much money he’s made off it over the years. On Tuesday, though, he announced a promotion that might endear him even further to the central Christian text: a “God Bless the USA” Bible, some of the proceeds of which will flow back to him.
Trump announced the book on his social media platform, Truth Social — itself a particularly lucrative venture at the moment, given that its just-listed stock price has jumped nearly 50 percent.
“Happy Holy Week!” Trump’s post said. “Let’s Make America Pray Again. As we lead into Good Friday and Easter, I encourage you to get a copy of the God Bless The USA Bible.” He tagged musician Lee Greenwood in the post because the “God Bless the USA” singer is also touted as an endorser on the product’s webpage.
The promoted Bible has not only the standard books, but also a few additions including the Constitution (“which I’m fighting for every single day very hard,” Trump says in a video attached to the post), the Pledge of Allegiance and, as the webpage touts, the “[h]andwritten chorus to ‘God Bless The USA’ by Lee Greenwood.” It was originally slated for release in 2021, but an outcry from a number of prominent Christians derailed the rollout.
That was then. The current website for the book includes an FAQ that addresses the question of how the former president benefits from the partnership. It assures visitors that no money from the sale of the Bibles will go to Trump’s political campaign. Instead, “GodBlessTheUSABible.com uses Donald J. Trump’s name, likeness and image under paid license from CIC Ventures LLC, which license may be terminated or revoked according to its terms.”
CIC Ventures, though, is a conduit to Trump — personally, if not politically. In his financial disclosure released last year, he’s identified as the company’s “manager, president, secretary and treasurer” and the Donald J. Trump Revocable Trust is identified as a 100 percent owner of the business. The same entity also receives royalties from his book “A MAGA Journey” and speaking engagements. A person familiar with the agreement confirmed to the New York Times that Trump earns royalties from purchases.
In retrospect, we might have predicted this particular business venture.
First, Trump has increasingly branched out on his endorsement gigs, slapping his name or likeness on sneakers and NFTs in addition to campaign merchandise. He is in a cash crunch — personally and politically — and has been unafraid throughout his career to put the Trump name on anything that might yield a stream of revenue.
But, second, Trump has mined right-wing religiosity consistently for political support and political contributions. Why not branch out into private-sector benefits?
“That’s why our country is going haywire: We’ve lost religion in our country,” Trump says in the video hyping his new partnership. “All Americans need a Bible in their home and I have many. It’s my favorite book.” At another point, he insists that Christians are “under siege” and that “we have to protect anything that is pro-God.”
This is familiar rhetoric. In each of his presidential campaigns, he’s presented similar warnings and promises: Christianity is under threat, and he will be its relentless defender. He’s been effective at building fervent support among White evangelical Protestants, thanks to his insistent efforts to deliver on their political desires. He has been as effective at leveraging the insecurities of evangelical Christians as he has of White conservatives overall.
That this was perhaps predictable doesn’t make it less cynical. The pairing of foundational documents like the Constitution with the Bible has appeal to the conservative Christians Trump embraces but would unquestionably be viewed skeptically by the Constitution’s writers. And, again, even his supporters understand that he’s not really religious. If religion is as essential to America as he claims, why doesn’t that apply to him and his family? (In 2015, his putative church released a statement noting that he wasn’t an “active member.”)
More to the point, why is he plugging this Bible now? The answers are obvious: now because he needs money and this Bible because he benefits financially to some extent.
Perhaps you think I am also being cynical. After all, Trump offers that he’s pitching the book now because Easter is Sunday. Perhaps he simply wants Americans to have a Bible in-hand on the most sacred of Christian holidays.
We turn again to that FAQ.
“The God Bless The USA Bible is printed in limited-edition quantities,” it reads. “Most orders ship within 4-6 weeks of the time ordered. Your order will ship as it becomes available, and we will make reasonable efforts to ship your order as quickly as possible.”
You pay the cost of the Bible, shipping and taxes up front, of course. First things first.
