The $10mm/year is the meager carrot. There is an implied stick, which comes in the form of much stronger support for opposing candidates come the next election

The $10mm/year is the meager carrot. There is an implied stick, which comes in the form of much stronger support for opposing candidates come the next election cycle. $10 million is nothing; any lobbying group worth a shit can cough up that. You could probably fucking crowdfund it if you found a cause that 'the internet' cared enough about. But to make a difference you also need to convince your congressperson that you also have a stick and are able/willing to use it. Good luck crowdfunding that. A company like facebook has the money to have a stick, but these sort of tech companies are typically politically inactive enough to raise doubt that they would have the motivation ever use their stick.