Charles Koch compared his political network, mostly made up of wealthy, privileged conservatives, to the civil rights movement. And no, he wasn’t being ironic. Speaking in front of 450 wealthy conservative donors, Koch urged them to get motivated “by an issue of justice” so that they too can accomplish great things.

Look at the American revolution, the anti-slavery movement, the women’s suffrage movement, the civil rights movement. All of these struck a moral chord with the American people. They all sought to overcome an injustice. And we, too, are seeking to right injustices that are holding our country back.

Koch’s comments aren’t as tone deaf as they appear. His organization is in the midst of a major re-branding effort after recognizing that they don’t really understand “what matters to most people”. Rather than be seen as an elitist group, Koch wants to come across as being concerned about America’s poor. “What we’ve been doing in the past is not sufficient. We are going to have to raise our efforts to the next level.”

The “next level” hasn’t been detailed, but if the past is any indication, it is likely to include significant tax cuts to the wealthy and the eradication of the minimum wage. Exactly what civil rights leaders would have wanted, we’re sure.