But the role of good advocacy - which is what 10:10 should be doing - is to reach your non-base potential supporters and make them think - hopefully without actually alienating your base or energizing the base of your political opponents.

In this case, I'd say they missed the mark on all three fronts. That being said, at least they realized that and got an apology and retraction out awfully quickly. In coalition organizations, that's actually a fairly impressive achievement of damage control.