Today’s Politics 101 pop quiz: In the course of a fierce ideological battle, when it becomes clear that one side is getting its butt kicked, what are leaders of the losing team expected to do? A. Double down. B. Scare the crap out of their followers. C. Beg for money. D. All of the above.

No one really needs help with this one, do they?

So with public acceptance of gay marriage growing faster than Justin Bieber’s rap sheet, the culture warriors at the Family Research Council have been hawking their National Campaign in Defense of Natural Marriage. In multiple email calls to arms, FRC president Tony Perkins is urging people of “character and values” to “take a stand” by signing an on-line petition and, while they’re at it, donating a little something to this “counteroffensive.” By March 31, FRC wants—nay, “needs”—250,000 signatures and $1.1 million to “fund this demanding work of behalf of America’s families.” At that point, the e-petition will be deposited at the feet of the group’s latest hero, Sen. Ted Cruz, “in a public display of support for natural marriage.” Perkins pleads/warns/threatens: “I want to encourage you: natural marriage is not a lost cause in America—unless we give up and let the same-sex ‘marriage’ advocates have their way because we failed to stand up for what is right.”

Now, as a political obsessive subscribed to an unhealthy number of email lists, I receive a daily flood of overwrought solicitations from across the spectrum. Most I toss after a quick glance. But Perkins’s latest entreaties stopped me, not because of their tone or topic but because of their language. Specifically, I somehow missed the moment when “natural marriage” became the preferred term of anti-gay-marriage crusaders. (Sadly, despite several interview requests, the folks at FRC were unavailable to discuss this matter.)

It makes perfect sense when you think about it. As political rhetoric goes, “natural marriage” is ever so much more evocative—and, better yet, provocative—than the more commonly employed term “traditional marriage.” After all, plenty of folks would be amenable to, or perhaps even charmed by, the idea of an untraditional marriage. An unnatural marriage, by contrast, brings to mind all manner of unsavory couplings—like, for instance, the man-on-dog action that keeps Rick Santorum up at night. And, indeed, defenders of “natural marriage” talk a lot about how gay marriage is an affront to God’s “natural law.”

The folks at FRC did not, it should be noted, come up with the phrase on their own. The Catholic Church, for instance, tends to refer to “natural marriage” in contrast to “sacramental marriage”—the former being an exclusive, lifetime covenant between a man and a woman of no particular religious backgrounds, while the latter is specifically the union of a man and woman baptized within the Church. In this context, a natural marriage, while good and legitimate, is nonetheless spiritually inferior to a sacramental one.

Less canonically, “natural marriage” is also at times used as a rough synonym for “common-law marriage.” Even if limited to the hetero variety, such non-ceremonial arrangements, recognized by only a handful of states, would seem to be a far cry from the super-stable family environments that natural-marriage advocates are ostensibly seeking.

Not that any of this much matters now, as “natural marriage” has become a rallying cry for those looking to beat back, as Perkins puts it, “the agenda of the Progressive Left and radical homosexual lobby.” Back in 2004, a FRC pamphlet promoting hetero-only unions was all about “traditional marriage,” as were many of the group’s other communiques up through 2012. More recently, however, its commentary has been increasingly all “natural,” so to speak. Similarly, conservative groups like the Liberty Counsel (the legal nonprofit that takes up conservative causes pro bono) and Americans for the Truth about Homosexuality are solidly on the “natural” bandwagon.

As conservative spin doctor Frank Luntz taught us, if you don’t like the way a debate is going, you need to change the terms. Literally. Trying to rally a nation against the estate tax is a tough lift. But a “death tax”? Now there’s rhetorical gold. “Global warming” = scary and bad; “climate change,” not so much. In some cases, the differences may amount to no more than a couple of letters—say, the Democratic party vs. the Democrat party. And when it comes to firing up the faithful, not to mention separating them from their cash, “natural marriage” certainly seems to pack more gut-level oomph than its more “traditional” cousin.

The debate in question, however, may be beyond the point of such rhetorical retrofitting. These days, not even the veiled threats of bestiality, polygamy, and other comparably “unnatural” acts seem likely to derail the marriage equality train. Which may explain why, with less than a week left in its petition drive, FRC had yet to crack 10,000 signatories. Only 240,000 to go.