I believe the answer is:
- William jennings Bryan is a democrat while McKinley was a republican
At that time, the segment of population that choose for democratic party were the voters with low economic background and vice versa
- William jennings has support of populists and wants to have inflation to help farmers while Mckinley has support of bankers and businessmen , doesn't want inflation
The fixed value of Gold make the large business able to stack up their gold without being worried that it would devaluated.
- William jennings supported the silver standard while Mckinley supported the gold standard
According to jenning, using other metal beside Gold could help the poor people to have more purchasing power and help them advance in the society.