This is highly unusual, and has two important effects.
Firstly, because he's now a political candidate as well as the President, it becomes more difficult for any 501(c)(3) nonprofit organization to criticize Trump without falling foul of regulations totally prohibiting charities from electoral campaigning. They can still criticize, but they can be IRS audited — remember the fuss over politically active charities getting IRS audits?
Secondly, it allows the Trump-aligned Political Action Campaigns (PACs) to continue to spending unlimited dark money campaigning on his behalf. They are already running propaganda ads on TV. Watch the ad.