Trump doesn't really want to spend his own money on this.
Not only is trump spending his own money on this and has been for some time- raising the least out of the field while outspending everyone else by leaps and bounds- Trump literally bragged about it last night and threw Ted Cruz under the bus by doing so.
"You've heard a lot about websites tonight. Don't go to my website, because I'm funding my campaign myself."
Primary campaigns aren't really that expensive. Romney 2008 spent about 30-40 million of his own money, and he had stronger competition than Trump does here. In the general he'll absolutely need to take funding though.
Yes, everything about him is open book, but hee wants to build a wall between US and Mexico, a fucking giant wall. You know how much of the taxpayers money that will cost? Then rounding up and deporting 11 million migrants.
The Democrats will be doing cartwheelss if Trump, Bush or Carson win the nominations. Their only problem will be prioritising the crazy shit to attack.
There's a difference between saying something in a campaign that's red meat to voters to get them to pay attention, and actually doing that thing once elected. Even if Trump could win the general (he can't) building a massive wall would need to get past congress, which it won't.
Building a giant wall is in the same category as Carson's bible based flat tax plan. It gets idiots to pay attention by simplifying a complex issue into terms they can understand and that's about it.
As for the democrats, they're already doing cartwheels. no one on that stage is in any position to take on Hillary. Everyone is going to get crushed by historic margins no matter who wins the republican nomination.