Solderless LED Matrix?

Can someone help me understand how the matrix works? I've wired up a 3x3 matrix as in the attached image (no Max chip at this point). My understanding is that if I apply 3.3 volts to row C and make column 1 ground, the electricity should flow through the bottom-left LED (as in the top-right of the image), turning it on. What seems to be happening, though, is that the electricity bypasses the LED and flows directly to the ground, meaning no LEDs light up (as in the bottom part of the image). This makes sense to me since electricity usually follows the path of least resistance. But everything I am reading online seems to indicate that what I am trying should light up the LED. What am I missing here? Can anyone help me out?

I should also note that I have a 100 ohm resistor at the beginning of each row.