The new DNC chair needs to act more like Donald Trump
With the election for the chairmanship of the Democratic National Committee approaching, it is clear, now more than ever, that the Democratic Party does not understand the average American. Whether it was arrogance, ignorance or self-righteousness, the Democratic Party failed to understand what President Trump sees as clear as day: the American people despise politics.
The evidence is staggering. 80 percent of Americans think our political system is “corrupt.” Only 22 percent say they trust the federal government. Congress consistently has just a 17 percent approval rating. In comparison, voters preferred root canals, used car salesmen and colonoscopies when asked to pick between them and the American Congress.
From Ronald Reagan to Bill Clinton to George W. Bush to Barack Obama to Donald Trump, two-term presidents over the last 50 years were outsiders (or successfully branded themselves as such). This outsider status allowed them to more effectively connect and build trust with an American public that overwhelmingly hates politics. Look no further than the losing presidential candidates: John Kerry, Hillary Clinton, Kamala Harris, all of whom embodied or were easily branded as part of an unpopular political establishment.
Another reason outside candidates perform stronger is that, unlike candidates ingrained in D.C. politics, outsiders are more bold and more willing to use innovative strategies. Outsiders are typically underdogs (e.g., Obama and Trump) and as such feel they must use unique tactics to overcome their disadvantages. For example, Obama’s revolutionary use of social media was critical to his upset victory over Hillary Clinton in the 2008 primary, propelling him to victory over Sen. John McCain (R-Ariz.) in the general election.
But over time, these innovative strategies become common practice, with their creators taking cushy consultant jobs and recycling the same playbook over and over again. And while candidates come and go, these consultants remain, using outdated messaging and tactics that make status quo candidates feel even more like the cookie cutter, out-of-touch politicians the American people strongly dislike.
In contrast, Trump and his team doubled down on his outsider status, which resonated deeply with his base and with average Americans. Unlike Democrats, Trump started his 2024 run in 2021 and focused on being everything, everywhere, all at once. From livestreams, to podcasts, to UFC fight night with Dana White, Trump met voters where they’re at, because his team knew they had to switch things up to win the election. This bet clearly paid off, with 48 percent of first-time Trump voters being unreachable by broadcast TV, which the Harris campaign unfortunately spent significant resources on.
By focusing on these non-establishment entities, Trump connected even more with the average American who ignores politics and traditional media. His charisma and sheer presence on these platforms translates to trust, even among voters who don’t agree with him on every issue.
Trump projects an authenticity that many Democrats struggle with. He may be polarizing, but his supporters see him as real. His ads were no exception. Testing showed Trump’s ads moved the needle by 2.7 points, compared to just seven-tenths of a point for the pro-democracy ads the Harris campaign prioritized.
Fortunately there is a path forward for Democrats, which they can emulate under the right leadership. Republicans have not only come to terms with but have in fact embraced the American people’s hatred of politics. Paradoxically, this has allowed them to build trust with the public. Republicans rebuked the status quo, successfully going around political media to meet voters where they are. Yet Democrats have relied on the same consultants, the same messages, and the same strategies that allowed Donald Trump to become president yet again.
We need a DNC chair who recognizes this reality and is willing to learn from Trump’s playbook, think outside the box, and ruffle some feathers within the Democratic Party. The stakes are too high to elect someone afraid to do so.
Joe Jacobson is founder and executive director of Progress Action Fund, a Democratic super PAC with a simple motto: “When Republicans go low, we go lower.”
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