The Democrats’ next campaign should appeal to their base, not swing voters | Steve Phillips

Many people are drawing the wrong conclusions about what happened in the 2024 election. The conventional wisdom is that large swaths of population groups shifted their political allegiances to Donald Trump, propelling him to victory over Kamala Harris.

A more careful reading of the data, however, shows that those conclusions are inaccurate, and the biggest problem for Democrats was a failure to turn out Democratic voters. Coming to terms with the unfounded faith in voter persuasion – at the extent of tried and true voter turnout programs – will have profound implications for the future of the Democratic party and the country.

The cause of the confusion is the fact that Trump won dozens of counties across the country that voted for Joe Biden in 2020. Seeing that the Democratic margin had shrunk or evaporated in these places, most in the media rushed to report a massive national shift to the right, replete with graphics showing maps with red arrows pointing rightward.

Looking more closely at the results and comparing them to the data from the 2020 election, one can see that while the counties did swing, the voters, for the most part, did not. What leaps out from a careful comparison is the finding that Democratic voter turnout fell through the floor. Trump didn’t win those counties because people switched their votes to him; he won because significant numbers of people who voted for Biden in 2020 did not vote at all in 2024.

The decline in voter turnout is first visible from the simple fact that the total number of votes cast in 2024 is smaller than the number cast in 2020 (153 million in 2024 versus 155 million in 2020). This is despite the fact that the size of the US population has increased by 4.5 million people since the last election.

It is when one takes a closer look at the underlying data that the picture comes into sharper focus. In nearly a third of the top 50 counties that flipped from Democrat to Republican, Trump’s vote actually declined from his 2020 numbers. If Democratic voters are coming over to the Republican ranks, their vote total should go up, not down. In Pinellas county, Florida, for example, Trump got nearly 7,000 fewer votes than in 2020, bu the Democratic vote total plummeted by 35,000 votes.

This pattern is evident in nearly all of the counties that flipped. Even in the counties where Trump’s vote increased marginally over 2020, that increase was generally dwarfed by the Democratic decline. In Erie county in the critical swing state of Pennsylvania, Trump improved on his 2020 showing by 801 votes, but the votes for Harris dropped by 2,618 votes, more than enough to have carried the county had those voters cast ballots.

Just as is the case in medicine, an effective treatment requires an accurate diagnosis. The anemic Democratic voter turnout is the result of a cataclysmic failure of theory of change, strategy and spending, most notably by the Democratic Super Pac Future Forward.

Super Pacs have great freedom and flexibility in that there are no limits on the size of contributions they can receive and few restrictions on their electoral activities. I helped create one of the country’s first such committees, Vote Hope, in 2007 to help Barack Obama, and our theory of change was that boosting Black voter turnout would help elect the country’s first Black president. Accordingly, we spent our money on hiring canvassers to knock on doors and buses to drive voters to the polls.

Future Forward embraced the view that they could devise clever television and digital ads that would persuade Trump-leaning voters to back the Democrats. Accordingly, they poured nearly $700m into an advertising avalanche that was redundant to Harris’s ads and obviously ineffective. In a fawning New York Times profile, their effort was described as “animated by the idea that a blend of data science, political science and testing can usher in a new era of rigor in advertising”.

There were seven battleground states where the parties concentrated their time, energy, and resources. Imagine if Future Forward had spent $100m in each state, hiring canvassers, investing in community-based civic engagement organizations, and funding the labor-intensive and expensive yet effective work of getting out the vote. Such a program would have boosted voter turnout, bringing back out the coalition that defeated Trump in 2020.

A failure of this magnitude demands soul-searching and brutal re-assessment of prior assumptions and strategies. The work of defending and ultimately taking back the country starts now, and a sober assessment of the election results makes clear that 2024 marks the requiem for the widely-held but thinly supported view that it makes more sense to invest in persuasion over the power-building program of getting out the vote.

• Steve Phillips is the founder of Democracy in Color, and author of Brown Is the New White: How the Demographic Revolution Has Created a New American Majority and How We Win the Civil War: Securing a Multiracial Democracy and Ending White Supremacy for Good