House Republicans are counting on an innovative digital messaging strategy to lure passionate supporters of President Trump to the polls in the midterm and close a crucial enthusiasm gap with energized Democrats.
Voters who supported Trump in 2016 but are less interested in turning out this fall for traditional GOP candidates are being bombarded with digital advertising linking House Republicans to the president. The approach, road-tested by the National Republican Congressional Committee in special elections, uses advanced data analytics to identify low-propensity voters less inclined to vote if Trump isn’t on the ballot.
“There’s a reason the NRCC has had unprecedented success year after year. It doesn’t happen by accident. It’s because we’re constantly willing to try new things and innovate while others are happy doing things the way they always have,” NRCC spokesman Matt Gorman said.
House Republicans’ prospects for holding the party’s 23-seat majority have lately improved. But the House is in play.
As is typical in midterm elections, the political atmospherics are problematic for the party in power in the White House. Democrats are no less energetic about showing up in the midterm to register a vote against Trump. Republican strategists, smartly, remain preoccupied with motivating the disparate elements of their coalition to reduce the Left’s enthusiasm advantage.