A top Republican fundraising committee is warning GOP candidates not to focus their 2024 platforms solely on criticizing President Joe Biden, warning that tactic caused the party to underperform in the last midterm election cycle.
In a memo sent to Republican candidates for state-level races, the Republican State Leadership Committee outlined several strategies to increase their chances of success in the November election. The bottom line: Focus on GOP policies and legislative wins rather than on Biden.
“We must learn from the missteps of the 2022 cycle and not solely target Joe Biden in our campaign messaging. While it’s tempting, the data suggests this strategy is insufficient on its own,” RSLC President Dee Duncan wrote. “Instead of solely focusing your campaign messaging on Biden, concentrate on the policy differences between Republicans and Democrats, highlighting GOP-led initiatives that are directly improving lives.”
The memo cites polling showing that while voters are 46% less likely to support a state legislative candidate who supports Biden’s reelection, that number “isn’t large enough of a difference maker” for their state-level campaigns, Duncan warns. Instead, Duncan pointed to polling showing that 52% of voters have a favorable view of their state economy, urging candidates to lean on their own “in-state successes” instead.
“Do not use Joe Biden as your crutch to make your argument,” the memo states. “Focus on how your policies can make a difference for your constituents on key issues like the economy, illegal immigration, and crime, while also making sure your compassion shines through on the issues voters may be traditionally skeptical of Republicans addressing.”
The group outlined four messaging strategies heading into the election, such as developing a “targeted communication plan” that would underscore Republican policies on inflation, border security, crime, and the economy. By focusing on these topics, the RSLC predicts Republican policy proposals “are more likely to gain favorable attention than others.”
That strategy is likely to give GOP candidates an edge over Democrats who focus on abortion and threats to democracy, the memo says. Roughly 13% of voters said abortion is a top issue for them compared with 11% who said the same for threats to democracy, according to the memo.
“Making matters worse for Democrats, they hold a meager 3% advantage over Republicans on which party can uphold voting rights,” the memo states. “This is not significant enough to overcome their troubles with winning issues for Republicans like the economy, crime, and the border.”
However, Duncan did urge Republicans to prioritize training candidates on how to address in vitro fertilization and doctor protection following the Alabama Supreme Court decision last month that has paused treatments across the state. The memo urges candidates to craft “effective messaging” in order “to connect with voters’ values.”
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The strategy is only being circulated among state-level candidates, so it’s unclear whether Republicans running for Congress will adhere to the same messaging. The memo does come in contrast to former President Donald Trump’s strategy to make his campaign a referendum on Biden’s first term, much like the president did to his predecessor during the 2020 campaign.
The polling cited in the memo was commissioned by the State Government Leadership Foundation and conducted by Cygnal between March 10 and 12. The poll surveyed 1,500 likely general election voters and has a margin of error of 2.52 percentage points.