For the past decade, Donald Trump has been a fixture in American politics. As a hopeful, former, and now (again) current President of the United States — the reality star uses extreme messaging, a larger-than-life personality, and an army of loyal supporters to shape political discourse and policy. Some Republicans have joined his ranks, others have resisted his leadership, while Democrats and Independents have run full speed against Trump.
In 2024, Trump handily won his reelection campaign and, under his party leadership, MAGA Republicans swept local, statewide and federal offices across the country.
The Democratic candidates I worked with last cycle, with Trump at the top of the ticket, were successful. In Pennsylvania, they were able to hold the majority in the state house. I’ve told Democratic candidates that they’re going to win in 2025. And they’re going to win without mentioning Trump.
With a figure as divisive as our current President, political candidates and other leaders cannot run with or against him — for fear of having their own voters make up their minds before the candidate even opens their mouth.
The non-Trump (neither pro nor anti-Trump) strategy relies on tailored and authentic messaging and targeted outreach.
Candidates running this year or over the next four years need to speak directly to people. Successful campaigns won’t be about supporting Trump or rebuking Trump — they’ll win because they meet voters — actual people — where they are. Candidates need to be honest about their policies and vision, not bend their narrative to fit the room or the moment.
I’ve told Democratic candidates that they’re going to win in 2025. And they’re going to win without mentioning Trump.
The average person wants prosperity, safety and opportunity. Everything needs to come back to those points. Explain to your district, whether as small as your neighborhood or as big as the nation, how your vision will make people richer, safer and on the way up.
Another reason for the messaging gaps is the reliance on out-of-town consultants who don’t know the district or the electorate but “know campaigns.” Winning is not a set of data points or partisan ideals. A successful campaign will pinpoint real problems, provide a track record of addressing those concerns, paired with concrete goals to show the possibilities for the future.
Once the message is refined, the best campaigns will target their audience to effectively communicate and reinforce the message. Losing campaigns spend time and money to reinforce their message to like-minded groups. While keeping your base happy is important, my clients have found more success by seeking out rooms and opportunities that are less friendly, rather than hiding from them.
Voters don’t trust politicians who make a campaign promise to one group and then change their tune based on the room. Use universal truths and stay consistent and honest regardless of the audience.
Campaign themes and conversations must be genuine and fearless.
Voters right now are more interested in someone that will fight for them, not care for them. Lean into adversity and past victories to show your audience that you not only want to get things done, but that you have a track record of accomplishing the goals you’ve laid out.
From messaging, to tailored outreach, to campaign themes, run a campaign to win. Use creative tactics, fight hard, and run like losing is not an option.
Under a Trump administration, don’t run with or against the T word. Run for the community you plan to serve.
Adam Erickson is the Founder and Principal of Center City-based Princeton Strategies. Erickson has received the #1 Grassroots Campaign Award from the Democratic Legislative Campaign Committee and was named a Top 50 Political Consultants by PA City + State. Princeton Strategies has worked with Congressman Brendan Boyle, Mayor Cherelle Parker, Councilmember Isaiah Thomas, among others.
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