Friend, you probably saw where we’re focusing in 2022. We’ve got an ambitious slate of races where we believe The Lincoln Project can have an outsized impact on the results.

I wanted to take a minute and explain our biggest advantage: focus.

I often say that our greatest strength is that we don’t have a client. We don’t have a candidate ego to manage and we don’t get pulled in so many different directions that we get distracted. We can stay laser-focused on a winning message. 

We need your help to deliver it. Have you pitched in to make sure we can help stop the Trumpists in the midterms yet? We can’t do it without you. 

Our focus is more critical than ever this year. With too many Democrats in Washington stumbling around in search of a winning message, we can’t afford any distractions. 

Here’s what everyone else is missing right now: They’re not seeing the forest from the trees. Tweeting once or twice a week about the economy or Roe or civil rights is not going to cut it. 

Joe Trippi and I have been on the opposite sides of some titanic fights. True heavyweight fights between candidates with a lot of money and a lot on the line. Here’s one thing we can both agree on: If you don’t get your reps in with the right voters, you’re basically setting money on fire. It takes at least ten repetitions a week of a message to get it to sink in. Ten. And in a lot of cases, that number can be as high as 40. 

So each target voter needs to see a message 10+ times a week across all the different screens they look at. That gets expensive, fast. The way to be efficient is to hone in on the exact sliver of voters you need and hammer a message home. Not ten messages. One powerful one can do it. 

Our focus enables us to peel off the exact voters – to a person – who we know are going to respond best to how The Lincoln Project tells a story. Economic-focused voters in Milwaukee. College educated women in Atlanta. Or blue collar workers in Pittsburgh. 

So when we say we’re focusing on 7 states, what you should know is that we’re focusing on a couple different groups in those states:

• Which swing voters have tuned out the Democrats but need to hear their choice is between economic growth and a train wreck of higher taxes and ballooning deficits?
• Which former Republicans are so sick of the MAGA-ing of the GOP that they’ll do anything to stop it?
• Which voters are so sick of the assault on our values and liberties that they will tune everything else out and vote on that single issue? 

We know those voters to a person. A lot can change between now and Election Day and other issues will come up, but if we hammer those voters with the messages they most need to see, we’re giving the pro-democracy candidates the air cover they need to run their campaigns.

Do you really trust anyone else to do it? We need you with us, Friend. Help The Lincoln Project win this fall now. 

-Stuart Stevens

Senior Adviser

@stuartpstevens on Twitter