The Trump campaign, finding itself outmatched by Democrats in ground operations, is intensifying its efforts to connect with swing-state voters who are “Trump-curious” but often do not vote, according to Axios reporters Sophia Cai and Torey Van Oot. The campaign’s strategy, detailed in newly obtained training materials, aims to engage low-propensity voters through a series of unique volunteer initiatives and reward structures.
Why It Matters
The Trump campaign’s internal documents reveal a key component of their strategy in the closing days of the election cycle. Recognizing shortcomings in their 2020 ground game, which they described as “inefficient,” the new plan prioritizes “quality” voter contacts over quantity. A central focus is on hard-to-reach, low-propensity voters—individuals who have shown interest in Trump, such as attending rallies, but who are not necessarily reliable voters.
To motivate volunteers, the campaign has introduced a reward system reminiscent of an airline-status program. Volunteers can earn rewards ranging from T-shirts and MAGA caps to expedited entry into Trump rallies. The most dedicated volunteers have a shot at winning invitations to exclusive events, such as a party at Mar-a-Lago or a potential Trump inauguration, and the title of “Trump Force Precinct Captain.”
The Strategy in Action
The new training materials provided to volunteers focus on reaching out to these hard-to-reach voters with specific talking points that frame the election as a choice between “strength vs. weakness,” “success vs. failure,” and “straight talk vs. dishonesty.” Volunteers are encouraged to personalize their outreach to persuade these voters to participate in the upcoming election.
The Trump campaign has about 27,000 volunteers on the ground nationwide. In contrast, Vice President Kamala Harris’ campaign claims to have 60,000 volunteers in Pennsylvania alone. However, Trump’s team has prioritized building an “election integrity” operation, consisting of 175,000 poll workers and poll watchers, a program that aligns with the former president’s continued claims about irregularities in the 2020 election.
Expanding Ground Efforts and Outreach
Beyond the core group of volunteers, the Trump campaign is supported by various outside groups providing additional canvassing and voter registration efforts. These volunteers engage potential voters through phone calls, mailings, and even on social media platforms like TikTok. The campaign is also working closely with conservative activist Scott Presler’s Early Vote Action group, which focuses on registering voters at Trump rallies, farmers’ markets, gun shows, and gas stations.
How the Volunteer Program Works
Trump volunteers are given a list of 25 “unreachable” or “sometimes” voters, with a goal of contacting at least 10 in person. As volunteers engage more of these unlikely voters, they earn various rewards. The program is designed to encourage early voting, either by mail or in person, despite Trump’s ongoing criticism of mail-in voting as “corrupt.” This tactic, commonly used by Democrats, reflects a shift in Trump’s strategy to increase voter turnout among his base.
Between the Lines
The campaign’s volunteer program highlights a dual approach: energizing existing supporters while reaching out to those who have expressed interest in Trump but are less likely to vote. By incorporating a reward system and focusing on personalized engagement, the Trump campaign aims to overcome its perceived deficiencies in ground operations and maximize its reach among swing-state voters.
As the election approaches, both the Trump and Biden-Harris campaigns are relying on a mix of traditional canvassing and innovative outreach tactics to mobilize voters. While the Trump campaign builds on its unique reward-based volunteer program, the outcome of these efforts remains to be seen in the final days leading up to the election.