Key Findings

  1. Highlight the Contrast between Futures, Not Candidates

Make the very real case that this election is about two potential futures: one of freedom vs. one of control. MAGA Republicans continue to wage attacks on the our freedoms. They’ve made it even clearer through Project 2025 they have every intention to take away and claw back much of the progress we’ve made to protect our freedoms and dismantle institutions that project them. On the other hand, we have another future where we can continue to work to protect and expand our freedoms. Our freedoms to decide if and when we grow our families, to have clean water to drink and clean air to breathe, to vote, to love who we to love, to allow our children to learn and grow in our schools, to move and give our families a better life, and to care for ourselves or family without going bankrupt. This is election is not about any single candidate but the agency and power of voters to come together across differences to decide to fight for our freedoms together. 

2. Connect Voting to Protecting Legislative Gains for Families

Down on Dem Voters recognize the positive impact of many gains passed in last years’ legislative session. Expanding and protecting the right to vote, guaranteed free school meals, and increased public school funding are among the top celebrated achievements. However, it is a second-tier motivator for other swing groups. Communicate about these accomplishments in a way that centers the impacts on people as opposed to partisans. When we frame the legislative accomplishments as “protecting the Democratic majority,” we are less effective with swing voters. It’s important for us to name what we have done but center the positive impact on people more than the process that yielded it. Importantly, recalling past victories also works to abate cynical feelings toward voter agency and our government’s ability to get things done. Gains should also point to momentum and need to do more.

Link Republican candidates to Trump — Connecting Republican candidates to Trump has a positive impact with persuadable and swing voters. 39 percent say they would be less likely to vote for a candidate who endorsed Trump, only 22 percent would be more likely, and 35 percent say it makes no difference.

Top Values to lead with: Families and Freedom

Connect Wealthy Corporations as a Villain to Outcomes - People feel corporations have too much power and they are an effective villain. But without context, just naming corporations as bad actors can activate competing frames (woke corporations). Instead, activate concerns around corporate greed by connecting to an unpopular Republican agenda. on prescription drug prices and insurance corporations being able to deny coverage

Sample Messages

Get things Done

No matter what we look like or where we come from, most Minnesotans work hard for our families, and we want our leaders to work hard for us too. But while Minnesota Democrats worked together to pass laws that solve problems, curb corporate overreach, and help people across Minnesota, MAGA Republicans are focused on dividing us and taking away our freedoms. We need to elect leaders who focus on solving problems, like making health care, childcare, and our lives affordable, and strengthening our public schools instead of focusing on banning books, regulating bathrooms, and banning abortion.

Freedom, not Control

Minnesotans know that we are stronger when we work together and are there for one another through good times and bad. But today, MAGA Republicans try to control us by imposing their agenda that threatens our freedoms. They want to control when and if we can start a family and ban books in our schools, and keep us from coming together to demand a government that protects our freedoms. Our vote is our power. When we join together as voters, we can elect leaders who ensure every Minnesotan has the freedom to thrive, no exceptions.

Tune in to our message briefing

Countering Rhetoric Used to Erode Trust

(aka “waste, fraud, and abuse”)

The current political climate in Minnesota is on a razor’s edge of two futures crafted by rhetoric. One future is ripe with Minnesotans ready to lean into the possibility of crafting a future that is rich with protecting our freedoms, caring for one another, and creating the best state for workers, families and kids. The other is charged with divisive rhetoric aimed at marginalizing Somalis, Muslims, immigrants, Black and poor people through dog whistles about crime, waste, fraud, and abuse. These tactics are not just about instilling fear—they are about eroding trust in government institutions and convincing us to divest from public entities like schools, hospitals, and social programs. By using a Race Class Gender (RCG) narrative, we can counteract these divisive messages, reveal the true motives behind them, and inspire people toward a future of possibility, hope, and collective action.