Every serious presidential candidate has to answer a fundamental strategic question: Do I think I can win by expanding my party’s reach, or do I think I can win by mobilizing my party’s base?
Two of the leading Republicans have staked out opposing sides on this issue. Scott Walker is trying to mobilize existing conservative voters. Jeb Bush is trying to expand his party’s reach.
The Democratic Party has no debate on this issue. Hillary Clinton has apparently decided to run as the Democratic Scott Walker. As The New York Times’ Jonathan Martin and Maggie Haberman reported, Clinton strategists have decided that, even in the general election, firing up certain Democratic supporters is easier than persuading moderates. Clinton will adopt left-leaning policy positions carefully designed to energize the Obama coalition – African-Americans, Latinos, single women and highly educated progressives.
This means dispensing with a broad persuasion campaign. As the Democratic strategist David Plouffe told Martin and Haberman, “If you run a campaign trying to appeal to 60 to 70 percent of the electorate, you’re not going to run a very compelling campaign for the voters you need.”
The Clinton advisers are smart, and many of them helped President Barack Obama win the last war, but this sort of a campaign is a mistake.
This strategy is bad, first, for the country. America has always had tough partisan politics, but for most of its history, the system worked because it had leaders who could reframe debates, reorganize coalitions, build center-out alliances and reach compromises. Politics is broken today because those sorts of leaders have been replaced by highly polarizing, base-mobilizing politicians who hew to party orthodoxy, ignore the 38 percent of voters who identify as moderates and exacerbate partisanship and gridlock. If Clinton decides to be just another unimaginative base-mobilizing politician, she will make our broken politics even worse.
Second, this base mobilization strategy is a legislative disaster. If the next president hopes to pass any actual laws, he or she will have to create a bipartisan governing majority. That means building a center-out coalition, winning 60 reliable supporters in the Senate and some sort of majority in the House. If Clinton runs on an orthodox left-leaning, paint-by-numbers strategy, she’ll never be able to do this. She’ll live in the White House again, but she won’t be able to do much once she lives there.
Third, the mobilization strategy corrodes every candidate’s leadership image. Voters tend to like politicians who lead from a place of conviction, who care more about a cause than winning a demographic. If Clinton seems driven by demographics and microtargeting, she will underline the image some have that she is overly calculating and shrewd.
Finally, the base mobilizing strategy isn’t even very good politics.
It’s worth noting, to start with, that no recent successful first-term presidential campaign has used this approach. In 1992, Bill Clinton firmly grabbed the center. In 2000, George Bush ran as a uniter, not a divider. In 2008, Obama ran as a One Nation candidate who vowed to transcend partisan divides.
The Clinton mobilization strategy is based on the idea that she can generate Obama-level excitement among African-American and young voters. But as Philip Klein documented in The Washington Examiner, Obama was in a league of his own when it came to generating turnout and support from those groups. If Clinton returns to the John Kerry/Al Gore level of African-American and youth support, or if Jeb Bush or Marco Rubio can make inroads into the Hispanic vote, then the whole strategy is in peril.
Furthermore, this strategy vastly exaggerates the supposed death of the swing voter. The mobilizers argue that it’s foolish to go after persuadable voters because in this polarized country there are none left. It’s true there are fewer persuadables, but according to the Pew Research Center, 24 percent of voters have a roughly equal number of conservative and liberal positions, and according to a range of academic studies, about 23 percent of the electorate can be swayed by a compelling campaign.
Today’s political consultants have a lot of great tools to turn out reliable voters. They’re capable of creating amazing power points. But as everybody from Ed Miliband to Mark Udall can tell you, this approach has not succeeded at the ballot box. Voters want better politics, not a continuation of the same old techniques. By adopting base mobilization, Clinton seems to have made the first big decision of her presidential campaign. It’s the wrong one.