Dear MoveOn member,
Today, as first reported by CNN, MoveOn launched a seven-figure ad on the economy—the No. 1 issue in this election—with two partner organizations, the Working Families Party and Future Forward.1
It’s our closing argument before Election Day. We are making the final case to American voters that Vice President Kamala Harris is on the side of working people, while Donald Trump absolutely is not.
The ad is airing on streaming services in all seven battleground states and is targeting late-deciding, less political, working-class voters, as well as those voters who have been third-party curious. It can also be seen on YouTube.
It’s a very large ad buy, but we had to do it—because this is the final stretch, and we’re leaving everything on the field.
But here’s the thing: We hadn’t budgeted for this ad; we didn’t think we’d have to do something like this so late in the game.
But this election is too close—and the stakes are too high—for us to sit this out.
It’s critical that we reach on-the-fence voters, and this ad is how we’ll do it.
We know that you’ll be shocked by the cost of this ad. It’s a seven-figure ad buy, but with all of the political spending in this election, that’s what the going rate is. We couldn’t have done it without crucial allies, and we wouldn’t spend the money if we didn’t think it had to be done.
Now, we urgently need additional funds for the final stretch to continue our other critical work to reach voters.
We want you to watch the ad, but here’s a preview:
Against the backdrop of powerful images, our ad says:
“Most of us work hard to care for the people we love and build a better life. But corporations are making record profits, getting richer off our backs, while we work harder. Kamala Harris will make sure we keep more of what we earn–cracking down on price gouging, lowering the cost of housing and prescription drugs, and making the rich pay their fair share in taxes. Vote Kamala Harris. She’s with us. Not with them.”
And it closes with an image of Trump and his billionaire buddy Elon Musk.
Before launching the ad, we tested it with voters in our target audiences, and it performed extremely well across every demographic in each swing state.
The results blew us away. They were among the best we’d seen for an ad during this entire election cycle.
That’s why we knew we HAD to launch this ad, with the help of crucial partners, at a massive, impactful, difference-making, seven-figure scale.
But we have crucial work we must continue in the final week, including …
- Phone-banking more than one million voters
- Microtargeted ad campaigns so that each voter sees the ad most persuasive to them across multiple digital channels
- Partnerships with social media influencers
- Our community vote tripling program that helps voters reach out personally to their family and friends to remind them to cast a ballot. Studies show this program as much as five times more effective than traditional voter outreac
- Field organizers on the ground in battleground states who are running canvasses to reach the critical voters who will decide this election.
We can’t afford to pull even a little bit away from this crucial work. Not even for this incredibly powerful ad campaign. So we’re counting on you to help fill this funding gap for the final stretch.
The New York Times editorial board wrote powerfully on Sunday: “Donald Trump says he will prosecute his enemies, order mass deportations, use soldiers against citizens, abandon allies, play politics with disasters. Believe him.”2
They used Trump’s own words to outline his dangerous plans in each of these areas, repeating each time, “Believe him.”
We believe him and know what he’s capable of. And we know that the Trump-packed Supreme Court won’t stop Trump. Remember, the Supreme Court ruled this year that Trump can’t be prosecuted for crimes he commits as president.3
And we know that the political staff who held Trump in check—to an extent—in his first term have since abandoned him and are sounding the alarms about how dangerous he is. They have been replaced by MAGA die-hards who are endlessly loyal to Trump and will alway put him above us and our country.4
And that’s why in these final six days before the election, we MUST do everything possible to get every left-leaning voter in the battleground states to the polls. But it’s going to take all of us doing everything we can.
Thanks for all you do.
–Britt, Amanda R., Alyssa, Isbah, and the rest of the team
P.S. Bruce Springsteen and Beyoncé are reminding their friends and family to vote, and we need voters in key battleground states to join them! RSVP now to call Harris-Walz supporters and ask them to triple their impact by reminding people to vote.
Sources:
1. “Democratic groups launch new ad in push for low-propensity voters and people considering third parties,” CNN, October 28, 2024
https://www.cnn.com/politics/live-news/trump-harris-election-10-28-24#cm2tknqsk00283b6nahr6pico
2. “Donald Trump Says He Will,” The New York Times, October 27, 2024
https://www.nytimes.com/interactive/2024/10/25/opinion/what-trump-says.html
3. “Justices rule Trump has some immunity from prosecution,” SCOTUSblog, July 1, 2024
https://www.scotusblog.com/2024/07/justices-rule-trump-has-some-immunity-from-prosecution/
4. “As Election Nears, Kelly Warns Trump Would Rule Like a Dictator,” The New York Times, October 22, 2024
https://www.nytimes.com/2024/10/22/us/politics/john-kelly-trump-fitness-character.html
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