Democrats Throw Money at a Problem: Countering G.O.P. Clout Online
At private gatherings, strategists and donors are swapping ideas to help the party capture the digital mojo that helped President Trump win. Yes, there’s a price tag.Six months after the Democratic Party’s crushing 2024 defeat, the party’s megadonors are being inundated with overtures to spend tens of millions of dollars to develop an army of left-leaning online influencers.At donor retreats and in pitch documents seen by The New York Times, liberal strategists are pushing the party’s rich backers to reopen their wallets for a cavalcade of projects to help Democrats, as the cliché now goes, “find the next Joe Rogan.” The proposals, the scope of which has not been previously reported, are meant to energize glum donors and persuade them that they can compete culturally with President Trump — if only they can throw enough money at the problem.Democrats widely believe they must grow more creative in stoking online enthusiasm for their candidates, particularly in less outwardly political forms of media like sports or lifestyle podcasts. Many now take it as gospel that Mr. Trump’s victory last year came in part because he cultivated an ecosystem of supporters on YouTube, TikTok and podcasts, in addition to the many Trump-friendly hosts on Fox News.The quiet effort amounts to an audacious — skeptics might say desperate — bet that Democrats can buy more cultural relevance online, despite the fact that casually right-leaning touchstones like Mr. Rogan’s podcast were not built by political donors and did not rise overnight.Wealthy donors tend to move in packs, and some jaded liberals worry that the excitement could cause money to flow into projects that are not fully fleshed out. They argue that the latest pitches on the left are coming from operatives who are hungry to meet donors’ demand for a shiny new object. In a break from the past, some of the Democrats’ new ventures are for-profit companies.And so far, there are still more ideas than hard, committed money: One Democratic operative described compiling a spreadsheet of 26 active projects related to creators, over a dozen of which are new since November. But a few of the efforts have ties to major donors that could give them liftoff.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More
