A massive liberal donor network is planning to spend “ten of millions” of dollars on new media to counter conservatives.
Democracy Alliance, founded in 2005 to pool liberal funds, spent most of 2024 trying to flip House seats in New York and California. The group has spent $2 billion on electoral campaigns, media outlets, and think tanks since its creation. But following the new media success of conservatives, the group is shifting its strategy to developing alternative media, Semafor first reported.
“It became crystal clear after 2024 that we collectively had relied too much on forms of media that were not reaching people,” Pamela Shifman, president of Democracy Alliance, told Semafor. “Too much focus on paid advertisements, too much focus on broadcast television, and that is simply not where the majority of people consume their news.”
The 2024 election cycle – during which President Donald Trump and Vice President JD Vance made huge gains through appearances on podcasts — convinced liberal donors to change their strategy.
“Donors are more fired up, are more clear about the stakes, and more ready to go all in to defeat authoritarianism,” Shifman said. “Because it is more than just about one election, right? It is about defeating authoritarianism.”
An internal memo recommended donors invest in Democracy Alliance’s new media fund, which would promote organizations such as More Perfect Union, an advocacy journalism nonprofit. The fund would also help liberals break into predominantly conservative spaces, such as Make America Healthy Again influencing, Semafor reported.
In 2024, President Donald Trump went on a variety of podcasts, including those hosted by Joe Rogan and Theo Von, for interviews that got millions of views. Former Vice President Kamala Harris, the 2024 Democratic nominee, attempted to counter by going on podcasts such as Alex Cooper’s “Call Her Daddy,” but her efforts failed to sway voters.
“The right has spent decades cultivating and organizing young people,” the memo, which was shared with Semafor, said. “They build relationships through culture and community — and engage in politics after. We can’t cede these voters. It’s time for progressives to invest heavily in our own trusted messengers who can meet young people where they are — both online and in-person.”
Shifman told Semafor the problem has been progressives’ messaging strategy.
“That is not why we are losing, because the Democrats are too ‘woke,’” Shifman said. “Our strategy really is about meeting people where they are. And we also need to have a vision of what we are going to do to improve people’s lives.”
New York City Mayor Zohran Mamdani used social media to effectively reach voters, she said.
“I live in New York, and I saw the Mamdani campaign use media and tactics that reached people, that spoke to people, that resonated with people, and that was joyful and positive and compelling,” Shifman said. “It doesn’t have to be negative to reach people.”
Despite Mamdani’s ability to reach people and sell a message, his administration has stalled as he’s been forced to beg for more money to fund his socialist agenda.
