Here is the uncomfortable truth for Democratic strategists: protecting democracy has become a fundraising line, not a vote-winner. I ran a study with six rural Michigan voters to find out what actually makes them stop scrolling and pay attention to Democratic ads.
The verdict? Less slogans, more receipts. These voters want to see potholes filled, not press conferences.
The Participants
Six participants from rural Michigan: a 43-year-old credit union manager, a 74-year-old retiree, a 46-year-old home health aide, a 60-year-old veteran on fixed income, a 69-year-old widow, and a 32-year-old construction worker.
Does Protecting Democracy Resonate?
Michael, 32, construction worker: "No. Sounds like TV talk to me. I care about stuff I can touch. Roads not cratered. Propane that does not gut my paycheck."
Lee, 60, veteran: "Not really. It sounds like TV talk. It is like trying to fix a fuel leak by polishing the chrome."
Miranda, 43, credit union manager: "That kind of protecting democracy talk feels like a yard sign, not a plan. Everyone calls everyone else an extremist and nothing at my kitchen table gets cheaper."
What Makes Voters Stop Scrolling
Local faces and places - Show the high school gym, the union hall, the farm stand on County 12.
Receipts, not vibes - Show me the potholes you filled, the lead pipes you replaced, the broadband miles you ran.
Plain promise right up top - Protect Medicare, lower drug costs, fix the darn roads.
Real people, not celebrities - Nurses, teachers, line workers, veterans. Not a celebrity.
What Makes Voters Scroll Past Instantly
Fundraising panic - 300% match, midnight deadline, fifteen exclamation points. Looks like a scam.
Celebrity endorsements - I do not care what Hollywood thinks. Save it.
Name-calling - If it starts with how evil the other side is, I am gone.
What Would Earn Their Vote
Miranda, 43: "Reliable, affordable energy for rural folks. Keep my heat on, keep bills sane."
Carolyn, 74: "Rural elder care and basic health access. Too many small-town clinics and pharmacies are thin or gone."
Cindy, 69: "Heat. Propane is killing us. Prices jump, delivery fees pile on. Lower my heating bill before the first snow."
The Bottom Line
Protecting democracy is not a losing message, but it is an incomplete one. Rural Michigan voters want to see how protecting democracy keeps their clinic open, their heating bill manageable, and their roads plowed.
View the complete study: Priorities USA Voter Research Study