How top Democrats are already gearing up for 2028 online
'You want to build up a strong email and text list for a few reasons — it'll increase your name ID, you can raise money for other candidates, and then raise money for yourself,' said Mike Nellis, a Democratic digital consultant. 'If you're not spending money on growing the biggest possible audience for yourself right now, then you're being foolish. Frankly, all of them could be spending more money on it.'
Leadership PACs also allow political figures in blue states to steer money to competitive races, including by directly donating to vulnerable candidates or state parties, or by fundraising on their behalf. California Gov. Gavin Newsom, for example, has long tapped his extensive email and text lists to raise money for other candidates. Such efforts help blue-state Democrats build relationships across the country and engender goodwill within the party.
'Investing in your leadership PAC money now is critical because you have to build your fundraising operation now.' —Pete Giangreco, Democratic consultant
The PACs also run ads aimed at recruiting online backers. Newsom's leadership PAC, Campaign for Democracy, invested another $1.5 million in digital ads in late June, according to its filing. The PAC, which launched in 2023 with a major transfer from Newsom's gubernatorial campaign, reported $4.4 million cash on hand at the end of June.
Digital advertising helps candidates expand their name recognition and recruit donors outside their home states.
'It's the small donations from folks like you that have the greatest impact,' read one ad that Beshear's PAC, In This Together, ran on Facebook in June. 'Your support helps us do what matters most: elect decent, compassionate leaders in Kentucky and nationwide.'
Kentucky Gov. Andy Beshear ran digital ads this year that focused on his home state but also reached a national audience. | AP
Beshear's group, which has $496,000 cash on hand, spent $30,000 on digital advertising through the end of June, according to its FEC report.
While Beshear's PAC has run Facebook ads that predominantly target his home state of Kentucky , it has also reached an audience across the country, according to data from Meta's digital ad library. Similarly, Facebook ads from Whitmer's group, Fight Like Hell PAC, have predominantly targeted Michigan users — but with some national promotion, too. Hers has $2.6 million cash on hand.
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