In the weeks leading up to November 5th, Black Americans watched the same story unfold that had plagued our nation's politics for decades. Candidates invest millions of dollars in unreachable advisors, instigate surface-level interactions, and, worse, leave our party, often the largest and most trusted voting bloc in the country. has led to the perpetuation of harmful stereotypes as a way to appeal to one. last.
Between the billions of dollars spent on sneaker sales, Bible sales, celebrity concerts and advertising, one thing has become clear from this election. That means the current election campaign model is broken.
Every two to four years, political parties spend billions of dollars telling Black people and other underserved communities to vote. While we are lectured about our own history of struggle, or accused of dire fear-mongering and empty promises, our cries go unheard.
And yet, time and time again, we stand in line to vote to decide an election, only to be forgotten the moment the voting closes. And four years later, the process begins again.
This strategy, adopted by both sides, was never effective in persuading and mobilizing the base.
Somehow, despite years of calling for change, the Harris-Trump election result left political operatives, pundits, and pollsters stunned and unable to explain the outcome. But let me tell you something. Black workers know exactly what went wrong.
In politics, mobilizing voters requires both inspiration and persuasion. But historically, campaigns have tried to persuade undecided white voters, while non-white voters have been targeted only by mobilization mechanisms that have failed to reach us.
The result is clear: angry voters will vote out of frustration or not vote at all.
The sad reality is that not only are we the least invested, but we are also the first to feel the effects of inadequate and dangerous leadership in Washington.
Less than 48 hours after President-elect Trump declared victory, Black voters across the country began voting. receive text messages He instructed them to prepare for work on the plantation. Just last month, Neo-Nazis marched in uniform Racial epithets were shouted across the streets of Ohio's capital.
Where do we go from here? The fight for freedom and democracy is not new to the NAACP. For more than a century, we have worked in our communities and with Congress and the White House to ensure the protection and advancement of Black Americans. And we are not stopping now.
This cycle, PACs and campaigns spent $11 billion When it comes to political advertising, the NAACP has invested heavily. $20 million just to convince our community to vote; And to support grassroots organizations that have existing relationships with the people we were trying to mobilize.
Black voters need to be persuaded, and successful political persuasion requires a strong ground strategy and direct contact with voters, something that campaigns of the past few decades have largely failed to do.
It can't go on like this. Political movements need new models.
First, operatives sent to battleground states must have direct ties to local communities. We don’t need any more DC elites telling us what to vote for. Second, persuasion should be given as much priority as mobilization. Don't take our vote for granted. Make your case for why we should vote for you. Please give us some inspiration.
Third, the ground game should be the foundation of your efforts, not just a finishing tool. Show us that you are actually invested in our prosperity, that you don't just want our vote, you want us to prosper.
Now more than ever, we need to rebuild our political institutions. Our message to the campaigns already taking shape for 2026 and 2028: If you want to win our votes and save our democracy, don't show up at our doorsteps on election eve. please. Invest in meaningful engagement with your community.
Build a strong ground game and build it now.
Derrick Johnson is president of the NAACP and Dominic Whitehead is senior vice president of campaigns and mobilization for the NAACP.
