As the 2020 election comes to a close, it is hard not to be disappointed as a Libertarian. As a libertarian, there is much room for optimism as many libertarian/classical liberal issues carried the day. Namely, movement toward ending the war on drugs, criminal justice reform, data privacy, etc. advanced nicely across the U.S.
Here are the recent historic totals of Libertarian candidate votes for president:
1996 485,759 Harry Browne/Jo Jorgensen
2000 384,431 Harry Browne/Art Olivier
2004 397,265 Michael Badnarik/Richard Campagna
2008 523,713 Bob Barr/Wayne Allyn Root
2012 1,275,923 Gary Johnson/Jim Gray
2016 4,489,233 Gary Johnson/William Weld
2020 1,705,638+ Jo Jorgensen/Spike Cohen
My first thought was frustration at the Jorgensen campaign performance. But a friend pointed out that the mainstream media largely shut her out (even by Libertarian standards) giving her virtually no interview time or press otherwise. The latest "most important election of our lifetime" along with its highly divisive nature (largely Trump's doing but not entirely) gave little reason for alternatives to the duopoly. This combined with the COVID world was a very unfortunate combination for an outsider looking to gain recognition.
So this setback might just be a fluke. Still, we need ideas on how to generate brand awareness and garner votes. A partial list of ideas (definitely a work in process):
- Get rid of purity tests - The infighting of no-true-Scotsman has to be limited to early primary candidate selection. Once we have a candidate, rally behind them. This doesn't mean we cannot criticize, but know what stage of the game you are in. This also helps broaden the tent. Be a directional libertarian rather than a destination libertarian.
- Focus on uncompetitive states - perhaps never leave California or perhaps more appropriately Texas or just both of those two important states. Imagine building a strong base in demographically and electorally important areas. The Free State Movement envisioned flocking to a small state to dominate politics there, New Hampshire emerging as the destination. Rather than focusing on winning a small state's electoral votes, this would be a strategy of focusing on winning hearts and minds to reshape the policy debate.
- Articulate stances in better sound bites - Help the voters know in the simplest terms why they are taking the leap to support, advocate, and vote Libertarian. A platform of less government is not enough. Specifics are crucial here, but more importantly we need to highlight solutions rather than what sounds to many like retreat into the darkness. A great example is Corey DeAngelis' straightforward and impactful message on school choice/education reform: "fund students (families) instead of institutions" and "let the money follow the child".
- Stop sounding like extremists - This dovetails with the prior idea. “End the Fed”, “Taxation is Theft”, et al. are not salient. Find a way to be against war without sounding like a 60s hippie—pacifism is right but it doesn’t sell. You can’t win support by telling people they are awful. You have to sell the message of hope and progress.
- Look the part - Quit going for shock value. You need to look like a candidate out of central casting. No nicknames on the ballot (e.g., Spike). No taxation is theft hats. The target new voter does not want to elect someone from Comic-Con.
- Focus on a few key, pivotal issues that resonate in the current election - Might I suggest The Big Five?
- Get more exposure in mainstream channels - We have to bring the message to a much broader audience. We are certainly still in the brand awareness stage of marketing. Where is the Free To Choose of the modern era? Perot built a voter base from primetime segments he paid for and starred in. How about a libertarian town hall? How about starting this now and developing some multi-year momentum?
These are just some ideas. We need lots more.
Of course I'm not the only one thinking about this (this short video summarizes the current debate).
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