As an independent candidate for the United States Senate in 2024, I learned a few valuable lessons to consider if you are contemplating being or supporting a future independent candidate for office yourself.
Let’s start with this as a base point, which bodes well for the future but not so much for the present.
Political scientists have been fond of saying of late that if “independent” were an organized political party, it would dominate American politics. ?That’s quite a statement today when you consider the longevity of America's two major political parties.
Even more astoundingly, extreme political positions, obstructionism, parochialism, legislative paralysis in Washington and many of our state capitals, and selfish perspectives at the expense of the public good have resulted in some 43% of Americans concluding today that they consider themselves politically independent voters.
Such voters think of themselves as independents regardless of current registration instead of being considered traditional Republicans or Democrats.? This finding is courtesy of one remarkable Gallup poll in January 2024, which foretells a political realignment whose impact is yet to be measured but is in progress.[i]
For context, let me share with you what type of independent candidate I was for Florida.? I am a moderate-to-center-right voter and describe myself as fiscally conservative and socially rational.? In a state that tends to vote increasingly more center-right-to-conservative, my Republican opponent, the incumbent, sat on the extreme right-wing side of the political spectrum. In contrast, my Democrat opponent sat on the extreme left-wing side of the political spectrum.? Much of the political center from moderate-to-center-right and moderate-to-center-left was left to me to promote. Where do those voters go now?
So, with a base point established and context provided, what has running for office as an independent in 2024 yielded in knowledge and realization?
- Party Structure – Independents have no significant party structure to rely upon.? Yet. Major parties provide candidates with organizational support, including campaign staff, voter databases, and fundraising mechanisms. Independents do not yet have a viable party structure to count upon and, therefore, must build all this from scratch to enjoy the benefits of an organized structure for recruiting, opposition research, policy development, running for office, and registering new or changeover voters.? With a competing party structure, especially a more collaborative one, independents can and will win offices in future election cycles.
- Fundraising - Independents have fewer fundraising channels, while major parties have established donors, political action committees (PACs), and super PACs to draw from. Independents often rely more heavily on grassroots fundraising or self-financing. The absence of a viable statewide, regional, or national pool of prospective contributors is a significant hurdle that independents must overcome to be competitive in local and statewide races.
- Social Media - While it presents a unique challenge, social media could be a great equalizer to well-funded major party candidates. Building a following takes considerable time, and effectively?communicating with that group requires skill. However, the potential of social media as an equalizer is immense. It should inspire independent candidates to invest in this platform, as social media offers a more level playing field and the potential to reach a broad audience, instilling a sense of hope and optimism.
- Marketing - A compelling campaign message is crucial and empowering for independent candidates. Alongside appealing art for your campaign, compelling messaging helps connect with prospective voters. An engaging website with interactive media to supplement the written material is essential, making your campaign more digestible. It's not just about what you say but how you say it and the impact it can have on your audience. A vigorous campaign message can instill confidence and empowerment in independent candidates.
- Skeptical Media - The news media rarely covers independent candidates because they are not viewed as viable when judged by money raised or are often labeled as “a wasted vote.”? Donors usually share this concern about viability, which results in donors and media alike being hesitant to support independent candidates due to the perception that they are less likely to win, leading to fewer contributions and fewer earned media stories.? Less media comes as independent candidates often struggle to gain the same media exposure as major party candidates. News organizations are more likely to cover the mainstream candidates with better name recognition and more significant followings.? Acknowledging the uphill battle with media coverage should make independent candidates feel validated and understood.
- Polling – Many polls fail to give respondents the option of supporting an independent candidate, meaning the polls are skewed against the candidate who is neither a Democrat nor a Republican.? Nevertheless, these polls absent independent candidate options are frequently cited as evidence of a closer race that ignores the independent factor.
- Engagement - Voters said they prefer options other than a Democrat or Republican but have been primarily unresponsive to fundraising and get-out-the-vote appeals from independents. Parties have established networks of volunteers and activists to canvass, organize events, and get out the vote, which is more challenging for independents to replicate.
- Public Appearances - Finding and securing available public appearances and receiving invitations is an essential element of independent campaigning, whether you create those opportunities with coffees, for example, or they come to you from your neighborhoods. Retail?grassroots campaigning is very effective and should not?be ignored by independent candidates.
- Debates - Major party candidates are incentivized to exclude independent voices from debates, and debate organizers are inclined to grant that restriction to the major party candidates. Thus, independents are often excluded from televised debates, typically hosted by organizations that require certain polling thresholds, limiting their ability to reach a wider audience.
- Collaboration - Independent organizations do not collaborate to get their groups on the ballot, which fractures the available independent vote.? More collaboration among independents will make their collective ambitions to be public servants worthwhile.
- Polarization and Two-Party Dominance - Partisan loyalty in the United States runs deep now that our politics are highly polarized, with most voters strongly identifying officially with one of the two major parties. It can be difficult to attract voters across the ideological spectrum or even to get them to break from their traditional party loyalty.? But, then again, most Americans admit the two-party system is broken.
- Party Label - Many voters use party affiliation as a shortcut to understand a candidate’s position better. Without that major party label, independents struggle to communicate their platform or may be seen as less credible or severe.
- Appealing to Disillusioned Voters - Independents benefit from capitalizing on partisanship frustration. Many Americans are frustrated with the two-party system and increasing political polarization. Independent candidates can tap into this dissatisfaction by presenting themselves as a unifying alternative or a pragmatic choice focused on issues rather than party loyalty.
- Non-Ideological Platform - An independent candidate is freer to craft a platform that cuts across traditional party lines, appealing to?left-leaning and right-leaning voters on different issues, not just the extremes represented by each major party.
- No Party Constraints - Independents aren’t beholden to the party platform, allowing them greater flexibility in crafting policy positions tailored to the electorate’s specific concerns. This flexibility can help them build a broader coalition of supporters.
- Authenticity Status - Independents can present themselves as outsiders who are?not part of the political establishment. This can be particularly appealing to voters seeking change or distrusting party politics.
- Direct Voter Connections - With a party's infrastructure, independent candidates can run more grassroots-oriented campaigns. This can lead to more robust, more personal connections with voters, potentially creating a loyal and passionate base.
- Political Norms Are Disrupted - Independents can use innovative or nontraditional campaign tactics to stand out, which might resonate with voters tired of conventional politics.
- Bridge-Builder - In a polarized political environment, an independent candidate can appeal to the desire for compromise and cooperation, positioning themselves as someone who can work with both parties without being beholden to either and capable of holding both major parties more accountable to the electorate.
- The Outsider Narrative – Being independent can sometimes?be a campaign strength, allowing candidates to frame their candidacy as a rebellion against entrenched political elites, party politics, and special interest groups.
- Breaking From Negative Party Associations – Independents can distance themselves from the negative perceptions associated with the major parties, such as corruption, inefficacy, or partisan fighting.
Running independently for federal, state, or local office presents a quiver full of obstacles, especially regarding infrastructure, fundraising, and breaking through time-tested media and donor filters.
However, if an independent candidate can successfully harness voter disillusionment with the two-party system and run a campaign that resonates with moderates, independents, and disengaged voters, that independent candidate could stand out as a compelling alternative.
The structural advantages of the major parties make it a steep uphill battle for most independent candidates. Still, the lessons learned in 2024 might greatly benefit independents who will run and volunteer in 2025, 2026, and beyond.
Stay tuned. The next elections, where practical independents might play an even more dominant role, are just around the corner in a world where dissatisfaction with the two major political parties grows.
