One week after winning the election, Gov.-elect Mikie Sherrill (D-NJ) unveiled her affordability-focused campaign blueprint that her campaign manager said brought her to victory in the Garden State.
Sherrill prioritized issues that concerned New Jersey voters, like rising utility costs, in her race against failed Republican nominee Jack Ciattarelli. The Democratic congresswoman’s win was one of many races that sent President Donald Trump and Republicans reeling following their decisive victory across the nation last year.
Alex Ball, the campaign manager for Sherrill, said affordability played a key role in handing the New Jersey Democrat the win.
“When communicating about affordability, Mikie didn’t talk like a typical Democrat,” she wrote in a campaign memo published by Politico on Wednesday. “Mikie’s affordability message was rooted in the no-nonsense, military ethos of finding a way or making one, vowing to take on anyone on her mission to drive costs down. She talked about not just holding others accountable, but challenged New Jerseyans to hold her accountable as governor.”
While running, Sherrill used her experience as a Navy helicopter pilot to distinguish herself from her opponent. Although the public became aware of her involvement in the Naval Academy’s 1994 cheating scandal, that ultimately didn’t hurt her in the race. She went on to beat Ciattarelli by nearly 14 points, with strong support from women and younger voters.
Among her accomplishments cited in the memo is Sherrill’s ability to shift all 21 counties in New Jersey to the Left and flip several swing counties that voted for Trump last year. She also made an effort to mobilize Latinos and black voters, resulting in a record turnout among both demographics. Sherrill received at least 85% support in majority-black towns and at least 65% support in majority-Latino towns.
“Mikie connected with traditional Democratic constituencies and forged bonds with new ones,” her campaign manager said. “In other words, Mikie is at the leading edge of building the next Democratic Party.”
Ball added her boss understood she was leading one of the first campaigns before the 2026 election cycle rather than one of the last campaigns of the 2024 cycle.
“She directed her campaign to think differently and look forward. That resulted in a sharper understanding of the electorate, the issues, and the mood,” she said, contrasting Sherrill’s approach with Ciattarelli’s outreach to Trump voters. “And, it merits pointing out, Mikie’s understanding of the electorate and approach to this campaign were sharper than the opinions of many pundits, pollsters, and members of the press.”
Democrats are especially confident about winning voters on the affordability issue in 2026, although Trump has since Election Day declared the issue “dead” under his administration and, therefore, useless in helping Democrats win next year.
TRUMP SAYS AFFORDABILITY IS A ‘DEAD’ ISSUE. HIS RECENT PROPOSALS SAY OTHERWISE
Countering Trump’s narrative, Ball argues Democrats can keep their momentum heading into the 2026 midterm elections if they address issues that resonate with voters.
“Lean into a modern approach to campaigning that competes everywhere, for every voter, with a message relentlessly focused on the issues voters care about. When you understand who your electorate is, and you communicate with them, they respond,” she wrote. “That is the key to winning in 2026 and beyond.”