Alexandria Ocasio-Cortez, In Her Own Words - two weeks after her primary victory. She knew that her opponent Joe Crowley was a standard DCCC sort of candidate, so she focused on something that JC would not be doing.
From the beginning, I was always focused on organizing people, building a coalition, and deepening that coalition with other organizers. The campaign was almost entirely focused on physical organizing and digital outreach to reinforce that physical organizing.
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We knocked on 120,000 doors. We sent 170,000 text messages. We did another 120,000 phone calls.
Also registering people to vote, and getting people to change their party affiliation to Democrat so they can vote in the primary.
Honestly, that was the hardest canvassing of the entire campaign, a year ago. That was the most slammed doors I got, the most people yelling at me. I picked up the phone, and people would be cussing me out. And I said, “Listen, I get it. I get why you don’t want to be a Democrat.”
She says "We didn’t rely on people who knew how to do these things. We counted on having a message that got people fired up." - part of her success was having a bold platform, instead of wringing one's hands about how we can't do anything worth doing. The campaigning was easy to learn and not very difficult, though reaching a lot of people was very time-consuming.
JC's campaign had TV ads while AOC's didn't. JC's mailer AOC calls here also a "Victoria's Secret catalog", and JC sent more copies out of his than AOC did with hers. But JC barely campaigned on the ground, which is where most of AOC's operation was.
But we were not outworked in the street. There was a very light field presence. He had people out there, but it wasn’t that many. We had hundreds of volunteers coming in. Towards the end, people were driving in from Massachusetts, from Ohio. A guy flew in from Iowa. That is the advantage of an enthusiasm gap. The media may not have been paying attention to our race, but everyday people very much were.
She was also not much bothered by much of the coverage, like that she won for demographics reasons, like being a Puerto Rican favorite daughter. She credits her activist supporters for her victory, and a variety of sorts of activists at that.
I still can’t believe that someone will wake up and say, “I want to be the congressman or a senator.” They organize their entire campaign around that person’s individual identity. They’ll say, “I’m the best person for this job,” and then they literally try to organize thousands of people around the rallying cry of, “I’m awesome.”
Hillary Clinton tried something like this with her slogan "I'm with her".
AOC notes "There is this illusion among Democratic incumbents that New Yorkers love them, that New Yorkers love the Democratic establishment." Since they don't like Republicans very much, their main choice is in the primaries, and that is where AOC had her biggest electoral triumph. That is also where she faces an electoral challenge next year - "The Establishment Strikes Back", one might say.
Then she gets into expanding the electorate. She didn't just go to "triple prime" people, people who voted in the last three primaries, and she got people interested because of her campaign promises, like Medicare for All and tuition-free public colleges.
As to why her strategy might not work in the heartland, Bernie Sanders did well in a lot of it, and losing 1000 seats is not exactly a winning strategy. She also argued that it is not enough to say “Trump is a terrifying demagogue, and he’s going to be a disaster for our democracy,” even though that is entirely correct. One ought to have some more positive vision. That is what Bernie Sanders and Elizabeth Warren offer, and that is what the others offer much less of, if any at all. Kamala Harris's "For the People"??? I like her, but I'm disappointed in her.
"I think there was a real attempt to get me to really rip apart the establishment and create this antagonistic fight in the wake of my win." She isn't interested in such thing, but instead in building a movement.