As the 2026 midterm elections approach, Senate Majority Leader John Thune is gearing up to rally voters behind the Republican candidates.
This follows the significant triumph of passing President Donald Trump's One Big, Beautiful Bill Act. Thune is now shifting his attention towards promoting the president's landmark law, a key strategy in his plan to increase the Senate Republicans' 53-seat majority.
Despite Democrats' efforts to portray the legislation as detrimental to most Americans, Thune is urging Republicans to champion their "record of accomplishment" and convey a persuasive narrative about the law's advantages that will inspire voters to support Republicans in 2026.
Thune, in a conversation with the Daily Caller News Foundation from his office, emphasized the importance of a targeted approach to voter mobilization. "You've got to have a very targeted, focused way of turning voters out, and be able to deliver your message to them so that theyre motivated and have a reason to turn out," he said.
He also hinted at a comprehensive effort to ensure that the American people fully comprehend the 'big, beautiful' bill and its benefits. According to Conservative Daily News, Thune's strategy is to make the public understand how the law impacts and benefits them.
The early messaging from both Republicans and Democrats suggests that Trump's tax and immigration law could be a pivotal issue in the 2026 election cycle. The success of the Republicans in winning the messaging battle could potentially shape the trajectory of Trump's final two years in office. However, recent polls indicate that Republicans may need to work harder to educate voters about the benefits of the law, as a majority of those surveyed view the president's signature legislative achievement unfavorably.
Despite this, Thune and his Republican colleagues are optimistic that voters will be receptive to their arguments and that many of the bill's individual elements will eventually be seen as popular. Notably, no Democratic lawmaker supported the president's signature law, with many labeling the measure as the "one big, ugly bill."
A July CNN poll revealed that 54% of Americans believe the law's provisions, which include permanently extending the 2017 Trump tax cuts, temporarily protecting certain Americans from taxation on tips, and expanding tax relief for seniors and parents, are more reasons to support the bill than oppose it.
One Nation, a public advocacy organization associated with Thune, has launched an eight-figure advertising campaign in six states, emphasizing the law's tax components. "America is back thanks to President Trump and Leader John Thunes working family tax cuts," one national ad states. "Real relief for every American up early and home late."
Thune highlighted the "working family tax cuts" messaging as the initial message. He also pointed out other provisions in the bill, such as a $1,000 tax-free contribution to a savings account for children born between 2025 and 2028, a slowdown in the rate of spending in entitlement programs, and a new tax maneuver subsidizing private school tuition.
Several Senate Republican hopefuls are already emphasizing how the tax provisions will benefit their constituents. "Our waitresses and waiters all across the state just got a huge lift by not having to pay taxes on their tips," said former Republican Michigan Rep. Mike Rogers, a Trump-endorsed candidate running to turn Michigans open Senate seat red. "These are direct things that impact working families."
Senate Democrats who opposed the law could be vulnerable to criticisms that they voted to raise taxes, according to recent polls. A July poll commissioned by One Nation found that just 12% of voters in four battleground states opposed the "working family tax cuts" messaging.
One Nation has launched a $5 million ad campaign criticizing Democratic Georgia Sen. Jon Ossoff's vote against the president's tax relief and immigration law. Ossoff is considered the most vulnerable Democratic incumbent running for reelection in 2026 due to Georgia's Republican lean and Trump's victory in the state in the previous November.
Democratic lawmakers plan to use the August recess to argue that the president's bill will harm everyday Americans. Some have pledged to hold rallies in Republican districts and states. Thune suggested that Republicans will need to counter Democrats' messaging during the August recess.
Thune is also making progress in other aspects of his midterm strategy: raising substantial funds to promote Senate Republicans' record across various platforms and recruiting "quality candidates" to compete against Democratic challengers.
The National Republican Senatorial Committee, the campaign arm of Senate Republicans, has outpaced its Democratic counterpart in fundraising by approximately $8 million during the first six months of the year. The Senate GOP leadership-aligned Senate Leadership Fund and its affiliates also set a fundraising record for the first half of 2025, raising roughly $85 million.
Thune is collaborating with the president to ensure that electable candidates are in a position to secure the Republican nomination in key swing states.
This fall, Thune will head to North Carolina to fundraise for RNC chairman Michael Whatley in an effort to retain the seat in 2026. Whatley, who is expected to announce a Senate bid for the open seat as early as this week, will enter the race with the president's endorsement.
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