Donald Trump says he wants to hold a major campaign event at New York's Madison Square Garden featuring Black hip-hop artists and athletes. His aides speak of making appearances in Chicago, Detroit and Atlanta with leaders of colour and realigning American politics by flipping Democratic constituencies.
But five months before the first general election votes are cast, the former president's campaign has little apparent organisation to show for its ambitious plans.
The Trump campaign removed its point person for coalitions and hasn't announced a replacement. The Republican Party's minority outreach offices across the country have been shuttered and replaced by businesses that include a check-cashing store, an ice cream shop and a sex-toy store. And campaign officials concede they are weeks away from rolling out any targeted programs.
The presumptive Republican presidential nominee has struggled to navigate a messy transition into the general election plagued by staffing issues, his personal legal troubles and the “Make America Great Again” movement's disdain for so-called “ identity politics.” There are signs of frustration on the ground, where Republicans believe Trump has a real opportunity to shift the election by cutting into President Joe Biden's advantage with voters of colour.
“To be quite honest, the Republican Party does not have a cohesive engagement plan for Black communities,” said Darrell Scott, a Black pastor who served as a senior advisor on Trump's 2016 and 2020 campaigns. “What it has are conservatives in communities of colour that have taken it upon themselves to head our own initiatives.”
In Michigan, a critical battleground that flipped from Trump to Biden four years ago, several party officials confirmed that the Republican National Committee, overhauled by Trump allies after he clinched the nomination in March, has yet to set up any community centres for minority outreach. Office spaces to house the centres have been offered up by community members, but staffing has been an issue, said Oakland County GOP Chair Vance Patrick.
“We've got all these carts but we have no horses yet,” said Patrick. “So, it's all about making sure we have staffing when we open up these offices.”
On-the-ground political organising has long been a hallmark of successful presidential campaigns, which typically invest tremendous resources into identifying would-be supporters and ensuring they vote. The task may be even more critical this fall given how few voters are excited about the Biden-Trump rematch.
The Trump campaign hired a national coalitions director in October 2023, almost a year after he launched his campaign. But the staffer, Derek Silver, departed in March without explanation, according to two people familiar with the matter who spoke on the condition of anonymity to share internal discussions. Silver did not return multiple requests for comment and no replacement has been announced.
Trump's advisors reject criticism that they're not doing enough organising or spending to reach minorities. James Blair, the campaign's political director, said the campaign would not “broadcast” its spending or staffing levels, “but I assure you, it's enough to ensure President Trump's historic surge in support amongst Black and Hispanic voters sticks in November and beyond.”
Lynne Patton, a senior adviser on the campaign overseeing coalitions work who has worked closely with the Trump family for decades, said that Trump's political team is laying the groundwork for a robust minority outreach program, although largely in private.
“We are speaking with Black leaders, we are speaking with small business owners, we're speaking with famous athletes, hip-hop artists, some of whom I think you'd be surprised if you knew who was talking with us right now,” Patton said in an interview. “These are people who are expressing openness to supporting President Trump both publicly and privately.”
Polls show that many Black and Hispanic adults are dissatisfied with Biden. According to AP-NORC polls, Biden's approval among Black adults has dropped from 94 per cent when he started his term to just 55 per cent in March. Among Hispanic adults, it dropped from 70 per cent to 32 per cent in the same period.
And an April poll by the Pew Research Centre confirms the problem is especially acute among younger adults: Just 43 per cent of Black adults under 50 said they approve of Biden in that poll, compared with 70 per cent of those age 50 and older. Among Hispanics, 29 per cent of younger adults said they approve, slightly less than the 42 per cent who said that among those 50 and older.
Trump's allies argue that increased frustration about crime, inflation and immigration may win over some voters of colour who have previously been less receptive to Trump's record and divisive rhetoric.
Biden has been spending millions of dollars on ads targeting Black and Latino voters in presidential battleground states. That's in addition to dozens of new office openings in minority neighbourhoods. All the while, Biden's team has frequently dispatched Vice President Kamala Harris, the nation's first Black female vice president, and other prominent leaders of colour to key states.
“Donald Trump and MAGA Republicans proudly admitting that they have no real strategy to reach Black voters because they believe all they need is rap concerts and free chicken is only surprising if you haven't paid attention to Trump's fraudulent relationship to Black America for years,” said Jasmine Harris, the Biden campaign's Black media director, who described Trump as “a fraud” who “takes every opportunity available to him to demean our community.”
Republican strategist Alice Stewart, a veteran of several GOP campaigns, said she's confident that the Trump campaign will ultimately do what's necessary.
“But the key is they can't just talk about minority outreach,” she said. “They have to do it.”
