Messaging Guide

Government spending

Begin in agreement, for example: I support a balanced budget and believe we need to be careful to avoid wasting taxpayer dollars.
Use values, for example: Justice, equal justice, civil justice, equal opportunity, fairness, fair rules, fair markets, level playing field, security, safety, protection.
Show how they benefit, for example: These programs will strengthen our community and, directly or indirectly, they will benefit all of us.

Most persuadable Americans believe that a large percentage of tax dollars go to waste, although they could not explain what they would cut. In our own way, we—the progressives—agree. We know that a great deal of government money is wasted on direct and indirect subsidies for the rich. Don’t be defensive about government spending, explain that you agree that tax dollars are being misspent and that you will fight against waste.

Say… I support a balanced budget for our state/city/county and believe we should not waste a penny. Right now, some government contractors get excessive subsidies and sweetheart contracts, and we’ve got to crack down against it. We ought to pay fair wages and benefits to workers, and fair prices for projects and equipment. The smarter our spending, the more all of us receive from it.

Of course, progressive policies often involve the delivery of social services. Arguing for these can be a challenge because we must navigate a minefield of negative stereotypes and preconceptions. When talking about social services:

Don’t say… Welfare, safety net, entitlements
Say… Basic needs, basic living standards, necessities, assistance, support, can’t make ends meet

As you surely know, there is a strong stigma attached to the word welfare, so don’t use the term. The stigma is connected to the idea that recipients of government assistance are lazy and/or cheaters. Whenever possible, avoid phrases like safety net and entitlements, and instead talk about basics or necessities.

Even more important than the way you describe a social services program is how you describe the people who receive services.

Don’t say… Beneficiaries, the poor, people in poverty, welfare recipients, seniors
Say… Children, the elderly, people with disabilities, families, workers trying to provide for their families, people in need of temporary assistance

Outside of the progressive base, it is difficult to convince Americans to support a policy that appears to benefit people other than themselves, their families and their friends. So whenever possible, show voters that they personally benefit from your policy, even when that benefit is indirect. Argue that the policy is for us, not them.

Also, when you talk about aiding other people, make sure to describe them as deserving. You can explain they are children, the elderly, and people with disabilities. When the recipients are adults, say that they are hardworking or want to work. And because the programs you support undoubtedly benefit them, freely use the word families. We are pro-family; the right wing is not.

Persuadable voters are more strongly moved by a plea framed as protecting people from being denied needs, necessities or protections than one framed as giving the exact same public service, especially when it’s called a right or benefit. So don’t talk about giving rights or benefits.

Finally, while Americans usually favor cutting government budgets, they also usually oppose cutting specific programs. They don’t want to cut health, education, libraries, parks and recreation, roads and sidewalks, criminal justice or anything else that might benefit them personally. If you’re in a back-and-forth discussion about budgets, talk about specific programs and show that the cost of wasteful corporate subsidies far exceeds some particular social policy.