Trump spends millions to keep his face on every ballot

President Donald Trump recently told supporters at a campaign rally to close their eyes and pretend he was on the ballot. The statement captured the strategy behind his push to influence the upcoming congressional elections. He has scheduled a series of events across the United States to maintain a central role in the race despite not seeking office himself.

Political groups linked to the president have spent at least $277 million since September 1 to aid Republican candidates. This expenditure came from a war chest that held $416 million at the start of last month. The funding supports a campaign that relies heavily on Trump’s personal brand rather than standard party messaging.

Trump has inserted his image into nearly every aspect of the Republican effort. He organized the details of the first mid-term convention in Dallas, where he appeared on both nights of the event. Merchandise featuring his likeness, including hats and beer cans, was sold to attendees. He also promised supporters $5,000 checks if Republicans retain control of Congress, a proposal that would require legislative approval.

The president has used taxpayer funds to air television ads celebrating his achievements. One spot mirrored an advertisement from the 2024 election cycle. This approach contrasts with the party’s attempt to highlight policy wins such as lower drug prices and border security. Trump’s focus on his own image has drawn criticism from some Republican strategists who fear it alienates moderate voters.

Polling data suggests the strategy carries risk. An AP-NORC survey from late September found that only 17% of US adults approve of how Trump handles the cost of living. A CNN/SSRS poll conducted in mid-October showed that nearly 40% of registered voters said they would vote against Trump in the legislative elections. Only about 20% indicated they would vote in support of him.

Richard Czuba, a veteran pollster, noted that the president’s self-focus pushes undecided conservatives toward the Democrats. He described Trump as the dividing line in the election, with more voters disapproving of his work than approving of it. The White House maintains that the choice is clear between a common-sense agenda and liberal obstruction.

Trump has largely held his rallies in solidly Republican states or conservative areas of swing states. This tactic ensures large crowds but limits exposure to undecided voters. Jessica Mackler, president of EMILY’s List, said the strategy creates opportunities for Democrats in races previously considered safe. She observed that frustration with the current agenda is driving voter turnout in unexpected districts.

Cindy Downes, a 67-year-old retiree in Iowa, voted early for Republican candidates because of Trump’s endorsement. She expressed trust in his judgment. LuAnn Bird, a 72-year-old in Wisconsin, supported Democrats in part to oppose Trump. She described voting against him as a positive act. The election takes place next week, with the outcome of several key congressional seats remaining uncertain.