What they’re saying: “Not only is it advantageous [to talk about Trump], but it’s necessary,” said Paul Maslin, a Democratic strategist who was Howard Dean’s campaign pollster in 2004. “The risk is much greater to not do it because he dominates our politics and what is driving the news.”

Maslin pointed to Trump’s unfavorable rating among Democratic voters (93%) and said that’s evidence enough that candidates should be talking about him.

That toxicity among Democrats can help in tangible ways, too. “To raise money, Donald Trump’s name is magic with Democratic donors,” said Jim Messina, Barack Obama’s 2012 campaign manager.