Longwell has conducted focus groups across the country with Republicans who voted for Trump in 2016 to catalogue his strengths and weaknesses with them. RVAT is using its findings to develop messaging designed to convince GOP voters unhappy with Trump, and who might have never voted Democrat before, that it is acceptable to support Biden. States likely on its target list include Arizona, Florida, Michigan, North Carolina, Pennsylvania, and Wisconsin.

Miller, who said RVAT has gained 2,000 new donors since launching in late May, said the crucial element in the group’s messaging is that it relies on testimonials of Republican voters who have already taken the plunge and decided to vote for Biden.

“These are gettable voters for Biden, and so this program is targeted at reaching them,” he said. “Based on what we’ve learned, what resonates with them is hearing from authentic voices like them who understand their perspective rather than being lectured to by Democrats from D.C.”