On Tuesday night, just before polls closed in New York's Democratic mayoral primary, Zohran Mamdani found himself in a Brooklyn park looking for a ride. As the stakes rose in a close contest against Andrew Cuomo, Mamdani's determination was evident. He made a quick effort to ensure young voters had a chance to cast their votes, deploying his personal driver to assist them before the polls closed.
Mamdani's campaign strategy proved effective, as he drew enthusiastic reactions from pedestrians and cyclists while making a last-minute appeal for support from the sunroof of a volunteer's vehicle. Volunteer Charlie Dulik emphasized Mamdani’s message, which aimed to inform voters of the razor-thin margins of the race. As results trickled in, it became clear that Mamdani's primary victory was a significant upset against the more seasoned and better-funded Cuomo, surprising many in the Democratic establishment.
The campaign's success can be attributed to Mamdani's proactive engagement with New Yorkers and a strong ground operation that resonated with constituents. According to Jason Halal, a lead field canvasser, the campaign's strategy revolved around a robust ground game that prioritized direct voter contact. This approach starkly contrasted with Cuomo's more passive strategy, which left some voters feeling overlooked.
Cuomo, who resigned in 2021 amid allegations of sexual harassment, opted for a "Rose Garden" approach that resulted in fewer individual donations compared to Mamdani, despite attracting over $25 million in super PAC funds. Public perception of Cuomo seemed to wane, with many expressing dissatisfaction over his limited public engagement during the campaign, particularly voters like Michelle Hemmings Harrington, who felt he was taking their support for granted.
When Mamdani launched his campaign in late 2022, his name was relatively unknown. Thus, he set an ambitious goal of knocking on one million doors, primarily executed by volunteers from the Democratic Socialists of America. This organization had previously bolstered progressives like Rep. Alexandria Ocasio-Cortez and used a sophisticated strategy that included digital tracking of canvassing efforts and relational organizing via text messaging.
The campaign also tapped into cultural events and youth engagement by organizing unique activities, such as a Mamdani lookalike contest and a "Hot Girls for Zohran" event, aimed at appealing to a younger demographic. Volunteers formed a dedicated community that motivated them to support Mamdani, fostering a sense of belonging and activism among people who had never participated in politics before.
According to Alvaro Lopez, the electoral coordinator for the DSA, Mamdani's exposure led to a dramatic increase in volunteer participation, escalating from roughly 300 in December 2022 to over 10,000 during the campaign's peak. Engaging with constituents personally, like the 100-year-old woman in East Williamsburg, exemplified how the campaign's outreach resonated with voters seeking change.
This grassroots enthusiasm coupled with a message of hope and urgency effectively mobilized support for Mamdani, demonstrating a shift from traditional political campaigning to a more engaged and community-centered approach. As the November general election approaches, the Mamdani campaign intends to persist in leaning on this successful model of direct voter engagement and grassroots organizing.
