The Lincoln Project

The Lincoln Project
Name	The Lincoln Project
Type	Political action committee
Founded	2019
Founders	George Conway, Steve Schmidt, John Weaver, Rick Wilson, Jennifer Horn, Ronald Klain
Headquarters	Arlington County, Virginia
Focus	Anti-Donald Trump messaging, electoral politics
Methods	Political advertising, digital media, strategic communications

The Lincoln Project is an American political action committee formed in 2019 by a coalition of conservative and Republican Party operatives and strategists who opposed the reelection of Donald Trump in 2020. It deployed high-profile digital advertising, viral videos, and paid media buys to influence the 2020 United States presidential election and subsequent political contests. The group blended political consulting experience with media production to target audiences across broadcast, cable, and social platforms while engaging in litigation and fundraising efforts.

History

The organization emerged after the 2016 presidential campaign, when figures associated with Mitt Romney's 2012 operation and critics of Donald Trump coalesced. Founders included veterans of campaigns for John McCain, Mitt Romney, and Bush–Cheney 2004, alongside operatives with ties to Republican National Committee networks. The group announced itself during the lead-up to the 2020 United States presidential election and immediately produced ads aimed at swing voters in battlegrounds such as Pennsylvania, Michigan, Wisconsin, Arizona, and Florida. After the 2020 election, the PAC pivoted to oppose perceived autocratic tendencies within the Republican Party and supported litigation related to the 2020 presidential election disputes. Post-2020 activity included targeted campaigns in the 2021 United States Senate special election in Georgia, the 2022 midterm elections, and various state-level contests.

Organization and Leadership

Leadership comprised prominent Republican strategists and lawyers drawn from national campaigns and conservative think tanks. Notable founders and senior figures included George Conway, a lawyer who had argued in national media about constitutional issues; Steve Schmidt, a former campaign manager with experience in John McCain's 2008 campaign; Rick Wilson, a consultant known for work on congressional and gubernatorial races; Jennifer Horn, a former New Hampshire Republican Party chair; and John Weaver, a long-time strategist. The group operated as a hybrid of a super PAC and a corporation controlling digital production studios and media buying operations in locations such as Arlington County, Virginia and New York City. Its board and advisory structures featured operatives with prior roles in institutions including the American Enterprise Institute, Media Matters for America, and boutique consulting firms that serviced major Republican and bipartisan clients.

Political Activities and Campaigns

Tactics centered on producing hard-hitting advertisements, investigative-style videos, and digital campaigns aimed at influencing voters in key contests. Ads juxtaposed footage involving Donald Trump with archival clips of figures such as Abraham Lincoln and commentators across Fox News, CNN, and MSNBC. The PAC placed television spots in battleground media markets and purchased digital inventory across platforms operated by Facebook, Twitter, and YouTube. Beyond presidential politics, the organization endorsed and opposed candidates in contests involving Senator Mitt Romney's critics, Senator Susan Collins's races, and the 2021 Georgia Senate runoff elections between Jon Ossoff and Raphael Warnock versus incumbents and challengers. It also filed amicus briefs in litigation related to election administration alongside law firms and civil rights groups, and coordinated message efforts with advocacy organizations such as Republican Accountability Project and allied anti-Trump coalitions.

Controversies and Criticisms

The organization faced internal and external controversies, including allegations about leadership conduct and questions about strategic choices. Public reporting and resignations followed accusations involving behavior by a senior strategist, prompting investigations and departures that were covered by outlets such as The New York Times, The Washington Post, and Politico. Critics from across the political spectrum, including figures aligned with Conservative Political Action Conference circles and anti-Trump conservatives, challenged the group's tactics and questioned its long-term goals. Supporters argued the PAC played a role in restoring traditional conservative norms, while detractors asserted it contributed to intra-party polarization and profited from negative advertising that sometimes targeted Republicans. Legal scrutiny also arose regarding campaign finance compliance and coordination allegations involving allied organizations and vendors.

Funding and Financial Structure

The PAC raised funds from individually disclosed donors, major small-dollar online donations, and high-dollar contributions through associated political committees and nonprofit entities. Financial filings revealed contributions from donors with ties to finance, technology, and media sectors, and expenditures on ad buys, production costs, and legal services. The entity used a mixture of super PAC vehicles and 501(c)(4) style organizations to route funds for advocacy and issue-based work, coordinating with traditional vendors in Washington, D.C. and media markets. Financial transparency debates centered on the use of LLCs and production companies to manage ad creation and payments, and on expenditures during contested post-election periods.

Impact and Reception

Assessment of the PAC's impact is mixed. Analysts at institutions such as Brookings Institution and commentators at The Atlantic credited the group with shaping media narratives and energizing anti-Trump messaging in battleground states, while quantitative studies of ad effectiveness offered varied conclusions. The operation's cultural footprint included memorable ads and viral clips circulated by late-night programs, podcasts, and cable outlets, influencing public discourse about leadership in the Republican Party. The organization influenced strategic conversations in campaigns for figures like Joe Biden, and its personnel later joined or advised campaigns, think tanks, and media ventures, affecting the broader ecosystem of conservative and bipartisan political advocacy.

Category:Political advocacy groups in the United States