Florida Gov. Ron DeSantis’ campaign is planning a reboot, top campaign officials tell NBCNews, with a significant shift on messaging, events and media strategy.
“Downright low” is how a source who was present when the staffers were fired described morale these days.The reboot is notable for a candidate who was perhaps the most widely expected GOP entrant in the 2024 race. While DeSantis has maintained his second-ranking place in the polls, he has been unable to close the gap with the front-runner, former President Donald Trump.
Other candidates — including Sen. Tim Scott of South Carolina, businessman Vivek Ramaswamy, North Dakota Gov. Doug Burgum, former United Nations Ambassador Nikki Haley and even Trump — all had higher spending rates than DeSantis. But with less cash in the bank and the high number of maxed-out donors, solvency became a real question.
Top DeSantis aides acknowledge that the money situation has to be addressed. They plan to do it in part by cutting costs for his events.This week’s stop in Tega Cay, South Carolina, served as a starting point — he held a town hall-style event with a noticeably pared-down security presence. According to figures provided by the campaign, the event cost $940 but brought in $1,600 in organic donations from attendees.
The candidate already known for being a culture warrior will lean into an “us against the world" message in the effort to emerge as the insurgent fighter. The campaign intends to wear the negative headlines as a badge of honor.
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