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In the second installment of Colgate’s Road to the White House series, Professor of Economics and Lampert Institute Director Chad Sparber led a Q&A session with political strategist Karl Rove, former senior advisor and deputy chief of staff to the Bush Administration. Held in Memorial Chapel, the discussion covered Rove’s role in shaping election strategies for the Bush administration, his analysis of the current election, and his views on the importance of civic engagement on a national scale. 

Preceding his current work as a weekly op-ed writer for the Wall Street Journal and a political commentator, Rove oversaw the White House offices of Strategic Initiatives, Intergovernmental Affairs, Political Affairs, and Public Liaison under President Bush. In these capacities and as the former deputy chief of staff for policy, Rove is credited as an architect of Bush’s electoral victories and a vital member of the administration’s policy-making process. 

An especially prominent strategy that Rove leveraged in his election campaigns was the process of microtargeting: using methods such as phone calls to gather voter data and customize their advertising messages accordingly.  

“It’s amazing how much information is out there,” says Rove. “The object was to help us identify people who were worth spending more time, energy, and money on, and trying to get them to vote in support of our interests.”

From there, based on the data collected, Rove identified and targeted low-propensity voters — eligible voters who do not typically participate in elections — and deployed volunteers to influence their voting behavior. “Many Americans, particularly those in middle age, have drifted away from politics, distracted by their busy lives,” he says. “But we need civic engagement from everyone, both young and old.”

Considering the 2024 election, Rove encourages voters to evaluate their choices based on their personal values. “Both Trump and Harris, you know, have their strengths and weaknesses,” he notes, emphasizing the differences between their policies and personalities. Ultimately, however, he urged the audience to seek unity in these often divisive conversations.

“Remember: the people are up for grabs in this election,” he says. “If you disagree, fine, but try and find common ground when you can. And when you disagree, make sure to treat each other with respect.”

The Road to the White House, Colgate’s 2024 Lecture Series, is presented by the Office of the President and Lampert Institute for Civic and Global Affairs. Read more.