Following the 2024 election disappointments, Democratic strategist Steve Schale, instrumental in Obama's 2008 Florida victory, is calling for significant changes within the Democratic Party. Schale, CEO of the super PAC Unite the Country, expressed his concerns in a Bulwark post, emphasizing the party's decline from a position of strength to what he describes as a "shell of itself."

He highlighted the party's losses in the presidential race, Senate, and the precarious hold on the House majority. Schale stressed the urgency of addressing the situation, stating it's crucial to move beyond discussions about 2024 and focus on rebuilding the party's foundation.

Schale identified a concerning trend of losses in key states like Florida, Ohio, and Iowa, warning of further decline without "real structural changes." He proposed several strategies, including increased early ad spending on issues like crime and the economy. He also advocated for countering the right's influence in podcasts and social media by establishing a robust Democratic "ecosystem" to reach voters.

However, Schale emphasized that these tactical adjustments would be ineffective without a shift in the party's messaging and a broader coalition. He criticized the party's tendency to categorize voters and assume progressive leanings, while simultaneously neglecting communication with significant portions of the electorate.

He argued for reinvestment in all 50 states and acknowledged the erosion of the Democratic coalition, citing the loss of blue-collar white voters over multiple election cycles and the alienation of Hispanic voters due to perceived "socialism talk" in 2020. Schale criticized the Biden campaign for not adequately addressing the rhetoric of the extreme left, allowing damaging narratives to take hold.

Looking ahead, Schale urged the party to connect with the "median" voter, emphasizing the importance of listening to voter concerns and expanding the party's base rather than simply reinforcing existing support. He framed this as a critical opportunity for the Democratic Party to redefine its values and connect with voters who have become disengaged. Schale warned that failure to adapt could lead to a prolonged period of political marginalization.