How Wisconsin's Democratic chair seeks to change national approach after November losses

 

MILWAUKEE (CBS 58) -- If Ben Wikler has his way, Democrats will prioritize finding new channels for reaching Americans. The chair of the Democratic Party of Wisconsin is vying to lead the Democratic National Committee.

Wikler has overseen several signature wins since taking over the state Democratic party in 2019; those include President Joe Biden's win in 2020, Gov. Tony Evers' reelection in 2022 and Justice Janet Protasiewicz giving liberals a majority on the state Supreme Court last year.

Those victories have put Wikler on Democrats' national radar, but in 2024, Democrats lost support from voters who traditionally back them. Wisconsin was no different. 

Among the poorest 20% of wards across Wisconsin, Democrats went from winning by 19 percentage points in 2016 to a 12-point advantage this year. In wards with a Hispanic majority, Democrats won by 61 points in 2016, but Mr. Trump was able to cut his deficit in those wards to 42 points this year.

In an interview with CBS 58, Wikler said he would look to shift the party's communication toward a clearer message that reaches more people.

"I think for Democrats, it's worth thinking through the language we use to be able to speak clearly in ways that people can really hear," Wikler said. "And it's critical to think about where we're speaking and how we're connecting. I think Democrats will do best when we communicate everywhere, in every place and on every platform."

Wikler said that meant dedicating more time to showing up on "giant online chat groups and streamers and podcasts."

It's a race between the parties to maintain gains with new demographics. While Democrats look to expand their support in inner suburbs, Republicans look to expand their 2024 successes. The Wisconsin GOP announced this week it will extend its lease for a building on Milwaukee's south side that served as the party's Hispanic outreach center.

Wikler is one of five candidates currently running for the DNC chair position. The others include Minnesota DFL Chair Ken Martin, former Maryland Gov. Martin O'Malley, New York State Sen. James Skoufis and former U.S. Senate candidate Robert Houton.

Even though Vice President Kamala Harris lost Wisconsin last month, Democrats' performance this year has still boosted Wikler's standing in the eyes of some. Wisconsin's shift toward President-elect Donald Trump was smaller than the other key 'Blue Wall' states of Michigan and Pennsylvania.

"There was a lot less of a fade in terms of how the vote switched," State Sen. Chris Larson (D-Milwaukee) said. "And I think he would end up ushering additional resources to making sure that Wisconsin continues to build, that grassroots activists are heard."

Wisconsin Democrats have lined up to voice support for Wikler, touting his ability to fundraise, organize and communicate. 

"Ben is a planner. Ben is an organizer to his bones," Larson said. "He was ever since he was an organizer on campus at UW-Madison. He was like that at MoveOn.org, and he brought that type of know-how to organizing in Wisconsin, and I don't think that's likely to fold up."

Democrats face an uphill climb over the next two years as Republicans will control the White House and both chambers of Congress, but it also presents an opportunity for big gains in 2026 as voters have historically pushed back on parties with that federal trifecta. Rep. Mark Pocan said he believed the GOP's power now elevates the importance of finding the right DNC chair.

"You don't really have an automatic spokesperson for the Democratic Party [now]," Pocan told CBS 58 Wednesday. "You've got the minority leader in the House and the Senate, you've got governors around the country, but not a singular point person."

Pocan said he believed Wikler would provide what the party needs: A shift toward messages that consistently prioritize voters' financial challenges.

"We gotta talk about people's core economic issues they have," Pocan said. "Can they afford their rent or mortgage? Can they afford groceries? Do they have healthcare? Can they take a family vacation? If you're not talking about those issues, you're not talking to people."

What's WisDems' future?

If and when Wikler departs the state party, Wisconsin Democratic sources have floated different names to potentially succeed Wikler. One said he'd like to see DNC Secretary Jason Rae, who lives in Glendale, step into the role.

Another source said Rae likely wouldn't pursue the state party chair position. Sources said other names to watch for would include Secretary of State Sarah Godlewski and the DPW's current vice chair, Milwaukee County Board Supervisor Felesia Martin.