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Polling data reflect those anecdotes. His job-performance numbers were always higher than his vote share, so even people who werent voting for him thought he was doing a good job and was fighting for the right things and had the right priorities, says Marshall Cohen, the DGAs political director, who reviewed polling on Cooper over the course of the 2020 campaign.

Some of Coopers success, he knows, is rooted in his identity as a white man. That may have enabled him to hold on to moderate voters last year who might otherwise have been scared off by trends among Democrats nationally. Cooper, for example, wasnt tied to progressive causes like the Defund the police movement. By contrast, Jaime Harrison, a 44-year-old Black Democrat who ran against Republican Senator Lindsey Graham in South Carolina, was tagged with that causewhich frustrated him, he told me, because he repeatedly distanced himself from it.

Racism exists at all different levels in our society, Cooper told me. It would probably be easier for me to be way out there on [issues of race and racial disparity] than Jaime, because of the racism that exists out there. Voters may have been thinking that he may be a certain way because of his race and thinking that I may be a certain variety because of my race.

Another factor that may have helped Cooper: From the beginning of his first term as governor, hes built up his own fundraising apparatus, which means he didnt have to rely on outside groups to support his reelection and could shape his own public image. Meanwhile, he also established (and largely funded) a political operation through the state Democratic Party that recruited and supported other candidates around North Carolina. Those allies helped him break the legislatures Republican supermajoritywhich, in his first two years as governor, had the power to override his vetoesand gave him centers of political support around the state.

Then theres Coopers aggressive messaging: The governor devoted much of the last campaign to ripping into his Republican opponent, Dan Forest, especially Forests opposition to mask wearing and other COVID-19 restrictions. Cooper and his aides have become famous in Democratic circles for heavily investing in opposition research on Cooper himselfso much so that they record in advance responses to a range of potential attacks. Many of these campaign ads never air, but are ready to go if need be, usually with Cooper speaking directly to the camera.

In last years election, for example, aides told me Cooper knew hed likely be slammed for vetoing a bill that would have required local sheriffs to turn over undocumented arrestees to federal immigration authorities. So he recorded an ad explaining that he thought the measure was unconstitutional and would cost the state money. The ad tested well with focus groups, so the campaign ran with itwhile responding with their own heavily negative ads attacking Forest on several issues. Coopers view on going negative: I think its important to be up front with where you differ with your opponent and be ready to take that on. One of his political aides was more direct about their approach: You may score, but youre going to get bloodied.

Link:
What Does This Man Know That Other Democrats Dont? - The Atlantic