The Democrats got it wrong.

It wasn’t threats to national security or democracy, and it wasn’t the U.S. Supreme Court’s undoing of Roe v. Wade. What voters cared most about this election was “safety, affordability, fairness, and education,” said Republican operative Kellyanne Conway during a sometimes testy 90-minute talk at the JFK Jr. Forum about the 2024 election and what to expect from the incoming Trump administration. 

That’s why ads and other messaging about crime, inflation, immigration, student loan forgiveness, and school choice proved so effective in the campaigns of President-elect Donald Trump and several other Republican candidates, she told Setti Warren, director of the Institute of Politics at Harvard Kennedy School. 

Trump won by running up the numbers of voters already predisposed to vote for him and “peeling off” some support among “core Democratic” Party constituencies, including African Americans, Hispanic Americans, union households, Jewish, and younger voters, improving on his own 2016 and 2020 numbers, said Conway, who managed the final months of Trump’s 2016 campaign and served as an adviser during his first term.

Conway said she thinks Democrats underestimated how motivating the issue of K-12 education was to many across the political spectrum, particularly women, who did not support Harris as robustly as they had Presidents Joe Biden and Barack Obama.

Trump was seen as “authentic” and a proven commodity who had already done the job and ran a “joyful” and “forward-looking” campaign, she said, pointing to Trump’s visit to a McDonald’s franchise, rallies at concert venues, and his garbage truck ride. 

Conway credited the campaign’s embrace of “new, new media” like TikTok, podcasts, and social media influencers, as a strategic move that paid real dividends in the final weeks reaching young men and low propensity voters. Also important was the campaign’s under-reported effort to educate disengaged voters about the many ways they could cast a ballot before Election Day, which also helped the former president prevail. 

Over the past two weeks, Trump has announced more than two dozen nominees for White House and Cabinet positions, primarily top campaign staffers and high-profile business executives.

“What they all have in common is they know him; he knows them; and they are fluent in the America First agenda, meaning: This is what we’ve been elected to do,” Conway said. “So he’s got people who are willing to work with alacrity and energy to get that agenda through.”

At times, Conway flashed the quick and cutting fast-talk that has made her a polarizing figure on the left, sparring with student questioners.

She called for students to try to bring their friends who suffer from “Trump derangement syndrome” back to their senses.

“You all know someone afflicted by it. … It wrecks the nervous system. It addles the brain. There is no vaccine, cure, or therapeutic, but you all have a role to play in helping people at least unwind a little bit from it” by not canceling those who have a different point of view. 

“I certainly hope that the new government that’s forming can rely upon, if not all of you right away, most of you along the way, to help in any way, shape, or form that you possibly can,” she said.