Who founded The Lincoln Project and what is it?
The Lincoln Project is a political action committee focused on opposing Donald Trump and supporting Democratic congressional candidates. Founded in late 2019, it positions itself as a counterweight to what it describes as norm-breaking behavior from Republicans in Washington. The group is known for digital advertising, rapid-response video content, and fundraising aimed at competitive races. Its leadership team sets strategic direction, while a broader network of former officials and operatives amplifies its message. This profile explains the founders, roles, and structure in factual terms.
Core founders and key officers
The Lincoln Project was co-founded by a small group of former Republican operatives and strategists who sought to mobilize anti-Trump Republicans in 2020 and beyond. Its most visible co-founders include George Conway, Jennifer Horn, and Rick Wilson. George Conway is a prominent Washington-based attorney who has been publicly critical of Trump since well before the 2020 election. Jennifer Horn, a former chair of the New Hampshire Republican Party, brought grassroots mobilization experience. Rick Wilson, a longtime Republican consultant, contributed campaign strategy and branding expertise. Other early senior figures, such as Sarah Longwell, helped shape policy messaging and external outreach. Together, this core team built a brand and fundraising machine that became highly visible in digital political advertising.
George Conway
George Conway is an attorney and co-founder of The Lincoln Project. He gained public attention as a frequent critic of President Trump through media appearances and social media. His involvement brought national visibility to the group in early 2020. He is not a candidate and does not hold elected office.
Jennifer Horn
Jennifer Horn served as co-founder and has held roles including chair of the New Hampshire Republican Party. Her background in state-level Republican politics shaped early outreach and donor engagement strategies for The Lincoln Project.
Rick Wilson
Rick Wilson is a Republican consultant and co-founder who contributed campaign strategy, creative direction, and on-air commentary. He has been one of the more visible voices in explaining the group’s rapid-response tactics in media interviews.
Organizational structure and leadership roles
The Lincoln Project operates with a relatively flat leadership structure centered around its co-founders, supported by a communications and fundraising apparatus. Day-to-day decisions are driven by a tight team responsible for message development, ad placement, and donor coordination. Multiple senior advisers and board-level contributors provide input but do not typically serve as public-facing executives. The group has periodically expanded its staff to respond to fast-moving political moments, while maintaining a core team that oversees strategy and fiscal management.
Leadership roles at a glance
| Name | Role | Background |
|---|---|---|
| George Conway | Co-founder, senior adviser | Attorney, political commentator |
| Jennifer Horn | Co-founder, senior adviser | Former New Hampshire Republican Party chair |
| Rick Wilson | Co-founder, senior adviser | Republican campaign consultant |
| Sarah Longwell | Managing director, board member | Former publisher of The Bulwark |
| Liz Mair | Senior adviser, communications | Former Republican communications official |
Political goals and messaging strategy
The Lincoln Project’s primary stated goal is to defeat President Donald Trump and Trump-aligned Republicans in order to protect democratic institutions and checks on executive power. Its messages often emphasize institutional norms, national unity, and criticism of what it frames as authoritarian or corrupt behavior. The group targets moderate and independent voters through digital ads, social media posts, and rapid-response videos that highlight controversial statements or actions by Trump and his allies. By focusing on ethical and governance arguments rather than detailed policy positions, it aims to appeal to Republicans and independents who are dissatisfied with the president. Messaging is frequently shaped by current events, court developments, and public controversies involving Trump.
Fundraising, spending, and financial context
The Lincoln Project raised hundreds of millions of dollars during the 2020 election cycle, much of it directed toward digital advertising in swing districts and states. Its spending supported a combination of independent expenditures, issue advocacy, and candidate-supportive messaging. A significant portion of funds flowed to production firms and media vendors for ad creative and rapid-response placements. The group also invested heavily in staff, technology, and data operations to target specific demographics online. Because political action committees are required to disclose major donations periodically, many large contributions are reported, though timing lags can obscure the very largest donors. Overall, the scale of fundraising and spending made The Lincoln Project one of the most well-funded anti-Trump efforts among Republican-aligned outside groups.
Influence, reach, and notable outcomes
The Lincoln Project gained substantial media attention for its polished, fast-turnaround video ads that often trended on social platforms. Its content was designed to amplify criticism of Trump within conservative circles and to drive engagement among infrequent Republican primary voters. While it is difficult to isolate the precise impact of its ads on voter behavior, the group was credited with increasing visibility for certain policy critiques and pushing Trump opponents to be more vocal. Its partnerships with mainstream media and digital platforms extended its reach beyond typical PAC audiences. However, its influence was uneven across states and districts, and in some races its expenditures coincided with losses for Republicans targeted by its ads.
Status and ongoing activity
As of the mid-2020s, The Lincoln Project remains active but operates at a reduced scale compared to its 2020 peak. It continues to produce digital content, endorsements, and issue advocacy focused on opposing Trump and related Republican figures. Leadership changes and staff adjustments have occurred, yet the core mission and brand identity persist. The group remains a reference point in discussions about anti-Trump Republican organizing and the role of digital advertising in politics. Its long-term influence will be clearer after future elections and as the broader Republican landscape evolves.