The Lincoln Project
The Lincoln Project has a very simple and specific aim: to sway anti-Trump moderate conservatives to vote against him and for Biden. The Biden campaign also recognizes the electoral importance of this group and attempts to embrace them as much as possible; they are presenting him as a viable option, not threatening and also not Trump. So far, this strategy has been enough, as Trump repels voters and stimulates the Democratic base. Biden sees the GOP and its voters as a coalition that can be taken apart, and he's doing just that merely by welcoming moderate conservative and independent voters already inclined to disavow Trump.
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