The Most Persuasive Immigration Messages

Republicans normally drive the conversation on immigration, but under the Trump presidency they have ceded ground on the issue. With the midterms just months away, this means Democrats have an opportunity to succeed on this polarizing issue. They just need to choose their words and positions carefully. In a survey of 1,500 likely 2026 voters in battleground districts conducted by the Searchlight Institute and Impact Research, we find that voters lean right on immigration overall, but that some Democratic messages consistently beat Republican attacks.

It is not surprising that voters in battleground districts are more conservative on immigration issues than many national-level polls. They are more likely to support Donald Trump, ICE, and his interior enforcement campaign than voters in bluer states. They also, however, believe that legal and illegal immigrants contribute to their communities, and that immigrants who haven’t committed crimes should be able to stay.

Voters were almost evenly divided over Trump’s handling of immigration in these battleground districts: 49% approved of the President’s immigration agenda, while 50% disapproved. 58% of voters approved of his handling of border security, a key priority for the Administration. However, the partisan divide on both issues was stark, with Republicans overwhelmingly approving of the President’s actions and Democrats overwhelmingly disapproving. The independent voters who will be critical to securing a majority in the Fall came down exactly where the overall numbers were: 48% approved of Trump’s handling of immigration, and 58% approved of his work to secure the border.

Battleground voters also strongly support legal immigration, and strongly oppose illegal immigration. 85% of voters approve of immigrants who are in the United States legally, including more than 80% of Democrats, Republicans, and Independents. Conversely, 72% disapprove of immigrants who are in the United States illegally, including 91% of Republicans, 78% of Independents, and 49% of Democrats.

None of these results were surprising, given the audience. When we tested how candidates can talk about immigration issues, however, we uncovered some clear trends that Democrats must understand if they want to win swing races this November.

The groceries cost too damn much

When battleground voters were asked to identify the top two issues motivating them to vote in the next election, the number one issue was the cost of living. Sixty-eight percent of voters (including more than 60% of Republicans, Democrats, and Independents) identified the cost of living as the number one issue motivating them to vote in the midterm election. Healthcare was a distant second at 30%, followed by corruption at 22%. Interior immigration enforcement and border security were at 12% and 10%, respectively. While the focus on cost of living may not be surprising, the overwhelming bipartisan concern should serve as a flashing red light for the White House and signal a clear opportunity for all Democrats running against Trump’s policies.

Voters want Congress to prioritize the cost of living over other issues.

Voters want a fair, humane, and consistent immigration system

Voters do not want to choose between a compassionate immigration system and lawlessness. When asked to choose which words best described what they are looking for in the immigration system, voters chose humane (41%) and fair (35%) most often. Democrats and persuadable voters agreed that an ideal immigration system would be fair, humane, and consistent. Republicans, by contrast, wanted a firm, strict, and orderly immigration system. Voters across the partisan spectrum agree that an orderly immigration system does not compete with a fair one. Instead, a well-run immigration system is both fair and orderly.

Voters want an immigration system that is humane and fair.

Voters want immigrants to come the right way

Next, we tested 12 different messages that spanned the entire political gamut to see what specific messages resonated the most with voters. In general, the voters we surveyed gravitated towards messages that focused on orderly processes—they wanted immigrants to do things the right way, to come through the front door, and for our enforcement to be firm, but fair. The top message was “Immigrants should come into this country through the front door, following the legal process, not sneak in through the back door.” Of note, this message performed best with persuadable voters and Republicans, but less well with Democrats.

The best performing messages focused on orderly immigration processes.

Persuadable voters did not think that messages focused on being strong, stopping migrants from cutting the line, or not being cruel were very effective. Instead of building messages around grievances or hardline rhetoric, voters respond better to messages that tackle the complexity of the issue head on.

Effective Responses to Republican Attacks

We also tested a variety of responses to core Republican attacks on four key issues: Open Borders, Sanctuary Cities, Amnesty, and Abolishing ICE. For each of these lines of attack, we identified at least one response that outperformed the GOP message by double digits among key voting demographics, including independents.

Open Borders.

When responding to Republican attacks that Democrats support open borders, phrased as, we found that the most effective messages focused on public safety, while the least effective message was one that focused on what Biden got wrong. The most effective response among all voters (+11) acknowledged that securing the border was the first step, and pivoted to building an immigration system that adheres to the law, protects public safety, and grows the economy. Interestingly, however, this was not the most effective response for independent voters (just +5); instead, it peeled off a surprising number of Republican voters. The most effective message for independent voters (+9) was one that identified immigration as a public safety issue and an economic issue, and stated that we needed to lock the back door to illegal immigration but put out the welcome mat for legal immigrants who follow the rules.

When Republicans say open borders, counter with border security and orderly immigration.

Sanctuary Cities.

When responding to Republican attacks on Democrats over sanctuary city policies, we found that Democratic responses that focused on public safety or the need for ICE to rebuild trust with communities were effective, while responses that focused on immigrants being scared to report crimes were dramatically less effective. The most effective response (+12 overall, +26 with Independents) was one that said we need to focus on public safety, and identified that our communities are safer when police officers focus on their jobs, and ICE focuses on finding criminals. Less effective overall (+5), but almost as effective with Independents (+24) was a response that focused on making our communities safer instead of playing politics, and noting that if ICE wants communities to partner with them, they need to rebuild the trust that they have broken.

When Republicans bring up sanctuary cities, emphasize public safety.

Amnesty.

We found that core Democratic responses to Republican attacks on amnesty were broadly popular with voters, but that independent voters in particular responded best to messages that coupled the need to remove illegal immigrants who commit crimes with providing citizenship to those who have been longstanding members of our communities. The most effective response (+21 overall, +39 with Independents) focused on the need to remove illegal immigrants who commit crimes, but provide citizenship to those who have been here a long time, have not committed crimes, have jobs, and go through a process that includes paying a fine. A more generic response that focused on providing some form of legal status but did not mention citizenship was somewhat less effective (+14% overall and +20% with independent voters). The least effective message for independent voters (+1%) was one that explicitly mentioned providing some legal status that was short of citizenship to longstanding immigrants who have not committed crimes.

When Republicans say amnesty, focus on the longstanding and law abiding immigrants.

Abolishing ICE.

We found that voters responded well to all the Democratic responses we tested to Republican attacks about abolishing ICE, but that independent voters reacted least positively to messages that focused on requiring ICE personnel to wear masks. The most effective message with independent voters (+14% overall, +34% with independents) was one that explicitly stated support for immigration enforcement that focuses on criminals, noted that ICE had gone too far and needs to be reined in, and acknowledged that we will always need an agency to do immigration enforcement. Next best with independent voters (+14% overall, +24% with independents) was one that explicitly stated support for fair immigration enforcement, not for abolishing ICE, but that noted that ICE needs to be held accountable and reformed from the ground up. The least effective with independent voters (+14% overall, +8% with independents) was a message that focused on ICE being out of control and explicitly noted the need for ICE to stop wearing masks.

When Republicans bring up abolishing ICE, confirm support for immigration enforcement and call for ICE reform.

Appendix

Immigration Messages
[FIRM BUT FAIR]	We should enforce our immigration laws firmly and consistently, but we should also enforce them fairly, without cruelty.
[FRONT DOOR]	Immigrants should come into this country through the front door, following the legal process, not sneak in through the back door.
[BALANCED APPROACH]	Immigration policy doesn’t have to be this hard. We need a strong border, better legal options to immigrate, and enforcement that’s balanced and fair.
[DONE RIGHT VS DONE WRONG]	Immigration done right makes America more prosperous and stronger. Immigration done wrong makes us less safe and weaker.
[LAWS AND IMMIGRANTS]	America is a country of laws, and America is a country of immigrants. We need policies that respect both of those truths at once.
[NOT CRUELTY]	We need strong, serious immigration enforcement, not cruelty toward families and communities who have done nothing wrong.
[RIGHT WAY]	There’s a right way and a wrong way to immigrate to America. We should welcome immigrants who come the right way, and punish those who come the wrong way.
[BROKEN SYSTEM]	Our immigration system is broken and has been for decades. We need to do the hard work of actually fixing it, not just talking about it.
[PUBLIC SAFETY FIRST]	When it comes to immigration, public safety has to come first. Secure the border, then we can have a real conversation about legal immigration.
[MORAL OBLIGATION]	We have a moral obligation as a country to provide protection to immigrants who are fleeing persecution, violence, or torture in their home countries.
[CULTURE]	Immigrants make our communities more vibrant and diverse. We are a nation of immigrants and should welcome more immigration.
[STRONG AND FAIR]	Immigration enforcement should be strong and consistent at the border, and fair and reasonable everywhere else in the country.
[CRIME]	Crossing the border illegally is a crime, and every illegal immigrant is a criminal. All of them should be arrested and deported.
[INVASION]	Our country has been invaded by illegal immigrants, and every one of them has to go, no matter what it takes.
[LINE]	We shouldn’t let people cut the immigration line and jump ahead of everyone else, but the line itself needs to move a lot faster.

Methodology

The Searchlight Institute and Impact Research conducted an online survey of 1,500 likely 2026 voters in the 66 congressional districts defined by Cook Political Report as competitive as of July 16, 2026. The survey was conducted from July 18-23, 2026. The results were weighted by gender, race, education, age, and 2024 presidential vote choice. The margin of error for this survey is +/- 2.5% and is higher for subgroups.