Spanberger’s appearance in pro-redistricting ad highlights differences in referendum campaign strategies 

RICHMOND, Va. (WRIC) -- Governor Abigail Spanberger could be coming to a TV screen near you. That’s because Spanberger is appearing in a pro-redistricting ad as voters decide whether to give Democrats the power to implement a new proposed congressional map in Virginia. 

“I think that the governor’s election victory last November demonstrates that she can be an effective voice for this measure,” said Dr. Stephen Farnsworth, Professor of Political Science and International Affairs at the University Of Mary Washington.

Virginians for Fair Elections, the main campaign advocating for Virginia’s redistricting efforts, funded the ad. 

Although we don’t have full campaign finance reports yet, according to the Virginia Public Access Project (VPAP), Virginians for Fair Elections has received over $33 million in large contributions. 

Farnsworth says that fundraising haul allows the pro-amendment strategy to be more focused on TV ads, like the one with Spanberger, to get more people interested in their message. 

“When we look at the numbers so far, the pro-amendment folks have been able to raise a lot more money, that means they’ll be spending a lot more on television,” Farnsworth told 8News. 

On the other side, the main anti-redistricting campaign, Virginians for Fair Maps, has received just over $3 million in large contributions. 

Farnsworth says because of that, their strategy will be less focused on TV, and more focused on trying to reach voters in a more grassroots way by knocking on doors, talking to people on social media, and more. 

“Because the anti-amendment folks are at a significant financial disadvantage, it makes sense for them to figure out ways to reach people that are low cost,” Farnsworth said.

Early voting continues through April 18.