Texas Governor 2026: the ads, and who's paying for them

⚠️ NEW TX-GOV POLL: 🔵 Gina Hinojosa - 49% 🔴 Greg Abbott - 45% This is an all hands on deck moment. No Democrat has ever led Greg Abbott in the race for governor — until right now. We have a chance to defeat Greg Abbott and his corrupt, billionaire and corporation-funded political machine if we act with the urgency this moment deserves. Will you donate $10 to turn out the voters who will flip Texas?

Loaded Language: The words 'corrupt' and 'political machine' are emotionally charged terms designed to trigger a negative reaction toward Greg Abbott rather than convey neutral facts — for example: 'corrupt, billionaire and corporation-funded political machine'

False Urgency: The phrase 'act with the urgency this moment deserves' creates artificial time pressure to prevent careful deliberation and push the reader toward immediate action — for example: 'act with the urgency this moment deserves'

Name Calling: Labeling Abbott's operation a 'corrupt, billionaire and corporation-funded political machine' is a derogatory label used to discredit him rather than address his policies — for example: 'his corrupt, billionaire and corporation-funded political machine'

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We've come further than anyone expected. Can you help us finish the job? Because of grassroots supporters like you, taking Texas back is genuinely within reach for the first time in decades. But too many Texans still haven’t heard from our campaign, and turning this chance into a win comes down to whether we have the resources to reach every voter we need between now and November 3. Will you chip in $10 or any amount now to fuel our work during this critical stretch? Because we’re finalizing our ad buys now, the money we raise today goes further than at any other point in this race.

Bandwagon Appeal: The phrase 'grassroots supporters like you' implies a large collective movement the reader is part of, creating social pressure to conform and participate — for example: grassroots supporters like you

Appeal to Prejudice: The phrase 'taking Texas back' implies an in-group identity and a reclamation narrative, suggesting the state rightfully belongs to a particular group and has been wrongfully taken — for example: taking Texas back

False Urgency: The framing of 'first time in decades' combined with 'genuinely within reach' creates a sense of a rare, fleeting opportunity that must be seized now — for example: genuinely within reach for the first time in decades

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These are hard truths: There will be no road back to the White House for Democrats unless we can put Texas into play. And there is no path to a House majority that doesn’t run through Texas. Gina is the first Democrat in decades who polls show can win statewide office in Texas, but we can’t wait until tomorrow or next month or the next election to invest in Texas. We have to do it now — right now. While you’re reading this, Greg Abbott is on the air with tens of millions of dollars in attack ads. He plans to drown out Gina’s message before undecided voters get a chance to hear it. Unless Gina’s fundraising picks up the pace, the best chance in a generation for Democrats is about to slip through our fingers. We can win in Texas — if and only if we act.

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If a Democrat can win in Texas, we can put an end to the madness. If Gina can win the crown jewel of the Republican political map — the heart of Republicans’ donor network, the blueprint for Republicans’ corruption in Washington, the birthplace of Republicans’ voter suppression schemes — their entire house of cards falls down. We can prove that Republicans have lost us all. It’s not a fantasy. Poll after poll shows Gina with a narrow lead. There is no other governor’s race in the country with those kinds of consequences. The nation is counting on us. The world is watching us. Will you donate $10 to flip Texas today?

Loaded Language: The word 'madness' is emotionally charged, framing the current political situation as irrational or chaotic to provoke an emotional reaction — for example: 'madness'

Black-and-White Fallacy: The sentence implies that a Democratic win in Texas is the singular solution to a complex political situation, presenting a binary framing of the problem and its resolution — for example: 'If a Democrat can win in Texas, we can put an end to the madness'

Appeal to Fear: The framing implies that without this electoral outcome, the 'madness' will continue, creating anxiety about the consequences of inaction — for example: 'put an end to the madness'

Repetition: The phrase 'Republicans'' is repeated three times in rapid succession to reinforce a negative association through familiarity — for example: "Republicans' donor network", "Republicans' corruption", "Republicans' voter suppression schemes".

Exaggeration/Hyperbole: The claim that winning one race would cause the Republicans' 'entire house of cards' to fall is an extreme overstatement of the electoral consequences — for example: 'their entire house of cards falls down'

Appeal to Prejudice: The phrase 'lost us all' invokes in-group identity, implying Republicans have abandoned 'the people' as a collective, rallying the audience around a shared identity against an out-group — for example: 'Republicans have lost us all'

Glittering Generalities: Uses the vague, emotionally resonant concept of 'the nation' as a rhetorical flourish without specifying who or what is meant — for example: The nation is counting on us.

False Urgency: The combination of both sentences creates artificial urgency by suggesting constant observation and expectation, pressuring immediate action — for example: The world is watching us.

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I want to be honest with you about the state of our race: We’re leading in three independent polls, but this race is far from locked in. The polling average has us about 1.6 points behind, and Nate Silver’s forecast gives us roughly a 1 in 3 chance of winning. That’s still well within striking distance. We can close this gap and beat these odds if we keep up our current momentum. But if we slow down now, Abbott will spend the rest of his warchest to drag this race back his way. If you’ve ever considered giving to this campaign, the moment is now. Will you please chip in $10 right now to support our campaign during this critical stretch? – Gina

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We’ve beat tough odds before. This time is no different. Greg Abbott has been in statewide office for 30 years. He has 98 percent name recognition. He’s outspending us 10-to-1. And yet, we just got our fourth poll with Gina in the lead. We’ve come further than anyone expected. But to turn this momentum into a win, we need to stay on the air and on the ground — reaching every persuadable voter we can between now and Election Day. Can you chip in $10 today to fuel our work during this critical final stretch?

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We are beating Greg Abbott in this race for governor, and it’s not by luck. It’s because Texans are sick and tired of Abbott selling us out to the highest bidder. But we can’t relax now. Abbott, his billionaire buddies, and their super PACs are getting ready to come at us 10x harder. We have to be ready to fight back against whatever they throw at us. We can win this, but I can’t do it without you. Will you chip in $10 to help us keep our momentum and finally take back Texas?

Appeal to Prejudice: The phrase 'Texans' is used as an in-group identity marker to imply a shared grievance among 'real' Texans against their governor — for example: Texans are sick and tired

Loaded Language: The phrase 'selling us out to the highest bidder' uses emotionally charged language implying corruption and betrayal without providing factual evidence — for example: selling us out to the highest bidder

Name Calling: Abbott is implicitly labeled as corrupt and a sellout through the accusation of 'selling us out to the highest bidder,' functioning as a derogatory characterization rather than a substantive argument — for example: Abbott selling us out to the highest bidder

False Urgency: The phrase 'can't relax now' creates artificial pressure and urgency to prevent deliberation — for example: we can't relax now and We have to be ready.

Appeal to Fear: The claim that opponents are preparing to attack '10x harder' creates anxiety about an imminent, escalating threat to override rational thinking — for example: 'getting ready to come at us 10x harder'

Exaggeration/Hyperbole: The '10x harder' claim is an extreme overstatement used for rhetorical effect rather than factual precision — for example: 'come at us 10x harder'

Glittering Generalities: Uses the vague, emotionally resonant phrase 'take back Texas' without specifying what is being reclaimed or from whom, relying on emotional appeal rather than substance — for example: 'take back Texas'

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Hungry for change? Vote Gina Hinojosa for Texas Governor this November.

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We are LEADING this race for governor, and that’s the last thing Greg Abbott wants. He knows what’s at stake, and he is ordering his team to spend every dollar of his $67 million war chest to stop us from taking this race. We are on the verge of making history, but we have to keep up the momentum to finish the job. Will you help us by chipping in $15?

Appeal to Prejudice: The 'we vs. he' framing creates an in-group/out-group dynamic, positioning the speaker's supporters against Abbott — for example: "We are LEADING", "the last thing Greg Abbott wants".

Appeal to Fear: The sentence creates anxiety about a powerful opponent deploying massive resources to crush the campaign, pressuring supporters to act — for example: spend every dollar of his $67 million war chest to stop us

Loaded Language: The term 'war chest' is a militaristic, emotionally charged phrase designed to frame the opponent as an aggressive, well-armed adversary — for example: $67 million war chest

False Urgency: The framing implies an imminent, overwhelming threat that demands immediate response from supporters before Abbott's resources overwhelm the campaign — for example: stop us from taking this race

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Greg Abbott has outspent me 10 to 1 in this race for governor. We knew we were never going to match his money, but we’ve turned this into a close race anyway. Because we win over voters when they learn who I am and what I stand for. That’s why we need your help in this pivotal moment in the campaign. We’re setting our budgets for ad buys before the election, and we’re facing a bit of a budget gap. Will you chip in $15 right now to help us close that gap and make sure we reach more voters before Election Day?

Glittering Generalities: The phrase 'what I stand for' implies noble values without specifying any, functioning as a vague positive appeal — for example: what I stand for

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We just took a big risk: I approved TV ads that we can't pay for yet. Our campaign doesn't have enough money in the bank to cover all the ads we want to place. But we can't go dark with Greg Abbott hammering me with lies and attacks every day. We're never going to match Greg Abbott's money, but we know if we get our message out anyway, we can win. I need folks like you to step up and help me win this race. Will you chip in $15 to help us close this budget gap?

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I approved some ads that we don’t have the money in the bank to cover — yet. With Greg Abbott hammering me with lies and attacks on TV every hour, we can’t afford to stay silent. We need help to close our campaign budget gap and make sure voters see our ads down the stretch. Will you rush a donation today?

Loaded Language: The word 'hammering' is an emotionally charged term implying relentless, aggressive assault rather than neutral political opposition — for example: hammering me with lies and attacks

False Urgency: The phrase 'we can't afford to stay silent' creates artificial pressure to act immediately without deliberation — for example: we can't afford to stay silent

Appeal to Fear: The framing implies dire consequences if action is not taken, leveraging the threat of constant attacks to provoke an anxious response — for example: lies and attacks on TV every hour

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Greg Abbott is losing for the first time in his political career — and he's terrified. He's unleashing his $67 million war chest to hold us back and keep his grip on power. But Texans know what we deserve, and we won’t stop fighting for it. Will you donate $25 or whatever you can to help us win this in November?

Loaded Language: The word 'terrified' is an emotionally charged characterization designed to demean Abbott and trigger a reaction rather than convey a verifiable fact — for example: 'he's terrified'

Exaggeration/Hyperbole: The claim that Abbott is losing 'for the first time in his political career' is an absolute superlative framing that overstates the situation to heighten drama — for example: 'losing for the first time in his political career'

Appeal to Prejudice: The phrase 'hold us back' invokes an in-group/out-group dynamic, framing the subject as an enemy of 'us' to stoke tribal resentment — for example: hold us back

Appeal to Fear: The sentence implies a powerful adversary using vast resources to suppress the audience, creating anxiety about being dominated and controlled — for example: keep his grip on power

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⚠️ NEW TX-GOV POLL: 🔵 Gina Hinojosa - 49% 🔴 Greg Abbott - 45% In over a decade of running for governor, Greg Abbott has never been behind in the polls. Now he is. Republicans are calling in the cavalry to defend Abbott, but with you by our side, Gina has a real chance to flip Texas. Chip in $10 ASAP ›››

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Greg Abbott is selling out Texas. Gina Hinojosa will fight back – protecting Texas families, defending our future, and standing up for every Texan.

Loaded Language: The phrase 'selling out' is emotionally charged, implying betrayal without providing factual basis — for example: 'selling out Texas'

Name Calling: Abbott is implicitly labeled a traitor/sellout to discredit him rather than address specific policies — for example: 'Greg Abbott is selling out Texas'

Glittering Generalities: Vague, emotionally positive phrases like 'protecting Texas families', 'defending our future', and 'standing up for every Texan' sound noble but carry no specific policy meaning — for example: 'defending our future'

Appeal to Prejudice: The phrase 'every Texan' invokes in-group identity to rally Texans around the candidate — for example: 'standing up for every Texan'

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Recent news has created massive confusion across Texas because 1.2 million registered Texas voters have been placed on the voter “suspense” list. When voters see headlines like this, many assume that their registration has been cancelled or that they can no longer cast a ballot. This confusion is extremely dangerous, and it plays in Greg Abbott’s favor. We want to be clear about what this news means. Being on the voter suspense list does not mean your voter registration has been purged. It simply means that local officials need an updated address before October 5th – the voter registration deadline here in Texas. Abbott and Republicans know that confusion can discourage people from showing up at the polls. And they do these deliberate tactics because when Texans turn out, Abbott's time will be up. That’s why we can’t allow a single eligible voter to be sidelined by confusion or bureaucratic red tape. Our campaign is organizing on the ground every single day between now and November to clear up the confusion, reach voters directly, and make sure our community is ready to make their voices heard at the ballot box. Will you chip in $5 right now so we have the resources to organize from now until November and make sure every Texan is ready to vote Greg Abbott out?

Conspiracy Appeal: The sentence implies Abbott and Republicans are deliberately orchestrating confusion to suppress votes, suggesting a hidden sinister coordinated plot — for example: 'Abbott and Republicans know that confusion can discourage people'

Loaded Language: The phrase 'deliberate tactics' frames Republican actions as calculated and malicious, using emotionally charged language to provoke outrage — for example: deliberate tactics and bureaucratic red tape.

False Urgency: The phrase 'Abbott's time will be up' implies an imminent, decisive moment that creates urgency around voter turnout — for example: 'Abbott's time will be up'

Appeal to Fear: The sentence warns that eligible voters could be 'sidelined' by confusion or red tape, creating anxiety about disenfranchisement to motivate action — for example: 'we can't allow a single eligible voter to be sidelined'

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If you’ve been thinking about donating to Gina, now is the time. Not after Abbott has spent every cent in his war chest. Not after he’s already flooded the airwaves in attacks against Gina. And certainly not after Texans are already at the polls. Will you chip in $10 or anything you can right now to help us take back Texas while it’s still within reach?

False Urgency: The phrase 'right now' and 'while it's still within reach' creates artificial time pressure to prevent deliberation and compel immediate action — for example: "right now", "while it's still within reach".

Appeal to Fear: The implication that Texas may soon be 'out of reach' creates anxiety about a looming loss to pressure the reader into donating — for example: 'while it's still within reach'

Appeal to Prejudice: The phrase 'take back Texas' invokes in-group identity and a sense of reclaiming something that belongs to 'us', implying an out-group has wrongfully taken it — for example: 'take back Texas'

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By now you might have seen this poll: 🔵 Gina Hinojosa 49% 🔴 Greg Abbott 46% But there’s a different number from that poll I’ve been thinking about: 68%. That’s the share of Texans who, regardless of party, think that Greg Abbott will win. We are winning in Texas — but Texans are scared to believe it. Texans are afraid to hope that after 12 years as governor, Greg Abbott can be defeated. Texans are afraid to hope that we can take back power from the billionaires who have bought Greg Abbott. And it’s not because we are not trying. All across Texas, we’re knocking on doors, we’re talking to neighbors, we’re doing everything possible to fight for our state. The momentum is on our side — and the polls prove it. But we’re afraid that the rest of the nation will leave us to fight this race alone. Greg Abbott has spent decades building a network of out-of-state billionaires to bankroll him — and as governor, he has done their bidding. If we’re going to fight back against the firehose of spending Abbott is unleashing against us, we need all hands on deck. I’ll be blunt: Texas needs you. The future of millions of people rests on whether our campaign has the resources to keep up our momentum. I don’t take the gravity of this moment lightly. Can I count on you to give even $1 to prove to Texans that you’re in this fight with us? Thank you for being by our side.

Appeal to Prejudice: The phrase 'Texans are afraid to hope' invokes a collective in-group identity, speaking on behalf of all Texans as a unified group with shared fears — for example: Texans are afraid to hope and take back power.

Repetition: The phrase 'Texans are afraid to hope' is repeated verbatim across both sentences to reinforce an emotional message through familiarity — for example: Texans are afraid to hope

Conspiracy Appeal: The claim that 'billionaires have bought Greg Abbott' implies a hidden corrupt arrangement where wealthy actors secretly control the governor — for example: the billionaires who have bought Greg Abbott

Scapegoating: Billionaires are singled out as the root cause of political problems in Texas, blaming a specific group for complex governance issues — for example: the billionaires who have bought Greg Abbott

Appeal to Fear: Creates anxiety about being abandoned and left to fight alone, pressuring the audience to act or contribute — for example: 'we're afraid that the rest of the nation will leave us to fight this race alone'

Loaded Language: Emotionally charged words like 'bankroll' and 'done their bidding' are chosen to evoke corruption and subservience rather than neutral description — for example: 'done their bidding'

False Urgency: The phrase 'we need all hands on deck' implies an immediate crisis requiring everyone to act now without deliberation — for example: we need all hands on deck and rests on whether our campaign has the resources to keep up our momentum.

Bandwagon Appeal: The phrase 'you're in this fight with us' pressures the reader to conform by joining a collective cause, implying others are already committed — for example: in this fight with us

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I want to share two numbers from a brand-new Marist poll, and what they tell me about faith. Here’s the first number: 🔵 Gina Hinojosa 49% 🔴 Greg Abbott 46% But the poll also shows a second number: 28%. That’s the percentage of Texas voters, regardless of who they’re supporting, who think I will win this race. 68% think Greg Abbott will win, even though more voters in this poll said they're with me than with him. And more than a third of Democrats said they expect Abbott to come out on top. We have the support to win this race on November 3. What we don’t have yet is the belief. That gap is exactly what Greg Abbott is counting on. He doesn't need Texans to like him. He needs us to believe he can't be beaten, because people who don't believe they can win don't chip in, don't knock doors, and don't show up. I've seen this before. Back in 2021, the Texas GOP was ramming an extreme anti-voter bill through the State House. Everyone assumed it was a done deal. They had the votes, and we were supposed to sit there and take it. So I took a leap of faith. I chose to walk off the floor. But I couldn't stop that bill on my own, so I stood up and texted my fellow Democratic legislators: “A leap of faith only works if you take it.” They took it with me. Together, we broke quorum, ran out the clock, and stopped a bill designed to silence Texas voters. We protected Sunday morning voting, a sacred tradition in Black churches, and blocked a provision that would have let partisan judges overturn election results without evidence. Nobody thought we could do it. We did it anyway, because enough of us believed at the same time. That's what this moment calls for. The numbers say this race is within reach. Now it's up to us to believe it, and act like it, so we can finally beat corrupt Governor Greg Abbott and take Texas back. Each time you chip in to our people-powered campaign, you're doing it alongside hundreds of thousands of others who have decided to believe in what we can win together. Can I count on you to take this leap of faith with me today? Every dollar you donate puts winning in reach. — Gina

Loaded Language: The phrase 'designed to silence Texas voters' uses emotionally charged language implying deliberate suppression of democratic participation rather than describing the bill's actual provisions — for example: silence Texas voters, sacred tradition and partisan judges overturn election results without evidence.

Transfer: Invoking the sanctity of Black church traditions borrows moral and religious authority to lend legitimacy to the political action being described — for example: 'sacred tradition in Black churches'

Bandwagon Appeal: The phrase implies collective belief as the source of success, subtly suggesting that shared group conviction is what makes things possible — for example: 'enough of us believed at the same time'

False Urgency: The phrase implies a critical, time-sensitive moment requiring immediate action without specifying what that action is — for example: this moment calls for and Now it's up to us to believe it, and act like it.

Appeal to Fear: Anxiety about threats or dire consequences used to override rational analysis.

Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.

Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.

Name Calling: The label 'corrupt' is applied directly to Governor Greg Abbott as a derogatory descriptor to discredit him rather than address policy — for example: 'corrupt Governor Greg Abbott'

Appeal to Prejudice: The phrase 'take Texas back' invokes in-group identity and implies the state has been taken away from its rightful owners, appealing to a sense of belonging and reclamation — for example: 'take Texas back'

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!!️ The Texas voter registration deadline is October 5, and we need to make sure every Texan is ready to vote before it’s too late. After 12 years of Greg Abbott’s failures, the GOP knows its power is slipping. That’s why Greg Abbott and his allies are closing polling sites, suspending voters, and doing anything possible to discourage Texans from making our voices heard. We have to do everything in our power to ensure voters turn out to secure the change we deserve. Will you chip in $15 today to help Gina reach more voters and finally unseat Greg Abbott?

Loaded Language: The word 'failures' is emotionally charged and used to characterize 12 years of governance without specific evidence — for example: 'Greg Abbott's failures'

Appeal to Fear: The phrase 'power is slipping' implies an imminent threat to the political order, creating anxiety about loss of control — for example: the GOP knows its power is slipping and doing anything possible to discourage Texans from making our voices heard.

Conspiracy Appeal: The sentence implies a coordinated, sinister plot by Abbott and unnamed 'allies' to suppress votes, framing it as a hidden scheme — for example: 'Greg Abbott and his allies are closing polling sites, suspending voters, and doing anything possible'

Appeal to Prejudice: The phrase 'our voices heard' invokes in-group identity, positioning the audience as a unified community under threat from political opponents — for example: 'discourage Texans from making our voices heard'

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Gina Hinojosa is fighting for the American Dream Texans deserve — but she can't do it without winning the vote. The voter registration deadline is October 5 — just DAYS away — and we need to reach as many Texans as possible before it's too late. Will you chip in to help us spread the word and get more Texans registered before the deadline?

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