The right-wing policy operation that became a rallying cry for Democrats and a nuisance for Republican nominee Donald Trump is trying to escape the public spotlight and repair relations with Trump’s campaign.
Project 2025, a collaboration led by the Heritage Foundation among more than 110 conservative groups to develop a movement consensus blueprint for the next Republican administration, is winding down its policy operations, and its director, former Trump administration personnel official Paul Dans, is departing. The Heritage Foundation also recently distributed new talking points encouraging participants to emphasize that the project does not speak for Trump.
The former president has repeatedly distanced himself from Project 2025 after relentless attacks from Democrats using some of the 900-page playbook’s more aggressive proposals to impute them to Trump’s agenda since many of the proposals were written by alumni of Trump’s White House. While some participants in the project started avoiding interviews and public appearances, Trump advisers grew furious that Heritage leaders continued promoting the project and feeding critical news coverage.
Trump senior adviser Susie Wiles repeatedly called Heritage leaders instructing them to stop promoting Project 2025. She and Trump strategist Chris LaCivita repeatedly wrote public statements disavowing the project, and then Trump started saying so in his own social media posts. More recently, LaCivita has started saying that people involved in the project would be barred from a second Trump administration.
“President Trump’s campaign has been very clear for over a year that Project 2025 had nothing to do with the campaign, did not speak for the campaign, and should not be associated with the campaign or the President in any way,” Wiles and LaCivita said in a joint statement Tuesday. “Reports of Project 2025’s demise would be greatly welcomed and should serve as notice to anyone or any group trying to misrepresent their influence with President Trump and his campaign — it will not end well for you.”
Some Project 2025 participants have responded by doubting a ban could be enforced when contributors include close Trump advisers such as former White House speechwriter Stephen Miller, former acting director of Immigration and Customs Enforcement Tom Homan, and former White House economic adviser Peter Navarro. Miller has denied his involvement in Project 2025, but his America First Legal group is a participating organization, and his deputy, Gene Hamilton, wrote the playbook’s chapter on the Department of Justice.
Many of the plan’s proposals overlap with official pronouncements from Trump’s campaign.
Both Trump and Project 2025 have proposed eliminating the Department of Education and reversing President Biden’s student loan relief program. Both have said they want to reintroduce a policy change to weaken tenure protections for career civil servants and tighten White House supervision of the Justice Department and other agencies. Both have proposed large-scale immigration raids and repealing temporary protections for migrants from unsafe countries. Both proposed ending affirmative action and rolling back Biden administration environmental regulations.
At least some Heritage employees are considering leaving the organization because they do not want to alienate a future Trump administration and hurt their future job prospects, according to a current employee, who spoke on the condition of anonymity to detail internal dynamics. While Heritage President Kevin Roberts has told people privately that the storm will blow over, employees have texted and messaged one another with dismay about the Trump campaign’s continued attacks on the organization.
“We are extremely grateful for [Dans’s] and everyone’s work on Project 2025 and dedication to saving America,” Roberts said in a statement. “Our collective efforts to build a personnel apparatus for policymakers of all levels — federal, state, and local — will continue.”
Roberts will take over direct supervision of the project. Earlier in the presidential primary, Roberts was perceived as closer to Florida Gov. Ron DeSantis. His relationship with Sen. JD Vance (R-Ohio) fueled new attempts by Democrats to tie Trump to the project since he chose Vance as his running mate.
Heritage Foundation employees had raised money on Project 2025 and touted its work to donors and activists, even after Trump administration officials complained. Members of Project 2025 continued to meet as recently as this month, preparing for the next administration. Many of the participants were hoping for jobs in the Trump administration. One current employee at the Heritage Foundation said there had been requests from people to get their names taken off the work.
Some donors have also expressed concerns about how angry the campaign seems about the project, the current employee said. Others agree that the controversy will pass.
Vice President Harris’s campaign manager, Julie Chavez Rodriguez, said Democrats will not stop talking about Project 2025.
“Hiding the 920-page blueprint from the American people doesn’t make it less real — in fact, it should make voters more concerned about what else Trump and his allies are hiding,” she said in a statement. “Project 2025 is on the ballot because Donald Trump is on the ballot. This is his agenda, written by his allies, for Donald Trump to inflict on our country.”
Project 2025 published its playbook in 2023, and it always planned to wind down the policy program and hand off recommendations to the official presidential transition when it starts this summer. Another arm of the project, a personnel database of more than 20,000 applicants for potential political appointments should Trump be reelected, will remain in operation, people familiar with the matter said. Trump has not established a transition, even though it is almost August. Should he win the presidency, his administration would have to immediately fill thousands of political jobs. Trump has told advisers in the past he did not want a transition because he was superstitious and had not won yet.
In a departing message to staff Monday, Dans lamented attacks on the project’s work as a “disinformation campaign” that aims to “falsely associate Former President Trump with the Project.” Dans ended by quoting Trump’s words after he survived an assassination attempt on July 13, which quickly became a MAGA movement mantra: “Fight! Fight! Fight!”
Dans did not respond to requests for comment.
Democrats routinely use Project 2025 and Trump’s plans for a second term interchangeably. Left-wing discussion of the project surged in June as the Biden campaign and surrogates started focusing on proposals in Project 2025 to portray Trump as extreme. While some project contributors took pride in being vilified by Democrats and in news coverage, they grew concerned when they started feeling the pressure coming from Trump.
Other areas of divergence have caused headaches for the Trump campaign. In particular, Project 2025 proposes restricting access to abortion medication and blocking shipments through the mail. Trump has said he opposes a federal abortion ban.
In another recent message to participants, communications adviser Mary Vought advised them to respond to questions about the project saying it is not partisan and not affiliated with any candidate. “If asked during a media interview, you can use these points to pivot,” she wrote.
The talking points included: “While President Trump and Project 2025 see eye-to-eye on many issues, President Trump alone sets his agenda. Project 2025 does not speak for President Trump or his campaign in any capacity.”