Iowans Reflect on Jesse Jackson's Historic 1988 Campaign

Volunteers share memories of the reverend's grassroots presidential bid that energized new voters across the state.

Apr. 5, 2026 at 8:52am

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Former Iowa campaign staffers and volunteers gathered to reminisce about Reverend Jesse Jackson's 1988 presidential campaign, recounting the candidate's ability to connect with diverse audiences, the scrappy fundraising efforts, and the lasting impact of his progressive message.

Why it matters

Jackson's 1988 campaign was a landmark moment in American politics, inspiring a new generation of activists and demonstrating the power of a progressive, inclusive vision. The stories from Iowa volunteers provide a window into the campaign's grassroots energy and Jackson's enduring influence.

The details

Despite limited national funding, Jackson's Iowa team built a volunteer-driven operation that drew enthusiastic crowds across the state, from high school students to rural farmers. Campaign manager John Norris recalled the 'magical moments' of Jackson speaking at schools and community events, while volunteers like Willard Oleson and Susie Olesen shared anecdotes of the candidate's personal touch and ability to make everyone feel valued.

  • In the fall of 1987, Jackson officially launched his Iowa campaign from the small town of Greenfield.
  • On Super Bowl Sunday in 1987, Jackson drew a packed crowd to a campaign event in Greenfield, defying expectations.
  • In March 2026, Iowa supporters gathered to reminisce about the 1988 campaign at an event in Des Moines.

The players

John Norris

Jackson's Iowa state director and first hire in the state, Norris had extensive experience as a Democratic campaign staffer but called the 1988 effort 'the easiest campaign I've ever worked on.'

Willard Oleson

An Iowa attorney who took time off to assist the Jackson campaign, Oleson occasionally traveled with the candidate and recounted memorable interactions, including Jackson's refusal to milk a cow on a campaign stop.

Susie Olesen

An Iowa volunteer who was struck by Jackson's personal touch and ability to make everyone feel valued, even in small moments like acknowledging the hotel staff who supported the campaign events.

Miriam Tyson

A longtime labor leader in Waterloo who hosted Jackson multiple times, Tyson emphasized the candidate's ability to 'embrace everybody' regardless of background.

Dave Leshtz

An Iowa City organizer who recalled Jackson's advice to 'tell them you're a realist with high ideals,' which Leshtz said he remembered his entire life.

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What they’re saying

“He had an amazing ability to stay focused on what was important.”

— John Norris, Jackson's Iowa state director

“It was the easiest campaign I've ever worked on.”

— John Norris, Jackson's Iowa state director

“Tell them you're a realist with high ideals.”

— Jesse Jackson

“He embraced everybody. He didn't care if you were Black, white, purple. He didn't care if you came from a metropolitan area, or if you came from rural. And I loved that about him.”

— Miriam Tyson, Iowa labor leader

“He lived that every single day.”

— John Norris, Jackson's Iowa state director

The takeaway

Jackson's 1988 Iowa campaign demonstrated the power of a progressive, inclusive vision that could energize new voters and build a grassroots movement. The stories from volunteers highlight Jackson's personal touch, his ability to connect with diverse audiences, and the lasting impact of his transformative message.