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Do U.S. Senators anticipate an electoral cost for legislative ineffectiveness? Do they garner electoral payoffs if they successfully act on this electoral incentive by being more effective prior to re-election? Using original data on Senate primaries since 1980, we find that Senators strategically adjust their effectiveness ahead of an election by becoming more effective: (1) when they are in-cycle; (2) in the two preceding Congresses prior to re-election; and (3) than Senators that choose to voluntarily retire. Given this strategic adjustment, we find that effective Senators can deter intra-party quality challengers and raise their probability of renomination. We also find that the relationship between effectiveness and electoral success to be mediated by a fundraising advantage, with Senators turning strategic effectiveness into a primary election fundraising advantage over challengers that can serve to deter competition and boost re-election prospects. These findings providing insight into how strategic effectiveness translates to electoral advantage.