His support for Arab nations and African-American Muslims provoked much criticism, especially from Jewish voters. In early 1984, Jackson used his popularity in the Arab world to obtain the release of an American pilot, Lt. Robert Goodman, who had been shot down over Lebanon. When he returned home, Jackson concentrated on securing the African-American vote for his candidacy. He did not receive support from most senior African-American politicians, who felt that Jackson's candidacy would cause disunity within the Democratic camp and benefit the Republicans. However, many poor African-Americans enthusiastically supported him. Jackson received 3.5 million votes, and possibly 2 million of those voters were newly registered. He carried 60 congressional districts on a budget of less than $3 million. Although many Americans, both black and white, were decidedly opposed to Jackson, he earned grudging respect because his campaign fared better than most people had expected. When Jackson conceded defeat at the 1984 Democratic National Convention, much of America listened respectfully to his address. Although his campaign was unsuccessful, Jackson's powerful presence had broken new ground and involved more African-Americans in the political process. After the 1984 election, in which Ronald Reagan triumphed over Mondale, Jackson devoted his time between working for Operation PUSH in Chicago and his new National Rainbow Coalition in Washington, D.C. This national coalition was designed to be a force for reform within the Democratic Party. It also provided Jackson with a platform from which to mount his 1988 presidential bid. Jackson's campaign received a much broader base of support than in 1984. His polished delivery, quick wit, and campaign experience helped him to gain many new supporters. Among the seven serious contenders for the Democratic nomination, Jackson finished second to Massachusetts Governor Michael Dukakis, who lost to Reagan’s vice president, George Bush, in the general election.

In 1990, Jackson was named one of two "shadow senators" to Congress from Washington, D.C. to press for the district's statehood. Although the idea fizzled, it helped to keep Jackson in the public eye. In 1992, Jackson backed Democratic candidate Bill Clinton during the presidential campaign. He used his influence to urge African-American voters to support Clinton. These efforts helped Clinton to win the election over the incumbent Bush and return a Democrat to the White House for the first time in 12 years.