2022 Voter Turnout Report
how it works
The complete voter journey
The Voter Turnout program is a digitally focused voter mobilization program. Since the inception of this program in 2020, we’ve signed up people to vote-by-mail or early all through our end-to-end process.
Our program is unique in 4 ways: (1) we follow the voter’s journey from when they first see an ad about voting by mail or early voting, to signing up for our program and requesting a mail ballot or looking up an early vote location to getting two-way SMS/email support until they mail their ballot back or go vote; (2) supporting the voter’s journey from beginning to end lets us test each stage, understand its impact on the rest of the journey and maximize the program’s total impact; (3) it’s fully digital (we don’t do offline marketing to sign up voters) so we can focus on core audiences such as younger voters who are primarily getting their information from digital platforms; (4) we look to find voters outside of the traditional methodologies in politics so can find those who are likely not being contacted to vote such as BIPOC voters.
Our program impact
Since 2020 We’ve...
To date, we’ve signed up over 500K voters in 8 states to vote-by-mail, early in person or on Election Day.
Our program sign ups are 1.5-2x more likely to be younger, non-white or female voters. And 25% of the people who sign up for our Voter Turnout Program don’t have cell phones listed in the main voter directory Democrats use to contact voters, meaning no one is able to reach them to ensure they turn out to vote.
AND IT’S Proven to work
Our Voter Turnout program has made a major impact. In 2022, for every 100 voters we signed up for our program, we turned out an additional 15 voters who would otherwise not have voted (+15% lift in voting).
The lift is even higher among younger voters (+23%) and voters of color (+18%).
innovations in infrastructure
PARTY AND Turnout LIKELIHOOD FOR EACH ad
We built a real-time voter matching engine that allowed us to more effectively find which specific ads were signing up likely Dems who needed a nudge to go vote. And as a result, we were able to quickly test over 500 different ad creative concepts.
testing abortion messaging
We studied the impact of abortion on voter turnout over 3 rounds and found that the issue only made a noticeable impact on the average voter when tied to a specific initiative or outcome on the ballot, i.e. vote YES on Amendment 1.
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THE IMPACT OF content creators
We piloted an influencer marketing program and found that while this type of content can engage younger people in the voting process additional infrastructure is needed to more cost effectively translate that interest in voting to action at the ballot box.
So, what’s next?
