How are Social Campaigns and Political Campaigns targeted?
For both types of campaigns, we’re targeting voters who are likely homeowners first since letters written first will be stored until we mail in the fall, and we believe that homeowners are less likely to move before we mail. Starting in early fall, when we typically write the most letters, we’ll add likely renters, who are more mobile, to our campaigns, as we did for The Big Send in 2020.
For the duration of our 2022 campaigns, we’ll continuously add batches of high priority voters. Our first targets will be voters who cast ballots in 2018 and/or 2020; they’ve demonstrated some motivation to vote, which makes them better targets for reactivation. We’ll also be targeting new voters who were not old enough to register and vote in 2020; we’re considering their registration a signal of their intention to vote.
We’re also using our standard vote propensity score targeting, which means that we’re writing to voters who participate in elections about half of the time and may need encouragement. For Political Campaigns, we’re targeting voters with the highest partisanship scores first to ensure we reach every voter who reliably votes for Democrats when they vote. For Social Campaigns, which serve our core mission of increasing civic participation, we’re writing letters to voters who belong to groups that have historically been underrepresented in the electorate compared to their share of the population, so young people and people of color.