Unique Challenges of Online GOTV
Digital GOTV work presents a number of unique opportunities. For one thing, drop-off and low-propensity voters are often clustered in subgroups that actually tend to be more responsive to online communications than the average voter. Additionally, recent in-depth research by the Analyst Institute as well as our long-term analytic work with the California Labor Federation have provided a strong empirical framework upon which to build an online GOTV program.
Oye Mi Voz: Millenial, Multilingual and Multichannel
Oye Mi Voz combines a mobile-centric approach to digital video with campus events and “guerilla” advertising – all bilingual with a strong social media integration. From targeted video to on-campus voter registration coffee giveaways, we used a nontraditional (and always bilingual) mix of media to gain attention, drive registrations, and boost turnout among Latino Millenials in the Central Valley.
Alex Padilla IE: Downballot GOTV
Low turnout in 2014, especially among Latino voters, threatened a number of important Democratic pickup and defense opportunities. Our research and modeling showed that knowing a Latino candidate was at the top of the ticket had a stronger turnout effect than traditional messaging, so we developed a Padilla-focused GOTV plan targeted to specific Latino voters in priority legislative and COngressional Districts. Post-election precinct analysis showed a 3-point increase in turnout among the treatment group – helping get the Democratic candidate over the top in three tight districts.
My Plan to Vote: Nonpartisan Communications with Strategic Targeting
My Plan to Vote is a campaign driven by the results of 2013 and 2014 experiments by the Analyst Institute, which found consistent GOTV success on programs focused on the process of making a plan to vote by thinking about timing and logistics ahead of time. The advertising, website and social media campaign push a nonpartisan voting message to specifically modeled turnout universes of low-propensity labor-friendly voters.