Some voters are harder to motivate than others.
Meet the low- and mid-propensity voter.
- How do you persuade someone less likely to vote?
- What motivates them to take action and cast their ballot?
- How do you really reach them?
Learn more about how Majority Strategies handled this challenge for a conservative-leaning, pro-environment 501(c)3 in the 2024 race for U.S. Senate in Maryland.
The Goal
Heading into the 2024 general election, a conservative-leaning, pro-environmental 501(c)3, needed to identify, reach, and persuade low- and mid-propensity Maryland voters who care about the environment to turn out and cast their ballot in an important U.S. Senate race.
The Majority Strategies team was tasked with identifying and building audiences of low- and mid-propensity turnout voters and motivating them to vote on or before Election Day.
The Plan of Action
In October, the Majority Strategies team worked with the client to develop four mail pieces of various sizes and folds and run a :15 video on OTT platforms for the final two weeks of the election.
The messaging focused on improving the environment while protecting families’ wallets and the importance of voting for an audience less likely to vote without a push to get to the polls.
The Results
In total, 245,823 voters were targeted. Of those who were targeted, 56.8% of them voted in the 2024 general election, which was a rate 13.6% higher than projected.
In comparison, the turnout rate for all low- to mid-propensity Maryland voters was 49.8%.
View the case study and samples of the work here.
Contact the Majority Strategies team today to get started on your data-driven voter contact plans.